Nursery Today June 2021 by Lema Publishing

JUNE 2021 ISSUE 9 VOLUME 24

SLEEPTIME

Nurturing the path ahead

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contents

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Re g ul a r s

News 6 Shop 28 Talking r Snapshot lie p 48 Sup ew Products 58, 59, 65 N by Products 66 The Ba Association

Contributors 14 Online4Baby Christy Foster gives an insight into what’s currently trending overall at online4baby with regard to sales.

the team

16 Barking Mad Pramland’s John Barker is talking car seats. Here he gives his view of how, you can secure customer confidence and ultimately the ringing of the till!

Editor Penny Franks penny@lemapublishing.co.uk

24 FanFinders

Ad Manager

CCO Adam Gillett looks at how to create content of value online with new and expectant parents.

Christine Contreras christine@lemapublishing.co.uk

Sales Assistant Marian McNamara marian@lemapublishing.co.uk

p30

Production Director Paul Naish paul@lemapublishing.co.uk

26 The Insights Family Nick Richardson shares insight into the buying habits of modern parents with attitudes turning towards sustainability and eco credentials.

Features

Production

30 Car Seats

Rick Vickers rick@lemapublishing.co.uk

50 Weaning

Managing Director

60 Sleeptime

Mark Naish mark@lemapublishing.co.uk

64 Spotlight: Highchairs

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Cover Story

Circulation

10 Shnuggle

Robert Thomas robert@lemapublishing.co.uk

The team at Shnuggle continue to innovate their ranges with new colourways, a streamlined bedding range and the introduction of a neutral range this year. Turn to page 10 to read more.

p60

Company Profile Special 18 CuddleCo

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

www.nurserytoday.co.uk

There’s more to CuddleCo than you might think - Nursery Today brings a company profile special starting on page 18.

Interview 56 Lansinoh UK Marketing Manager Lisa Craven talks to Nursery Today on why they have launched their new range - Birth Preparation & Recovery.

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

Looking for car seats? Check out our feature on page 30.

elcome to the June issue. It’s hard to believe that we are now half way through the year - but here we are and at least the sun has decided to come join us all! With the recent news announced that we will now enter an extended lockdown continuing under the same rules as currently in place, the the good news does however appear that business is starting to return to some level of normality in comparison to say 2020 and the beginning of 2021. This month we focus on car seats with our feature starting over on page 30. One thing that is apparent is that we can’t ignore test results and accolades that are achieved on car seats across the various Groups. As Callum Craig from Samuel Johnston Prams states over in Talking Shop (page 38) “These certainly do play a part in the decision-making process. It is more the safety-related accolades such as ADAC or Which? Best Buys that people are interested in. Awards from consumer magazines such as Made for Mums also sway decision making on issues such as functionality.” This is echoed over in John Barker’s article this month where he is talking car seats with his top tip stating “Never under estimate the power of an ADAC test! Customers won’t know what it is at first but when you explain how it’s something much coveted in the industry and how it means an even safer seat for their little one people will be hooked on it.” For example and to name a few who have achieved great ADAC results are Joie, who received rave reviews in latest tests for their i-Traver High Backed Booster seat, Maxi Cosi was rated amongst the highest performers in the test with their Maxi-Cosi Tinca and Marble infant carriers, Silver Cross achieved the highest rating for a second year running with the Silver Cross Dream infant carrier with i-Size base and also shared the top rating of all infant carriers tested with the Silver Cross Simplicity Plus infant carrier. Cybex were also announced as test winners for the Pallas G i-Size impact shield car seat with the Solution S-i-Fix being awarded in the category for car seats from approximately 4 to 12 years old. While not to be out ranked, Axkid was

announced as a clear test winner with their extended rear-facing car seat Axkid ONE, which you will also find featured over on page 47. Our contributors this month bring you some great articles of interest, with FanFinders CCO Adam Gillett following up on his previous article last month (page 24) where he discussed why for brands and retailers in the baby sector, acquiring customers way before the purchase point and at the right life stage means better cost-efficiency and longer-term value. This time he covers how to set about achieving this, while over on page 26 The Insights Family’s CEO Nick Richardson shares insight into the buying habits of modern parents and how their attitudes are turning more towards sustainability and eco credentials. Meanwhile, looking ahead at trade exhibitions, Kind + Jugend this year is looking as though it will go ahead as planned in September, although it appears this year it will be on a smaller footing with regard to exhibitors and exhibition space. For show updates and news on this event please visit www.kindundjugend.com With many of us uncertain about travelling outside of the UK at present, now really is the time that we as an industry rally and focus fully on Harrogate Int. Nursery Fair. The UK’s only fully focussed nursery trade event is set to take place this year in October, which may feel slightly strange at first for us all without the blooms on the roadsides as we approach the exhibition halls, but this year is set to be a fantastic event with so many key brands having signed up to meet and greet everyone. An example of the show growth this year is illustrated with i-Candy and Kinderkraft being the latest companies announced to have booked their space, who will be joining brands such as BabyStyle, Bebecar, Artsana (Chicco and Recaro), Cosatto, Cybex, Dorel Juvenile, Jané, Allison Baby (Joie, Nuna, Graco), Peg Perego, Silver Cross, ABC Design, Baby Jogger, CuddleCo and Venicci (to name just a few). If you haven’t already signed up to exhibit, details about exhibiting at Harrogate International Nursery Fair (including an online booking form) are available on the website at www.nurseryfair.com Turning back to this issue, we feature a special

profile on CuddleCo in a four page section - there is definitely more to this company than meets the eye turn to page 18 to read all about it! Hero this month is Shnuggle. Since their first product, the Shnuggle Moses Basket, this company has grown to become a recognised brand name across both the sleeptime and bathtime product categories and they are fully focussed on the future with 2021 seeing new colourways, a streamlined bedding range and the introduction of a stunning neutral range. Find out more by turning to page 10.

ADAC accreditation not to be underestimated.

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news

Sponsored by

ADAC test results shine bright on Silver Cross The best-selling Silver Cross Simplicity Plus has been awarded the joint top rating of all infant carriers tested by ADAC in 2021, with a score of 1.7 when tested with the ISOFIX base. Meanwhile, the Silver Cross Dream with i-Size base remains one of the safest infant carriers on the market with its record-breaking, best-ever ADAC score of 1.5, which was set last year. Hamish McPhillips, Silver Cross Car Safety Manager, says “We’re delighted with this excellent result and proud that Silver Cross has two of the safest car seats on the market, both having been tested to the highest possible standard by an independent, world-leading safety authority.”

www.silvercrossbaby.com

Central Medical Supplies appoints Azaria Family-specialist PR and Digital Marketing Agency, Azaria is bolstering its client portfolio following its appointment by Staffordshire-based, Central Medical Supplies Ltd (CMS). Specialising in products for parents and babies, which support through pregnancy and beyond, CMS is the UK’s sole distributor of Dr Brown’s products. The company also supplies major retailers and independent nursery outlets with well-known baby and maternity brands, including: the award-winning pregnancy and feeding pillow range from dreamgenii; the well-loved Maternity Lingerie range from Cantaloop - newly rebranded to Carefix and hospital grade Ameda Breast pumps. The company also has its own consumer-focused e-commerce website, Baby Central. Azaria will be CMS’ retained PR agency and will facilitate a hard-working press office to secure media coverage across national and regional parenting titles and features. To further drive brand awareness and increase website visibility of the Baby Central website and its brand portfolio, the team will also manage influencer partnerships and run strategic social media advertising campaigns. For more information on Azaria visit www.azariapr.co.uk, follow what they are up to @azaria_ltd and say hi to Amber and the Team at hello@azariapr.co.uk. 8

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Joie and LFC welcome red fans of the future Joie will be distributing a special welcome pack to babies born at Liverpool’s Women’s Hospital during the month. Every baby born at the hospital during June will receive a special gift pack from LFC x Joie to celebrate their birth and welcome them into the football family. The pack will include a special letter written by Sir Kenny Dalglish himself to congratulate parents on their new arrival along with complimentary gifts including a LFC x Joie baby hat, a photo frame for the baby’s first LFC photo, a free Anfield stadium tour and a number of discounts to help get parents started on their journey. Families will also have the chance to enter Joie’s competition to win a signed LFC shirt as well as a little liver membership for their new arrival. David Welsh, Managing Director at Joie, said; “Family is the cornerstone of everything we do here at Joie, so we are delighted to be there as the next generation of Liverpool FC supporters make their arrival into the world. Becoming a parent is an extraordinary and sometimes overwhelming experience so having that support network around you is vital – we are glad that we can be a part of this initiative to make sure the fans of LFC never walk alone.”

www.uk.joiebaby.com

Kit & Kin secures Waitrose and John Lewis

Kit & Kin, the eco-friendly brand co-founded by Spice Girl Emma Bunton, is delighted to announce it has secured deals with Waitrose and John Lewis. The new listings will see a collection of its bestselling lines sold in store and online with these two giants of British retail, reflecting the brand’s strong growth in the UK market as demand for sustainable everyday products continues to rise. Kit & Kin’s multi-award winning nappies, nappy pants, plant-based wipes and biodegradable nappy sacks are now available in store and online at Waitrose. The hypoallergenic eco nappies are the most accredited on the market and have been a huge hit with parents looking for a more environmentally friendly alternative to standard nappies, without compromising on performance. Made with sustainable, plant-based materials, they’re kind on baby’s skin and to our planet. The impressive eco credentials, coupled with the unique and super cute animal design prints, mean they are set to be a popular choice for Waitrose shoppers. Speaking about the new partnerships, Kit & Kin co-founder Emma Bunton said: “We are thrilled to announce our hero products will now be available at Waitrose and John Lewis, two of the nation’s most loved and trusted retailers. With their commitment to values such as sustainability, community and waste reduction, the ethos of both brands truly resonated with Kit & Kin, making these partnerships the perfect fit. It’s an amazing opportunity for us to reach even more parents up and down the country and I hope they love using the range.”

www.kitandkin.com

cover story Shnuggle

Shnuggle up! We are finally coming out of what has been a challenging year and a half full of uncertainties for everyone in the nursery industry. During these turbulent times, expectant parents also faced a tough year, going through such a life changing process without a strong network around them including women having to attend scans and birth alone. The crucial advice and support that was readily on hand in their local nursery store, along with the ability to experience and road test products before purchasing was not available throughout the lengthy lockdowns and parents, and businesses, had to adapt to a new way of planning for parenthood. At Shnuggle, the company has also had to adapt. Over the past year the team have been focused on ensuring they can continue to fulfil customer orders by keeping their warehouse open and navigating the ever-changing logistical challenges around the world. Lockdown was incredibly tough and lonely for expectant and new parents, so a great deal of focus went into reaching out and curating supportive content across the Shnuggle community including the maternal mental health campaign #wecaretoshare which encouraged parents to speak up, talk about the 10

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Looking ahead, Shnuggle continues to review the sleep time range and 2021 will see new colourways, a streamlined bedding range, and the introduction of a stunning neutral range.

difficulties they faced and their feelings and to be heard and supported. “As a small marketing team, lockdown afforded us some time to focus on content that matched the sentiment at the time that was being felt.” Says Lynsey Parkes, Marketing Manager. “The focus wasn’t so much about the products but about offering a supportive message which matched our brand values. As we emerge from lockdown, we are excited to continue that focus whilst also focusing on producing creative new product launches and an even greater focus on our instore brand presence.” Within the wonderful nursery industry, everyone has had to significantly adapt, particularly the independent nursery stores who have faced lengthy closures and it’s admirable how colleagues, friends, associates and customers who, like Shnuggle, proactively changed ways of working to survive. Thankfully, although we are a little way off from

‘normal’, nursery retailers are open once again to provide that much needed advice and service to expectant parents on their incredible journey.

So.. welcome back! Here’s what Shnuggle have been up to: Sleep time is an important category for Shnuggle as the team knows how important it is for consumers. With baby’s bed being the third most researched and considered product by expectant parents, it’s not a decision that is taken lightly and so any product that in the Shnuggle range has to tick all the right boxes and more! Over the last few years, the sleep time range has increased substantially to one that is suitable from birth right through to latter toddler years and as with all Shnuggle products, the range focusses on style and substance, ensuring the products don’t just offer parents everything they

Looking ahead, Shnuggle continues to review the sleep time range and 2021 will see new colourways, a streamlined bedding range, and the introduction of a stunning neutral range.

think they are looking for, but that also carry features they don’t know they need yet! The Air Bedside Crib continues to grow in popularity as the choice of crib for many parents with a subsequent strong and growing demand for the cot conversion kit. Consumers are investing in the Air Sleep System as a longer-term investment, recognising that its quality, furniture styling is not just a temporary place for baby for 6 months, but as a long term nursery staple. The reassurance the crib gives with the incline option, seven height adjustments and ‘closer to baby’ mesh sides carries over into providing ease of transition when baby moves to a bigger bed as the sleeping space remains the same – just in cot-sized form. This is also recognised by Made for Mums who recently awarded the Air with the 2021 Made for Mums Editor’s Choice award. Moses Baskets are largely seen as a declining category; however, Shnuggle are seeing a large percentage of consumers opting for a moses basket either instead of a crib or as well as a crib, with 49% of parents surveyed purchasing a moses basket. This demand is reflected in the Shnuggle range of moses baskets, which continue to hold their own, offering that modern, stylish and practical alternative to traditional wicker baskets. Looking ahead, Shnuggle continues to review the sleep time range and 2021 will see new colourways, a streamlined bedding range, and the introduction of a stunning neutral range. The Shnuggle Moonlight Nightlight has also experienced strong growth and a second generation of the product with key

updates to use has just been launched. These updates are based on customer feedback with the latest version offering a more simplified functionality in Parent Mode resulting in a reduction in the level of interaction needed to make night feeds easier. Outside of sleep time, Shnuggle has exciting product launches planned over the next few months, adding a number of bath time accessories to the range including towel, beautiful colourways of the Shnuggle Bath and, most exciting of all, the launch of a hero product later this year within the ‘Changing’ category… watch this space! With the increase to the instore range, Shnuggle recognise the need to continue to increase focus on instore POS and brand display designs and the team have been working hard on concepts to support retailers. For Moonlight for example, dedicated instore POS has been developed to coincide with the new version launch in June which gives retailers the ability to demo the light and as new product is introduced over the next year, the plan is to support each launch with POS and instore support. As UK Account Manager, Orla Morris, says “We are hugely appreciative of our retailers for being so understanding and supporting us throughout lockdown, as we faced stock and logistical challenges. Whilst we ensured our retailers still had access to support and continued to deliver product knowledge sessions albeit via Zoom, we are very excited to hopefully have the chance this year to be in-store again and see our amazing retailers face to face.” Sales Support Executive, Andrew Kent

agrees: “The last year has been challenging but it has strengthened our relationships with our retailers, as we had to work closer together than ever before. We look forward to continuing those relationships and creating new ones in the coming year.” And so, as we emerge from the Pandemic with fresh eyes and a fresh way of working, we are filled with hope and excitement of what the future brings and Shnuggle are certainly pulling out all the stops to make 2021 a recovery year to remember!

Contact Details:

For further information email: trade@shnuggle.co.uk or visit: www.shnuggle.co.uk nursery today

Maxi-Cosi

Getting families back on the move As families start to travel more freely again, they can do so knowing that Maxi-Cosi can carry them safely every step of the way. From our extensive range of car seats, to our stylish new pushchairs and travel friendly home equipment, Maxi-Cosi offers families the best solutions to help them to explore their surroundings.

360 Family – Made to evolve with you The new 360 Family is the next generation rotating car seat system, that provides total convenience and grows with families’ needs from birth up to four years. Thanks to the innovative FlexiSpin rotation on the FamilyFix 360 base, the compatible Pebble 360, Pearl 360 and Coral 360 can be easily rotated using only one hand. With ClimaFlow temperature regulating technology, G-CELL superior side impact protection and an easy-in magnetic harness, the 360 Family makes each car journey that much easier.

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

Pebble 360

Coral 360

FamilyFix 360

Pearl 360

Pushchairs Adorra Luxe – Next level luxury Comprised of an Adorra Luxe pushchair with a chic chrome chassis, matching Pebble Pro Luxe car seat, Oria carrycot and a teddy lined footmuff, our special edition Adorra Luxe travel system offers families everything they need to step out in style. Oria carrycot

Pebble Pro

Featuring breathable temperature regulating fabrics, shock absorbing wheels and a magnetic quick-lock harness, this travel system is as practical as it is good-looking. • Available now in Grey Twilic RRP £899 2-in-1 Footmuff

Lara2 - Ready for small spaces and big adventures Lara2 is one of our most compact offerings that allows families to explore from day one. Suitable from birth to 22kg (approximately 4 years), Lara2 weighs only 6.4kg and has an extremely compact flash fold, making it possible to be stored in some cabin baggage spaces! With a comfy, breathable padded seat, not one, but two shopping baskets and compatibility with most Maxi-Cosi car seats, Lara2 is proof that good things come in small packages! • Available now in Essential Graphite RRP £189

Home Equipment

Swift – Play. Sleep. Repeat Designed to make family life on the move easier, Swift is a 3-in-1 travel cot, bassinet and play pen, suitable from birth to approximately 3 years (15kg). Featuring a one-second lightning flash fold, and weighing in at only 7kg, Swift is designed to be as quick and easy to pack and transport as possible. The unique foldable mattress suits both the bassinet and larger toddler cot mode, and can be removed to create a sturdy space for little ones to play safely. • Available now in Beyond Graphite RRP £229

Iris – Take sleeping to a higher level Iris is a stylish, compact folding, lightweight travel cot that makes overnight trips to friends and family hassle-free. Suitable from birth up to approximately 3 years (15kg), Iris has split level functionality that makes it easily adjustable to suit both newborns and toddlers. The mesh sides ensure the best ventilation, and also allow parents to keep an eye on their little one. Thanks to the super-soft comfortable mattress, babies will get the best sleep possible, no matter where they are.

Newborns

• Available now in Essential Graphite RRP £159 Toddlers

For more information on any of the products listed, call sales on 02082360707 or email UK-sales@doreleurope.com

maxi-cosi.co.uk

RETAIL MATTERS

Retail matters

This month online4baby’s Managing Director, Christy Foster is taking a look at what’s currently trending overall at online4baby with regard to sales.

t last some sunshine have proved popular. Especially for - I hope it’s here to pregnant or new mums who are stay for the summer. still wary of going out and about. We saw sales on Over the bank holiday weekends strollers and travel systems pick up we targeted customers with travel considerably as half term essentials and weather relevant approached and holidays in the UK product which worked really well. are booking up fast! We have just It’s also been a great outlet for got back from a well needed break launching new brands we are in Wales with the family. I’m convinced going on holiday abroad is easier Our pushchairs have – limited to 1 suitcase per the most engagement person, whereas the when they include the staycation means cars car seat as part of the crammed to the rafters package. Most of our with everything you need customers have multiple and everything you might cars in the family as well need, for every weather, as grandparents and just in case. childcare. It can add Pop up tents, toys, up to a very pushchairs, travel cots and then realise you still expensive purchase. need to fit the car seats and the kids in! We’ve also seen an increase in working with. We’ve recently sales of bundles which we try to launched with Kinderkraft and it’s a package to suit various needs and great way to showcase products out price points, making it easy for new to our customer base, whilst offering mums to purchase online. full demonstrations and being able We have been continuing our to live interact with customers. Facebook live sessions direct to We can also utilise social media customers with great engagement to help customers on using their and response. Facebook live demo’s purchases correctly, for example

“

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how to fit your car seat on the pushchair, how to fit in the car and make all the necessary adjustments. Our pushchairs have the most engagement when they include the car seat as part of the package. Most of our customers have multiple cars in the family as well as grandparents and childcare. It can add up to a very expensive purchase. Offering our customer interest free payments with Klarna can really help spread the payments. Offering a wide range of products to suit every budget is also key. Our best sellers are still the spin car seats, the ease of use and multi age groups that they can span make it attractive for consumers. Regardless of colours available most customers play it safe and black and grey are always the leader. An interesting topic we had in the office this week is how environmentally friendly we are as a business and how our brands and

supply base are becoming more eco conscious. Car seats is an interesting one as they should not be resold/passed on due to the safety element. We counted across the office and on average we had 6 car seats per household - that’s a lot of waste and potential landfill in our current eco conscious climate. Group 0123+ are a much more sustainable option for parents and reduces the amount of overall spend. Many retailers offer more sustainable fabrics and are environmentally conscious on the fillings being used. It would be good to see more advice for customers on how to responsibly dispose of old car seats - we always focus on the buying process with little after thought. As we are entering into summer our thoughts next month are scarily planning Autumn Winter and all those winter products our customers will be purchasing! Lets hope the sun shines for the rest Summer!

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nursery matters JOHN BARKER

Barking Mad With independent retailers being able to re-open this month, Pramland’s John Barker is feeling both apprehensive and optimistic. Here he shares his thoughts.

his month Pramland’s John Barker is talking car seats. Here he gives his view of how, by fine tuning your ranges and demonstrating your knowledge, you can secure customer confidence and ultimately the ringing of the till! After the madness of April it would appear May was a little bit of a let-down for many of us. Having spoken to a number of people, both stores and brands showed that May was much quieter than the previous month. Although footfall and sales remained good across many of our stores customers didn’t appear to want to part with their cash as readily as the month before. We noticed a significant swing away from urgent, must have it now, here’s the cash type shopping to I’m due in 3 or 4 months so here’s the minimum deposit. At the end of the day normality had to resume but I had assumed, like the first lockdown it wouldn’t have been as soon. After the first lockdown we found that we remained exceptionally busy for a good 8 to 10 weeks. Maybe due to the open ended nature of the recent lockdown people decided not to wait for stores to reopen? Oh well, business is still good so we can’t

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grumble. It’s just funny how we get so greedy when times are really good. As this month’s issue is focussing on Car Seats I thought, unlike normal I would also focus on them too! There’s a first for everything I guess. Firstly I’d like to touch on the sale of seats and the difference between selling a box and advising a customer, and the rewards that will come as a result. We all love the idea of a customer coming in store knowing what they want. They ask if we have it, they ask what our price is and if we have it at the right price they buy it, simple. But is this best for our customer and most importantly for their little one? As the market becomes more and more swamped by brands launching an ever growing range of seats at prices that sometimes make you scratch your head at how we can all make a profit, the car seat market is becoming more complicated for us stores but easier for the customer. To your average customer iSize means safe and easy to fit, it also means I can buy that and it will

Image courtesy Maxi-Cosi

As the market becomes more and more swa mped by brands launchin g an ever growing range of seats at prices that sometimes make you scratch your head at how we can all make a pro fit, the car seat market is becomin g more complicated for us stores but easier for the customer

john@pramland.co.uk

fit. From the customers point of view the experience, customers are happy to need for advice has reduced. Also, as increase their budget and spend safety has increased the price has more if you take the time to show reduced. No longer is it guaranteed that them alternatives and highlight the price will dictate quality. benefit of the extra spend. On the flip side of the coin are us guys. This leads me nicely on to iSize. If We have a finite amount of room on our you’re not doing it already you must shop floors and in our store rooms. If we commit to iSize. Yes you need to carry a displayed every car seat from the three none iSize group 0+ and even a couple big car seat brands (Maxi-Cosi, Joie and of none iSize group 1 options, but Cybex) we would have to have room for customers are more aware of iSize than almost 100 different seats! None of us ever and they expect it. You will always have the room to display those so we get someone with an older vehicle that select a range that we know the majority needs a good old Tobi (other seats are swanky new seat and asks why they of our customers want. We all know what available in the market as they say on didn’t get the same seat as them happens when we plump for a new seat TV), or someone that is happy to forego they’ll impart the information on to and overlook another. Yep, the customer safety for budget. But the vast majority their friend and you may even get a wants to see the seat you didn’t get. and I mean vast majority want iSize. If visit from a concerned parent looking This is where advising over selling a they don’t know about iSize already a for their own ADAC seat! box comes in. The customer will still short chat about the benefits of the The sale of group 0+ car seats is come in looking for a specific seat but additional safety and they will soon easy, after all customers are coming to taking the time to ask the customer want an iSize system. The industry is see your range of prams. The car seat why they’ve picked that seat provides heading in this direction and we all is a simple add on like a bag or you with some amazing insights need to be on board. footmuff most of the time. Getting many of which will actually point to Here’s John’s top tip! Never under people in to your store when they are the fact that the customer is picking estimate the power of an ADAC test! ready to move up to the next stage of the wrong seat. By showing the Customers won’t know what it is at first seat is different. customer the best seat from your but when you explain how it’s So, how do you get people back in smaller, tailored range the customer something much coveted in the store to buy their next stage seat will appreciate your advice and industry and how it means an even when it’s so easy to pick one up guidance more than simply taking safer seat for their little one people will online or from a local Halfords when their payment in exchange for a box. be hooked on it. You’ll find many of the they’re out for a drive on a Sunday You will find customers will seats they’ve previously perceived as afternoon. Simple, you need to recommend you as they feel special the best for them become irrelevant incentivise them to buy from you. and that you genuinely care about due to a lack of ADAC certification. DL B17B-XQHB B [ PPB$\OHVEXU\ SGI And there’s no better way than with a the wellbeing of their little one. From Best of all when a friend sees their

loyalty discount or freebie. This is where it becomes important to keep your prices sensible. If you keep your prices at RRP you have room to offer a deal for someone to come back. Many brands are working hard to ensure pricing is respected and many of your most popular seats will no doubt be selling for full rrp so this shouldn’t be too hard. If Mrs Smith has a car seat and base she bought from you and she’s ready for the follow on seat for her base offer her a discount or a free accessory for the seat when she buys it from you. The customer feels valued as they are getting a better price or freebie for being a loyal customer and you get a sale. Ok so you’ve had to give away a discount or free product but you’ve made a sale you may have never had. After all it’s better to make 20% on something than 30% on nothing.

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Focus

Baby Jogger

Along For The Ride with Baby Jogger This summer Baby Jogger is launching exciting new fashions with improved fabrics across their City Mini 2 and City Mini GT2 stroller range.

The new elevated fashions will position the brand as active, bold, expressive, premium and unique thanks to new fabrics and new cut and sew specific to each stroller. This launch will be supported by new imagery, videos and a digital campaign. ■ ■ ■ ■

City Mini 2 in Opulent Black, Stone Grey and Brick Mahogany City Mini 2 Double in Stone Grey City Mini GT2 in Opulent Black, Stone Grey and Brick Mahogany City Mini GT2 Double in Opulent Black

You’re you and always have been. You’ve got plans and starting a family doesn’t change anything. You’re not just mum or dad, you’re a parent with purpose. You want to continue to live life. To love what you do. To stay connected to those around you. And to bring your child with you all the way, because what’s better than sharing what you love, with who you love. Whatever you do, however you do it, Baby Jogger’s gear is made to fit right in. Always up for anything and down for whatever. Whether it’s on sidewalks or off-beaten paths, where you go, baby goes too. And they’ll get you there in style. Baby Jogger is for parents that do and who bring baby ALONG FOR THE RIDE.

christopher.Grech-Cini@newellco.com | www.babyjogger.co.uk 22

nursery today

“

FANFINDERS

The keys to creating value with new and expectant parents

There’s no point in tryin g to send out a 2 0% discount cod e to someone wh o is only 14 wee ks’ pregnant, w hen you could ha ve access to qu ality data to send products an d offers to the m at an optimal ti me later, focusi ng on their jou rney as an individual.

“

Consumer insights:

In his last column, FanFinders’ CCO Adam Gillett discussed why for brands and retailers in the baby sector, acquiring customers way before the purchase point and at the right life stage means better cost-efficiency and longer-term value. This time he covers how they set about doing it.

he reality is in marketing terms, loyalty is massively challenging now. If a website takes longer than three seconds to load in 2021, 50% of people aren’t making it to your landing page. We live in an age of window shopping on steroids. Society has become less patient and we expect everything at our fingertips. Unlike our grandparents’ generation, where they used the same brand of toothpaste for over 30 years because it’s their trusted brand, people now shift and change. They are willing and inspired to try new things. Some of this is marketing, but a lot is to do with the fact we have powerful computers sitting in our pockets that work at the speed of light. Technology and channels dictate a lot. When people are visiting your site, have good load times because this can impact everything. If you’re communicating via email, don’t use them to share a novel, be short, sweet and to the point. Your emails should drive clicks. The most important thing to understand is that there’s a time to sell and a time to be nice. Building value is not about selling up front, it’s about engaging people at the right moments.

Be life stage-appropriate The questions you should be asking when setting up your landing pages or creating any marketing content are: At which stage of pregnancy are my ideal customers? What’s relevant to them at this point? Doctor’s appointments, scans and other key milestones have traditionally 24

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been the points in which to build loyalty with parents, and if you have the right setup, these early stages remain the best places to establish connections. But, this isn’t just about getting some data and firing out a bunch of offers. One of the biggest mistakes to make is using email in this blanket way. There’s no point in trying to send out a 20% discount code to someone who is only 14 weeks’ pregnant, when you could have access to quality data to send products and offers to them at an optimal time later, focusing on their journey as an individual.

Respond to societal trends and changing behaviours With the right information and timing, there are real marketing opportunities out there. A perfect example is in the surge of gender-reveal parties and announcements, after the 22-week scan. Back in 2015, these were barely a thought. Now there are millions of gender reveal videos being shared, they go viral and make the news. This surge has made even more people want to find out the gender of their baby. If you take these different factors and align them, you could target the 20-week stage to send out ideas for gender reveals or ‘click to enter’ competitions that link into finding out if they’re having a boy or a girl. You can recruit early and help parents through. Suddenly, you’re building a structure where people get to know you and your brand. You’ve shared positive things with them at a relevant stage.

Then when they reach 28 weeks, you could send them a guide to car seat safety and relevant offers on car seats. Interconnect everything and take your customers on a journey. This is a million miles away from saying ‘we have 20% off everything, click here’ and the audience you’re communicating with is only 8 weeks’ pregnant.

Own the loyalty journey Throughout lockdown, we’ve seen an influx of first trimester sign ups to Your Baby Club. With more people working from home, parents are online with nobody hovering over their shoulder and searching for information or resources earlier than ever. With this audience, brands have the opportunity to connect and then own those relationships directly. You can recruit parents in the first trimester, then build up loyalty from there by sharing helpful, relevant tips and helping them through their pregnancy journey.

This could be through one email a week/fortnight and then sharing incentives at strategic points. You will soon develop a relationship with real value in advance of any purchase points. Our software means we can insert brands at any stage in the loyalty journey and send out targeted emails or offers to parents reaching a specific point. With the correct in-house resources and facilities, you can then take this data via first-party opt-in and take control of the loyalty journey under your brand. How this all leads back to the cost/ scale scenario discussed in a previous issue, is that in the baby sector there are people coming into the market every day. If you’re continually driving for sales and only trying to find people at the time they’re ready to buy, that is going to be hugely expensive. Instead, why not recruit parents in the huge period ahead of the purchase point, share the right messaging and completely own the journey.

FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. The ‘21 Insights’ report will be available soon to download at fanfinders.com/insights.

For more information on FanFinders and the consumer insight they can offer, call: 0203 808 3011 or visit www.fanfinders.com

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focus

INSIGHTS FAMILY

Sustainability

as a priority for parents Nick Richardson

CEO - The Insights Family Nick is the Founder and CEO of The Insights Family. Our purpose is to provide kids, parents, and families with a voice to shape their world. The Insights Family are the global leader in kids, parents, and families market intelligence and have become the business-critical tool for some of the world’s biggest brands. Nick himself has become a go-toexpert, who is a regular speaker at industry events across the US, Europe, and Asia-Pacific, with the business operating its Kids Insights and Parents Insights services across 17 countries. Nick is a Manchester Metropolitan and University of Bolton graduate, and has previously worked in senior marketing and strategy roles for companies such as Exxon Mobil, Hilton Hotels and PennWell. Nick returned to Manchester in 2017 to setup The Insights Family. Nick lives in South Manchester with his wife, one daughter and two dogs. He is a keen tennis player, United fan, and a frustrated racing driver. He is a proud Mancunian and hopes one day to drive around the world.

About Insights Family The Insights Family has been totally refreshed for 2021 and now surveys parents of children between the ages of 1 and 16 in 13 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Russia, Spain, UK and US). The Insights Family will now survey more than 2,600 parents every week totalling more than 130,000 per year, providing real-time data on the attitudes, behaviour and consumption patterns. Our realtime portal is continually updated to allow our clients to spot the latest trends before their competitors do. For more information on The Insights Family, and to download their Future Forecast report visit www.parentsinsights.com/ futureforecast or call 0330 159 6631. 26

nursery today

This month The Insights Family Founder & CEO, Nick Richardson shares insight into the buying habits of modern parents with attitudes turning more, now more than ever, towards sustainability and eco credentials.

he sustainable consumer is no longer a niche audience, it is becoming the mainstream. As we move towards a generation that want to make the world a better place, consumption habits and behaviours that steer towards being sustainable are top of mind for the majority of families. A third of parents believe that taking care of the environment is an important value to instil in their children, and this sentiment becomes more prominent with parents of younger children. In terms of the parents shopping considerations focused not only on the price of the product but on the impact on the environment. Noticing this trend, many brands and corporations have already taken huge steps towards changing business models to appeal to the sustainable consumer. Boots removed all plastics from gift packaging and launched the UK’s first certified carbon neutral gifting collection. Additionally, Morrisons, Waitrose, and John Lewis all opted to remove glitter from their own-brand products. Pampers recently introduced their new Hybrid Diaper - part reusable and part disposable. Coterie recently announced the launch of its new Wipe made from 100% plant-based biodegradable and compostable materials. In many ways, brands behaving sustainably is something that is expected by consumers today, they favour businesses that are doing something to make the world a better place. That said, economic concerns caused by the pandemic has sometimes made it harder for consumers to be as socially conscious as they might like, with price or convenience playing a bigger role in the decision-making process. According to Parents Insights data,

https://try.theinsightsfamily.com/nurserytoday

16% of all parents in the UK choose products based on affordability and only 6.5% on eco-friendly impact. However, +16% more parents have reported being most concerned about the environment and climate change since February 2021. Those with 1-2-year-olds are the most likely to state eco-friendly credentials as being an influential factor in their product purchases, suggestive of the concern being passed onto the next generation. In terms of difference between generations, 58% of millennials and 44% Gen Z parents report eco-friendly credentials to be an influential factor within the buying process. More than half parents aged 36-55 report eco-friendly credentials being an influential factor to them during the purchasing process (51%).

What this means to you… Modern parents have become more eco-conscious than ever before, and their attitudes are impacting their purchase behaviours. With sustainability being placed at the forefront of their decision-making, there is a growing appetite towards second-hand offerings in baby

products, toys, and fashion. Tapping into this rising interest, a multitude of brands have diversified into second-hand fashion, with Asda be amongst the latest brands to offer second-hand clothes in 50 of its stores across the UK. A boost towards sustainability has also been taken by other established brands from a wide variety of sectors. As kids, parents, and families continuously change the way they work, learn, and make purchasing decisions – it is more important than ever to understand their attitudes, behaviours, and consumption patterns in real-time. This year we began speaking to 3,400 different parents across 17 countries, every single week. This gives us the possibility to highlight to brands the latest trends and preferences. The Insights Family survey 6,970 children aged 3-18 and 3,400 parents every week across 17 countries, equivalent to more than 362,100 kids and 176,800 parents a year. To read more and get the access to Parents Insights and the freemium version of the portal: try. theinsightsfamily.com/freemium

talking shop This month we’re talking car seats and spoke to a number of independent retailers to find out their thoughts on this product category.

Jumaimah Hussain KIDDIES KINGDOM

With lockdown travel restrictions having eased, do you expect to see an increase in interest on any particular Group car seat? Customers are certainly enjoying the freedom of been able to get away at the moment with their little ones. We have seen an increased interest in the toddler stage of car seat groups 2/3 and 1/2/3 off the back of people going on ‘staycations’ and having to take longer journeys. Parents are more keen for their child to be comfortable and happy for the journey ahead, so are seeing it as more of an investment.

Are brand names important to your customers in this sector? Customers are aware of brand names and what that brand stands for. Due to the internet, we live in a world where consumers can access a vast amount of information about any product with the click of a button meaning we can make an informed choice. The main thing consumers look at when choosing products is it’s brand’s values, testing the product itself and where the products come from and how they are made.

Are your customers fixated on the look of the car seat before the safety elements? Every consumer looks at design first and then function, followed by safety. This is because psychologically we are triggered by looking first and then touching and feeling second.. Safety comes when customers have researched or they come and speak to an advisor, if safety becomes their main concern but still want a product to still be cosmetically pleasing we have some fantastic brands in the industry that can cater to both fashion and performance. After all, you are putting your most precious cargo in the product.

Do you feel your customers have a good understanding of what they need through the various stages? No not at all, most customers are not even aware they need a car seat to take the baby home from hospital. The least thought about category is children, which is around 4 years to 12 years, as many customers do not see the need for a car seat at this age. It is a misconception that when a child starts to grow up and starts school that they don’t need a car seat anymore. The best place to look for the rules and regulations of car seats is the Good Egg safety website, it is easy to read and digest and has no jargon, just honest parenting advice from experts in the car seat field. Failing that, always go to a store and speak to an IOSH trained car seat advisor as they can advise you and show you what’s the best car seat to suit your child and your budget.

Are they seeking any additional functions/features on a car seat? Everyone wants a ‘spin 360’ car seat now as this is a world where the less effort needed the better. Spin 360 car seats enable the parent or carer to spin the seat so the child is facing you at the door making access way easier and more controlled, especially if a baby or child is unhappy, asleep or needs attention. Also this helps all those adults with mobility issues or elderly grandparents.

Do car seats that have won accolades make a difference to their buying decision? Not really unless the customer is a car seat researcher. A customer won’t buy just because a car seat has won an award however that may be the reason why they initially come into store but many then end up purchasing another model.

Do you find that your customers have researched car seats online prior to entering the store? Usually a customer will just come to the store and not have done any research other than what the best price is or the best value for money with the features and design they like or need. Once in store they will have a detailed chat with an adviser which leads to more in depth questions, helping them to make an informed decision. Often all a customer knows is that they may need the next stage in the car seat as the baby/child is looking too big for the car seat they are in or the harness is too tight or the baby/child is uncomfortable. Sometimes customers come too early and don’t actually need to change their child’s seat, they just need advice on how the product can be adjusted and changed to fit that stage of development. For example, baby infant seats are from birth to 15months therefore the body support insert and head hugger will extend or grow with your baby. However we all know what you are shown in the shop when baby shopping you don’t always remember when you are at home with your baby, so we advise coming back into store at every stage to refresh your knowledge.

nursery today

Callum Craig

SAMUEL JOHNSTON PRAMS

With lockdown travel restrictions having eased, do you expect to see an increase in interest on any particular Group car seat? There is a growing interest in group 0-3 (extended use) car seats as making one purchase is cleaner and easier. This is something that we noticed pre-lockdown, so I imagine the trend will continue to grow.

Are brand names important to your customers in this sector? Yes, however people will be influenced by products that are well ‘marketed’. Marketing can mean ‘word of mouth’, or how a seat is presented in-store or online. Named brand car seats, such as Joie or Maxi Cosi, will always do well though.

Are your customers fixated on the look of the car seat before the safety elements? Looks are important but the safety element will always come first. Customers tend to ask if the car seat is ‘i-size’, or if it rotates. To help make things easier we have created a Car Seat Buying Guide on our site.

Do you feel your customers have a good understanding of what they need through the various stages? Many customers are initially focused on the first 18 months. Other customers query the suitability of a particular seat for a particular age group.

Are they seeking any additional functions/features on a car seat? Customers are fixated on whether or not a car seat can rotate and how long the seat can be used. The Joie Spin comes to mind here. Also, the JANE matrix is still poplar for transporting newborns in the safer lie-flat position.

Do car seats that have won accolades make a different to their buying decision? Yes, these certainly do play a part in the decisionmaking process. It is more the safety-related accolades such as ADAC or Which? Best Buys that people are interested in. Awards from consumer magazines such as Made for Mums also sway decision making on issues such as functionality.

Do you find that your customers have researched car seats online prior to entering the store? Yes, but there are so many brands out there and so much material being bounced around blogs that it can be a lot for parents to take in. With on-trend terms such as ‘longer rearward facing, i-Size and Isofix, it can be confusing. Again, we have our car seat buying guide online to help here.

Jo Studholme

PUSHCHAIR EXPERT THE SHOP

With lockdown travel restrictions having eased, do you expect to see an increase in interest on any particular Group car seat? I think that everyone is getting out and about a little more and with the confidence to now, even if it is in the UK. We are seeing increased sales across all car seats whether it is an infant carrier or a high back booster.

Are brand names important to your customers in this sector? Yes - I think they increasingly are, especially our in store customers.

Are your customers fixated on the look of the car seat before the safety elements? The majority of our customers in store are not fixated with how ‘pretty’ a seat is BUT if they can have a safe seat plus one that looks nice, that wins for everyone. In store staff are trained to talk about the safety aspects of a seat and we often refer to the independent testing of a seat (such as ADAC) to help a parent make a choice. It is about making sure that a child is in the safest seat possible that fits the child, the car and parental budget.

Do you feel your customers have a good understanding of what they need through the various stages? Generally most parents are unsure. More and more have ‘some’ idea as so much is discussed on social media and on forums. However, some of the advice given on these platforms by well-meaning parents is not always accurate of course.

Are they seeking any additional functions/features on a car seat? My favourite is ‘Does it have a cup holder’? Joking aside, it is usually the recline that most parents are concerned about and ease of fitting.

Do car seats that have won accolades make a difference to their buying decision? Yes it does - awards are important to some customers and hopefully once they have been in store, independent testing results.

Do you find that your customers have researched car seats online prior to entering the store? Yes, we are finding more and more people have researched their seats before coming in to store. Whether this is because of lockdown and people having more time to actually research, we shall see.

focus CAR SEATS

Take a seat As a nursery product category, car seats are not only a core essential product, they are also the one category that is a legal requirement for any infant or child under the age of 12 years old or 135 centimetres tall, whichever comes first., making this a truly unique category. However, this is also a category that can confuse consumers as to what they may require for the various stages, from birth through to potentially the age of 12.

ar seats are a requirement by Debbie. “However, with the absence of the law, We all know in the nursery experts to advise in stores, there is more industry the importance of car information to be found online than there seats, however during ever has been before. As the older lockdown while retailers weren’t able to legislation is being phased out, the new open their doors did the safety elements requirements are simpler to understand. and requirements get lost in translation Now that stores are open again it is along the way when researched online? important to have a direct dialogue with We asked Warren Stokes, Operations consumers, to ensure that they are Coordindator, Cozy N Safe for his compliant at all stages.” thoughts. “Due to the An area of continual lockdown and swift concern within this adaptation of the digital era, it particular safety has become far more product category is the convenient and more clear presence of common practice for second hand car seats consumers to do their due being sold across many diligence at their ease and online platforms. Are personal leisure.” He said, we putting out adding: “The knowledge of sufficient information legislation and requirements is on the dangers of far more extensive now than it purchasing a second has ever been due to the hand car seat? Cybex’s availability of information from General Manager, Luke the likes of Google and all of Burns gives his the interactive social media thoughts on this networks. Cozy N Safe is subject stating “It can currently running marketing sometimes be campaigns to communicate misconstrued as a sales both regulations to remove tactic when car seat Jumaimah Hussain, areas of confusion for the brands attempt to Kiddies Kingdom retailer and consumer.” communicate this Dorel’s Marketing Manager Debbie message to new parents and those with Wakefield agrees, also commenting that older children. However, working in with the older standards being phased partnership with organisations like the out, the message will become a lot clearer BPA ensures that the consumer has on what is required. “There is no denying credible, third party advice on the dangers that in the past it has been a minefield for of purchasing a second-hand car seat. parents to decipher requirements and Again, specialist parenting platforms and legislation with car seats. It can be publications also have a role to play here daunting, particularly for those who are when it comes to educating their readers.” becoming parents for the first time.” Said Debbie would agree and also feels

“Everyone wants a ‘spin 360’ car seat now as this is a world where the less effort needed the better.”

nursery today

Image courtesy

Maxi-Cosi

more could be done to strengthen the dangers and possible confusion with regard to purchasing a second hand car seat commenting: “There is still a lot of confusion around this. A lot of parents still aren’t aware of the dangers of using a second-hand car seat, so there is work to be done. “This education usually comes from manufacturers and retailers, but we need to be careful how this is communicated as it needs to come across to the consumer as factual information and not a marketing message. In order to do this we need to come together in the industry as a whole, as it is our responsibility as experts and professionals in our field.” When we take a look at current trends, an area of interest that appears to be emerging is the increase in demand for spin and multi-stage seats with Warren commenting: “The multi stage car seat category of Group 0+/1/2/3 along with iSize models has been sought after in particular due to the economical changes which have affected the consumers and their shopping habits. Both areas for which Cozy N Safe have launched three new iSize car seats Morgan, Tristan, Lancelot and our new Group 0+/1/2/3 - 360 rotation Comet.” Jumaimah Hussain of independent retailer Kiddies Kingdom totally agrees with Spin 360 seats having caught the attention of their customers stating: “Everyone wants a ‘spin 360’ car seat now as this is a world where the less effort needed the better. Spin 360 car seats enable the parent or carer to spin the seat so the child is facing you at the door making access way easier and more controlled, especially if a baby or child is unhappy, asleep or needs attention. Also

this helps all those adults with mobility issues or elderly grandparents.” As with any product, and parents sometimes being fixated with style, are consumers taking into consideration safety elements before aesthetics? “Safety is a number one priority for parents when it comes to choosing a car seat, followed by functionality, ease of use and style,” comments Luke. “Consumers are more likely to choose a car seat that is equipped with enhanced safety features, has been tested to the latest regulations and been awarded for its outstanding performance. With Cybex car seats, consumers don’t have to compromise thanks to our DSF Innovation Principle: a combination of unique Design, unsurpassed Safety and quality and intelligent Functionality.” With this being a safety product category, the car seat sector has also proven extremely innovative with regard to features that truly enhance the safety aspect. Are consumers aware of this and perhaps looking for any ‘additional’ functions the car seat may have? Nursery Today asked Debbie for her throughs. “It seems to be expected as standard that a car seat should incorporate ‘additional’ functions. This is particularly true of the audio/visual aids that help to ensure correct installation. Installing your child in a car seat is nerve-wracking as a parent as you always need to ensure that they are both safe and secure. Added elements such as a ‘beep’ to tell you that your child is installed correctly are helpful. All of our seats have either audio aids, visual aids, or both to ease parents’ concerns. Any additional feature or function that makes using the product easier is always attractive for consumers.”

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focus CAR SEATS

For all the family

Introducing the new Max i-Cosi 360 Family rotating car seat system: The ultimate travel solution for busy pa rents juggling family life. This family of rotating car seats, suitable from birth up to 4 years, is designed to help parent s get their children into the ir car seats quickly and easily as the needs of their children evolve. The FamilyFix 360 base allo ws for quick and easy ins tallation of the Pebble 360 and Pearl 360 car seats. The convenien t, one-handed mechanism of the rotatin g base makes life simple r for parents when getting their child in and out of the car up until the age of four. Pebble 360 can be used from bir th to approximately 15 mo nths and Pearl 360 can be used from-birth up to 4 years. These spacious car seats both come with a cosy from-bir th inlay to keep tiny bab ies snug, secure and safe, and Maxi-Cosi’s ClimaFlow technology ens ures that children are kept comfortable and at the right temperature at all times. Both seats also offer the confi dence of G-CELL Side Imp act Technology, meaning that little ones are extra protected from side-on collisions. sales@u

k-dorel.com | www.ma

xi-cosi.co.uk

Carefully curated for safety The Easymaxi LF car seat from Bébécar offers exceptional protection in the event of an accident, and has been carefully designed for safe, comfortable journeys. The carry handle can be folded forward or back, to help you lift your baby in and out of the car seat easily. It features a clever system that allows the seat backrest to be reclined to the lie-flat position, and includes superior padding for comfort. The one-pull, three-point safety harness makes it easy to secure your baby in the car seat, and it can be fitted straight into a vehicle with the seat belt.

01692 408801 | sales@bebecar.co.uk |www.bebecar.co.uk 32

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i-Spin 360™

spins with ease 360 degrees

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

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

explore i-Spin 360

Advertorial BRITAX

Introducing Baby Safe iSense Britax Römer introduce the BABY SAFE iSENSE that is suitable for use from 40 – 83 cm (≈ 15 months | 13 kg) and is tested to the highest safety standard i-SIZE. The BABY SAFE iSENSE is equipped with three different sets of smart lights to simplify everyday life. The installation lights turn on automatically when needed and make it even easier to install the infant carrier on the base or a stroller. The safety lights provide visibility and sight when walking through poorly lit areas. And the interior ambient lights allow baby to see and to be seen. With the new-born insert and five-point harness baby is always safe and protected. ■

Smart Lighting inside the seat allows parent to see baby and for baby to see parent

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Plus, the Smart Lighting on the outside helps to see where parent is going and makes popping the seat into the car easier at night or in dimly lit areas

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New-born Insert gives extra support to small babies

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Five-point harness protects baby from all directions of impact

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lie-flat technology allowing comfort and safety for sleeping baby

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90-degree rotation when used with the FLEX BASE iSENSE makes placing the baby in and out of the seat easy

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Easy adjustable headrest and harness for growing baby

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Quick-remove cover for those messy spills

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Sun canopy which offers protection from the sun and wind in the car or on the pushchair

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Compatible with most pushchairs

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Available colours, Space Black, Frost Grey and Indigo Blue

www.britax-romer.co.uk * Britax Römer internal tests and simulations

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Here at Britax Römer we have been proudly keeping children safe and making innovative products since 1966, making all our products in our European manufacturing plants in Germany and England helping our retail partners grow their category with local support.

Interested in Britax Römer products? Talk to us today! Email: service.uk@britax.com Tel: 01264 386034

Advertorial BRITAX

Britax Römer, a safe place for growing dreams Britax Römer have launched the new generation KIDFIX i-SIZE which has been developed in partnership with leading car manufacturers, to give the ultimate car travel safety to your child. The KIDFIX i-SIZE can be used from 100 – 150 cm (approximately 3.5 – 12 years and has been designed and approved to the new i-Size standard, making it our safest KIDFIX* to date. Every feature on the seat has been developed with one thing in mind - maximum protection. The proven technologies of XP-PAD, SICT and SecureGuard, now combined with the redesigned seating area for optimum crash performance, offer all-round protection. ■

The safest KIDFIX to date*

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Developed in partnership with leading car manufacturers

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XP-PAD absorbs up to 30% energy in frontal impact*

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SICT reduces the side impact forces by up to 40%*

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SecureGuard reduces abdominal forces by up to 35%*

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The generously padded soft fabric covers and carefully placed air ventilation holes on the shell ensure child travels in comfort for longer.

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Helpful markings at the back of the headrest guide parents to find the right headrest height every single time when they change the seat between cars or transport multiple children in the same seat.

Interested in Britax Römer products? Talk to us today! Email: service.uk@britax.com | Tel: 01264 386034 nursery today

focus CAR SEATS

New for 2021

from Chicco www.chicco.co.uk

The versatile all-in-one Seat 4 Fix Air car seat with Isofix connections from Chicco provides maximum comfort all year round.

Every stage of growth The every stage FX, group 0+/1/2/3 is the ultimate transporter with easy install options and growth every way for every stage. With four seats in one, this every stage seat grows with your child starting as a rearward facing seat from birth to 18kg, to a 9-18kg Isofix installed forward facing seat, then converting to a belted booster from 15-36kg. The every stage FX transforms to fit as your kiddo grows. As the headrest adjusts up, AutoAdjust side wings expand to custom fit growing little ones all the way up to the tallest of 12 years old.

Designed for use from baby’s very first car journey until age 12, the Group 0+/1/2/3 takes little one all the way through childhood and now features clever air pockets for enhanced airflow and optimum comfort. In the Group 0+ position, the 360º swivel system allows parents to rotate the car seat, making getting little one in and out of the car easier than ever. The rearward facing position can be used for newborns until 18kg or 4 years. The Group 1 forward facing position lets children see the world and is suitable from 9kg to 18kg, whilst the Group 2/3 solution is suitable for children from 15kg to 36kg. In Group 2/3 configuration, the five-point safety harness can be removed and the Seat 4 Fix Air can be used with the car’s three-point seatbelt. Thanks to the adjustable headrest and comfortable reclining system, parents can find the perfect position for their little one, whilst the retractable side safety system protects against side impact. The Seat 4 Fix Air is available in Black.

01889 808 900 | uksales@joiebaby.com

Wish Upon A Shooting Star Cozy N Safe launch a unique group 0+/1/2/3 360° rotating seat. The Brand New Comet Group 0+/1/2/3 360° Rotation Car Seat is the latest edition to the Cozy N Safe range. This unique car seat is the perfect blend of style and functionality, but the Comet has an ace up its sleeve. The top tether is attached to the base allowing the customer to spin the seat a full 360° without moving or unhooking the top tether. The comet comes packed full of features such as extended rear facing up to 18kg, 4 recline positions, rotating lock to minimise user error, soft touch inner cushions, Cozy N Safe’s signature deep padding and finally the seat is finished in faux leather. The Comet is sure to look great in any car.

01902 494 905 | sales@cozynsafe.com www.cozynsafe.com

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THAT’S WHY TORIA ELITE

WHY has Toria Elite been awarded the BEST PRODUCT OF 2021 at the PLUS X Awards? Engineered to protect children from 76 cm to 150 cm, the new Toria Elite combines the high safety standard i-Size, increased travel comfort and outstanding design. The versatile child seat, that grows together with youngsters, can be individually height-adjusted into 14 positions and perfectly adapts to different body sizes. Equipped with an air ventilation system, seating foam from the automotive industry and a recline position, optimum comfort is achieved. The integrated speakers in the headrest allows little ones to listen to their favorite songs whilst keeping the head in the correct position, for enhanced safety. THAT'S WHY. Discover the full RECARO Car & Travel range at www.recaro-kids.uk

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focus CAR SEATS

Take an elite seat

Simple to swivel

reception.uk@artsana.com

The successor of the 2020 iF design award winner, Mako Elite, the Mako Elite 2 protects little ones aged from approx. 3.5 to 12 years.

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

With a new wider headrest and additional recline position, greater levels of comfort and safety are achieved. Thanks to the optimised Isofix system with rigid connectors, a simple installation in various vehicles can be guaranteed. Equipped with an integrated sound system in the headrest, the child seat provides the finest entertainment and encourages children to remain in the most optimised safety position during journeys.

01889 808 900 uksales@joiebaby.com

CarGoSeat making

staycations simple Revolutionary car booster seat doubles as pull-along wheelie case taking the stress out of family travel. CarGoSeat are readying for the big summer getaway (or staycation!), made even sunnier with a coveted spot in The Independent’s IndyBest listing of the top kids’ luggage must-haves, to make travel fun and easy. The reviewer was ‘hugely impressed’ by the clever 2-in-1 innovative design, which easily converts a car booster seat to pull-along wheelie case, and tips the recyclable seat as ‘worth its weight in gold’ for space-strapped parents. Designed for children weighing 22 – 36kg and at least 125cm tall, the seat complies with ECE R44/04 regulations and impressed the reviewer by being 38

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a ‘doddle’ to install. The seat easily converts into a 10L of fun storage with a simple, soft mechanism and no sharp parts. It comes in four easy to spot colours, is hygienically easy to clean, has a removable seat cushion and is recyclable at the end of its use. For more information please contact:

Joanne.Rice@mainetti.com +44 7909 926454 | www.cargoseat.com

2in1

Car Booster Travel Seat with wheels

For full details visit:

www.cargoseat.com

Perfect for daily use and sleep overs Available in 4 fantastic colours Huge 10 litre storage case Easy to clean and sanitise Quick installation 12 month warranty For trade enquiries contact Mainetti - UK Joanne Rice | +44 7909 926454 | Joanne.Rice@mainetti.com

www.cargoseat.com

The CarGoSeat complies with all UK and EU crash test requirements and meets ECE R44/04

Recycling service after use

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focus CAR SEATS

Grows with child Now available, the KIDFIX i-Size from Britax Römer. KIDFIX i-SIZE, the safest KIDFIX to date offering all round protection. ■ Grows with your child from 100 – 150 cm (approximately 3.5 – 12 years) ■ XP-PAD absorbs energy by 30% in a frontal impact* ■ SECUREGUARD reduces abdominal forces by up to 35%* ■ SICT reduces side impact forces by 40%* ■ Soft padded covers and carefully placed air ventilation holes on the shell ensures a comfortable journey Available June, talk to the Britax team today for more details.

01264 386034| Email: service.uk@britax.com

Test winning shows impact Cybex announced as ‘Test Winners’ in ADAC Car Seat Tests Cybex has been awarded as ‘Test Winners’ in this year’s ‘ADAC’ Car Seat Test results which analyse safety, operation, ergonomics and pollutant content. The Cybex Pallas G i-Size impact shield car seat has been recognised as a ‘Test Winner’ for toddler and child car seats from approximately 1 to 12 years old, whilst the Solution S i-Fix was awarded in the category for car seats from approximately 4 to 12 years old. The results continue the long running success story of Cybex’s popular and award-winning car seats renowned for their iconic design, innovative technology and superior safety.

www.cybex-online.com

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Axkid ONE Test Winner ADAC tests Axkid ONE for a wider range than all other products in the test! Axkid ONE is now the safest extended rear facing car seat ever tested in ADAC! Axkid ONE keeps pushing limits for innovation, safety and product development this time with the confirmation from the prestigious ADACtest. Axkid ONE is now proclaimed as the best extended rear-facing car seat ever tested in ADAC.

AXKID ONE – Innovative & Impressive results Axkid ONE proves that you can combine safety, comfort, easy handling and high quality to improve safety standards. Even though the Axkid ONE was tested with longer, heavier and larger crash safety dolls than any other rear-facing ISOFIX car seat, the safety results shown 1.6 was impressive.

Wider Range – More Safety After this test in ADAC Axkid confirm that Axkid ONE has brought new safety standards to the market. The crash test was conducted with Q3 AND Q6 crash dummies, this compared to other rearfacing ISOFIX car seats that only test with Q3 due to their limitations on weight and height. Axkid ONE puts new standards to the market with the range below: ■ Approved up to 7 years old / 23kg / 125cm length ■ R129 i-Size ■ Plus Tested

Axkid, as a leading child car seat manufacturer, planned to create a rearfacing car seat that can be used three years longer than any other rear facing child seat for children with ISOFIX. The car seat revolution continues.

Axkid testing goes beyond requirements and test with a Q1 crash dummy. From the images on this page, you can see representative children of the weight and height of the crash dummies. For us at Axkid, safety will always come first which is shown by offering the only rear-facing car seat with ISOFIX that actually covers the full range and can keep your child rear-faced and safe all the way up to 7 years. Axkid ONE’s unique design allows rear-facing to be just as simple as safe.

What is an ADAC-test and what does it mean? Every year Stiftung Warentest organises the most comprehensive car-seat test in Europe together with ADAC, the most prestigious crash institute in the world, and the ICRT which is the “International Consumer Research Organization”. The ADAC test is an independent test which means the manufactures cannot influence the result in any way. The 3 major test-criterions in the ADAC test are tested and weighted according to – Safety (50%), Operations (40%) Ergonomics (10%) and of course the mandatory pollutant test which is a pass/fail.

Axkid ONE is their latest innovation with solutions for rear-facing travel, for as long as possible. The Axkid team believe that safety, comfort, and easy handling must be intertwined. Improved standards and greater awareness save lives. Axkid, as a leading child car seat manufacturer, planned to create a rear-facing car seat that can be used three years longer than any other rear facing child seat for children with ISOFIX. The car seat revolution continues. From the Swedish safety heritage with the zero vision for injuries on the roads a voluntary test has occurred, Plus Test. The Swedish Plus Test put higher requirements with shorter breaking distance, higher neck forces and higher speed limits in a crash and are mandatory for Axkids’ rear-facing seats, also Axkid ONE. Together with Plus Test, ADAC test, i-Size, easy installation under 30 seconds and flexible legroom for both parents and child they can proudly confirm that Axkid One is the safest extended rear-facing seat ever! So, with this results in mind, and if you want to keep your child safe and rear-faced for as long as possible, Axkid can proudly say – there is only ONE.

For more information please contact salesuk@axkid.com

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focus CAR SEATS

Cozy N Safe

Launch i-Size Range Cozy N Safe have launched their brand new i-Size range with 3 new models!

Cozy N Safe are jumping into the i-Size market with not one, not two but three brand new i-Size models! Say hello to the Lancelot, Morgan and Tristan. The Lancelot and Tristan are forward facing seats suitable for children 76-150cm and the Morgan is one of only a few seats that is suitable from 40-125cm. The range features everything you have come to expect from Cozy N Safe such as their signature extra deep padding and soft touch, high quality materials. All seats come complete with 5 point harnesses, removable inserts, self-adjusting headrests, multiple recline positions plus more. The Morgan is filled with even more features such as 360° rotation function, and a seamless 50° recline feature. No more set positions, this seat gives you full control over the recline position providing even more comfort. To find out more contact Cozy N Safe on

sales@cozynsafe.com or call on 01902 494 905. www.cozynsafe.com

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focus CAR SEATS

Get out and about in style! My Babiie’s Group 0+ car seats form part of their Travel Systems and are per fect for keeping little ones safe and secure when out and about in the car.

Suitable from birth to 13kg these car seats feature side impact protection and a high level of protection all round . These car seats quickly and easily attach to the pushchair frame for walks around town and the handy carry handle and lightw eight design makes carrying in and out the car a breeze. These car seats can be attached to the vehicle using My Babiie’s ISOFIX base or secured in place using the vehicles seat belt.

hello@mybabiie.com | www.mybabiie.com

Car Seat Security Clip provides peace of mind for parents Toddlers wriggling free of car seat straps presents a serious danger to them in the event of a vehicle collision. The Car Seat Security Clip from Clippasafe is a best-selling yet simple and effective product to prevent this. It’s designed to keep harness shoulder straps in place, meaning that drivers can concentrate on the road, in turn reducing the likelihood of distraction and frequent stops to check on children and reposition the straps. By helping to prevent children climbing out of car seats, the device offers peace of mind for parents. The clip is easily fitted to shoulder straps up to 38mm wide, making it compatible with most child seats and it features a single ‘press to release’ button for speedy removal when needed. Managing Director of Clippasafe, Roger Cheetham said: “The Car Seat Security Clip consistently outperforms all other products in our online shop, so there’s clearly a need for it among young families. It’s a really easy to use and wellfunctioning product that parents love, it gives them much needed peace of mind when driving with toddlers.”

0115 9211 899 | www.clippasafe.co.uk

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Safely seated KneeGuardKids footrest impoves child’s safety and comfort while in the car. Child’s dangling legs cause not only discomfort but also lead to adverse effects, which may be dangerous when traveling by car. If the child does not sit in the correct position, even a slight collision or emergency braking may have serious consequences. The child’s limbs may suffer multiple injuries. Car seats will protect a child effectively only if it maintains a correct sitting position in a car, like a crash test dummy. KneeGuardKids footrests assist in creating and maintaining the correct sitting position.

KneeGuardKids footrest - a solution for both long and short trips KneeGuardKids, the crash tested footrest helps to maintain correct position of the child in every high back booster seat whenever traveling by car, regardless the distance. This footrest will eliminate numbness in the child’s legs as they will no longer lean against the edges of the car seat which causes pressure under the knees. What’s important, KneeGuardKids, when supporting legs, makes the child’s back rest against the seat and its head remains within the protected area. It is easy to assemble and adjust to individual needs of a little passenger. It is suitable for children up to 9 years old. KneeGuardKids has received positive feedback from experts in Poland, Germany and USA. National Parenting Product Award Winner.

sales@kneeguardkids.uk www.kneeguardkids.uk

with high back booster seat

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focus CAR SEATS

Patented safety system reception.uk@artsana.com

All in the motion Silver Cross is about to launch the first R129 approved, 360-rotating all stage car seat. Motion All Size 360 keeps children safe and comfortable from birth to 12 years. With 360 rotation for easy accessibility and both rearward and forward-facing modes, it adapts as children grow with removable inserts and a stow-away harness. Motion All Size 360 leads the way by meeting the latest R129/03 standard. Utilising state-ofthe-art crash test technology, together with the latest understanding of road traffic accidents to replicate real life scenarios, the Motion All Size 360 offers the best fit for all stages for ultimate comfort and safety.

A 2021 German design award winner, the feature-rich RECARO Tian Elite demonstrates expert versatility & durability. The group 1/2/3 car seat incorporates an adaptive backrest and seating foam, that seamlessly adapts to the needs and comfort of children and their body as they grow. The Tian Elite can be universally quickly and simply installed for ultimate practicality for parents and guardians. Clever additions such as the patented HERO safety system, air ventilation elements and integrated speakers in the headrest, enhance comfortability and entertainment, in a peerless execution of design, functionality and safety.

Email: info@silvercrossbaby.com www.silvercrossbaby.com

Be safe with Britax BABY SAFE iSENSE – the smartest car seat from Britax Römer. With smart lighting technology the BABY SAFE iSENS E installation lights have you covered, even in the dark. ■ i-SIZE approved and suitable for use from Birth – 15 months (40-83 cm) ■ Smart Lighting inside the seat allows parents to see the baby and for baby to see parent ■ Plus, the Smart Lighting on the outside helps the parent to see where they are going and makes popping the seat into the car easier at night or in dimly lit areas ■ 90-degree rotation when use with the FLEX BASE iSENSE makes placing the seat in and out of the car easy ■ Lie-flat technology allowing comfort for sleepi ng baby Talk to the Britax team today for more details.

01264 386034 | service.uk@britax.com

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GAZELLE S A LL- IN - ONE MODUL A R S Y S TEM

SINGLE

SIBLING

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CYBEX-ONLINE.COM

NEW

supplier snapshot This month we’re talking car seats. We question some of the industry’s finest to find out their thoughts on this important safety product category.

Luke Burns

GENERAL MANAGER, CYBEX Is innovation important in this category? Yes absolutely. The safety of a child is paramount and therefore continued innovation is essential. Our R & D team works extremely hard to ensure that Cybex can continue to enhance child safety even further, bringing the latest design and functionality to the sector. Our car seats are developed to meet our customers’ lifestyle needs, whilst always offering the highest safety standards. Parents look for enhanced safety features and new product designs that offer superior protection, support and comfort at each stage of their child’s development. We recently launched the Pallas G i-Size impact shield car seat which provides over 40% less strain on the neck, thanks to its impact shield which helps reduce the risk of neck injuries in a frontal collision when compared to a harness system. With some parents needing to switch their toddler to a forward-facing car seat before being in a group 2/3 seat, this is an example of innovation that meets their individual needs. Do you feel consumers are looking for any ‘additional’ functions the car seat may have? For example, alarm alerts, visual aids for correct fitting etc? Additional functions are designed to make everyday life easier, especially for new parents who want reassurance that their child is safe at all times. Our i-Size car seats are available with the SensorSafe Smart chest clip which provides essential alerts to help prevent critical situations such as overheating, when your child unbuckles the clip or if your child has been seated for too long. In addition, our car seats feature audio alarm alerts and visual aids for correct fitting, all designed to make customers’ lives easier, reduce user error and improve safety. How are you supporting your retailers within this category? Our team of dedicated sales reps and junior reps regularly visit stores, ensuring that retailers have all the expert knowledge and training they need. It’s essential that our retailers understand our products thoroughly so that they can advise parents on the best car seat for their child. During lockdown we also launched our online training academy which retailers could access from their mobiles, benefiting from demonstration videos and online training sessions. This is still proving to be a useful resource for our retailers, helping them access all the latest car seat product information at the touch of a button.

Warren Stokes OPERATIONS COORDINDATOR, COZY N SAFE

Do you feel that the consumer is taking into consideration safety elements before style? The parents and consumers of today are definitely looking for a greater balance of both style and safety. Cozy N Safe has invested into new technology systems of ergonomics, manufacturing ethically and consumer experience along with technological fabrics and styling methods to adapt to the demands of today. Is price a consideration, are consumers looking at price first, then safety second? Economics are always a key part in the consumers purchase decision, however with car seats it is a more decisive point that parents will not sacrifice their child’s safety. This is where Cozy N Safe have always ensured that there is no sacrifice on either quality or innovation and that all of our products are always fairly priced. Do you feel consumers are looking for any ‘additional’ functions the car seat may have? For example, alarm alerts, visual aids for correct fitting, etc. With the emergence of new technologies and innovation being offered by the entire industry the requirements of consumers have exceeded the traditional systems from the past, therefore the growth of technology within products will continue to grow alongside the technological era in which we are currently within. How are you supporting your retailers within this category? Communication, relationships, understanding, commitment, support and a constant dialogue between the customer and brand to ensure that the delivery of experience is nothing less than exceptional for both the customer and consumer, hence ‘Without Compromise’.

Debbie Wakeﬁeld

MARKETING MANAGER, DOREL JUVENILE UK & IRELAND During the pandemic, have you experienced a growth or increase in demand in a particular Group? As parents were not able to travel due to the restrictions, we saw a decline in the purchase of car seats for groups 1-3. This is because consumers were simply not going anywhere to need a car seat. However, it is notable that sales in infant car seats remained consistent, as babies were still coming into the world. Though, there was not the huge baby boom that everyone expected. However, as a brand Maxi-Cosi did experience a surge of sales through other areas of the business such as home equipment, as parents needed options to keep baby safe/occupied around the home.

How important are award wins or accolades in this sector? Does this assist with consumer confidence in a brand? Awards are really important to parents when it comes to influencing their choice of car seat for their child. All of our products at Maxi-Cosi are tested above and beyond industry standards but the testing of independent awards bodies such as MadeForMums, Mother and Baby, Which? and STiWa add an additional layer of confidence in the product and brand. Two of our infant carriers, Marble and Tinca were actually just awarded 4 stars in the latest STIWA results, which we are really proud of. 48

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Damon Marriott

HEAD OF PRODUCT DEVELOPMENT, JOIE

As an industry, are we putting out sufficient information on the dangers of purchasing a second hand car seat? When it comes to child safety, you can never do enough to drive that message home. We are always looking at new and creative ways we can encourage parents to consider these factors, as well as stressing the importance of extended rear facing and safe installation. How important are award wins or accolades in this sector? Does this assist with consumer confidence in a brand? Showing that your product has a won an award is a great way of letting consumers know that your products live up to their expectations and can give them faith that they are making the right choice. We are proud to display our awards so that our consumers can have faith in our brand. How are you currently driving your message to consumers? We are continuing with our advocacy for extended rear facing as well as driving forward some of our safest seats including the i-Gemm, the i-Spin 360 and the i-Traver through the media. We are also very happy to have received the high ranking ‘good’ ADAC rating for the i-Traver. How are you supporting your retailers within this category? Now that stores have re-opened, we are continuing to support retailers directly via our training and merchandising team as well as providing a full array of digital assets for use online. We are also offering car seat Q&A sessions to our consumers, via our retailers so that they can feel supported and fully informed.

Donna McCullough MARKETING MANAGER, JOHNSTON PRAMS

With lockdown restrictions easing, do you feel that consumers have fully understood requirements and legislation by researching car seats online? Those consumers willing to do their research will have done it on-line for sure. It is hard to gauge if everyone understands all the information out there though! With the shops opening up and restrictions easing I am sure consumers will be delighted to go to the shops to get clear answers to important questions. As an industry, are we putting out sufficient information on the dangers of purchasing a second-hand car seat? No, I do not think that enough information is reaching consumers about how risky this is. Johnston Prams is planning to do a marketing and information campaign around this issue very soon. During the pandemic, have you experienced a growth or increase in demand in a particular Group? The 0-1-2-3 group has increased in demand as people look for a seat that lasts longer. Do you feel consumers are looking for any ‘additional’ functions the car seat may have? For example, alarm alerts, visual aids for correct fitting, etc. Having extra features such as JANE QR codes that take the consumer to a page where there are fitting guides and other information is a very important and progressive development. If additional functions are simple and add value, they are an additional reason for consumer to make the purchase. How are you supporting your retailers within this category? We are keen to support retailers by providing banners for their websites and online (video) product demonstrations. Also, we have a comprehensive car seat buying guide on our site. We have regular special offers and, of course, we are always voice at the end of the phone. Pease feel free to contact us if you need any support: sales@johnstonprams.co.uk or donna.mccullough@johnstonprams.co.uk

Hamish McPhillips

HEAD OF CAR SAFETY, SILVER CROSS

With lockdown restrictions easing, do you feel that consumers have fully understood requirements and legislation by researching car seats online? It’s hard to give a definite answer as there’s is no easy way to verify this. There is a lot of information available on the web, but it takes a lot of time to research and digest before making a purchase. We always direct customers to specialist retailers who offer expert guidance, helping with this process and ensuring the best product fit for the customer. As an industry, are we putting out sufficient information on the dangers of purchasing a second hand car seat? The industry is clear and aligned on this point. However, to avoid this happening support is needed from the popular online marketplaces. How important are brand names in this category and why… Customers always look to well-known brands for trust and that is only accelerated when it comes to car safety. We invest heavily in the development of our products to offer the best in safety, comfort and ease-of-use. Independent consumer testing by the likes of ADAC recognise this and merit accordingly. Unknown brands can come and go very quickly in this category. Do you feel that the consumer is taking into consideration safety elements before style? It really depends on the individual customer and how much research they have done. If the safety elements are communicated clearly to the customer, I would suggest that yes, most customers would be safety focused. Is price a consideration, are consumers looking at price first, then safety second? Price is always important. No matter what the budget, customers are likely to request the best level of safety for their budget. There will always be a certain customer who is not aware of the safety side of a car seat, however better awareness is changing this. Is innovation important in this category? Absolutely! The market craves innovation and we are lucky to have great brands continually driving things forward. The child car seat market has changed considerably over the last decade, with the introduction of R129, uptake of ISOFIX and the must-have rotating options. Who knows where we will be the next 10 years! Do you feel consumers are looking for any ‘additional’ functions the car seat may have? For example, alarm alerts, visual aids for correct fitting, etc. Customers want the car seat to be easy to fit, use and adjust with limited chance of error. All functions added to the seat need to offer this How are you supporting your retailers within this category? We always offer instore training for new staff, or even refresher training for more experienced retailers. Recently we have launched our new online training portal which offers interactive and bitesize training segments. Many of our retailers use the Silver Cross mobile App religiously, sharing with customers at point of purchase to ensure they know exactly how to use their new car seat. We ensure our car safety product range is easy to understand, with definitive products for each category.

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focus WEANING

Bottle

to bowl Weaning can cause many parental anxieties. Fortunately as a product category brands have it covered.

he transition from breast or bottle feeding to weaning onto solids and teaching infants how to self feed can cause a plethora of problems for parents. Nursery Today asked Vital Baby’s Senior Product Development Coordinator, Hannah Juniper whether we have sufficient innovation within this category to aid parents in making this a smooth transition. “Weaning certainly can be an overwhelming journey for parents and babies. Babies are exploring new and exciting tastes and textures and parents are naturally concerned that their baby is getting the correct foods with the right nutritional values.” Said Hannah, adding “The key to successful and worry-free weaning is to be able to relax and enjoy the fun. For that, your product choice is very important. Careful consideration has gone into the innovation of our Vital Baby NURTURE, HYDRATE and NOURISH ranges – they’re designed to work alongside each other when baby is ready to wean to make the journey as smooth and enjoyable as possible. From feeding bottles that make breast and bottle combination feeding a breeze to long, easy grip spoons with soft, shallow tips and soft spout non-spill cups that are easy to drink from and hold, Vital Baby have it all covered.” Nuby’s Head of Marketing, Helen Curran would agree commenting “It’s natural for parents to find weaning a little daunting, especially if it’s a new experience. “We’ve recently launched an innovative new weaning tableware range, but although good products help make the process easier, it’s more important that parents have the knowledge, support and confidence to aid the transition to solids.” Helen also feels that information to assist is always there to offer a helping hand adding “There are so many sources of great advice available. Parents can seek information from health professionals, weaning experts or watch influencers sharing their weaning journeys on social media for inspiration.” When we look at teaching how to self feed, is it important that feeding products

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are ergonomically designed? Hannah told Nursery Today “it’s important to take everyone’s needs into account - both Image courtesy baby and parent” adding “everything about weaning and feeding development is gradual and can change from week to week – one week babies struggle to any specific message to the consumer? who are perhaps more eco-aware, are bring their spoon to their mouth and the “Parents are increasingly sharing their consumers also now perhaps more next they could be feeding themselves! weaning journeys, experiences, concerns than ever, looking more closely at the Because of this, we’ve made sure that our and questions on social media. type of materials used in manufacture products grow with babies and parents “It can be a great way to learn, connect on these type of products? As an eco at the same time. As an example, our and find a supportive community of brand, Celeidh would give a definite ‘yes’ NOURISH range starts with soft, shallowparents going through the same process.” commenting “Parents are very good at tipped, long-handled spoons – soft and Comments Helen, adding “The downside researching what’s best for their children. shallow tips for babies who, at this stage, of social media is that it can sometimes We’ve received a lot of inquiries about our can’t use their tongue to scoop food from show an unrealistic and glossy image of bamboo tableware the spoon, and long parenting. It’s best for parents to follow since some European handles for parents influencers and other parents that give countries banned to reach into food jars the sale of Bamboo honest advice about real-life parenting.” or rest on the side Fibre tableware for Finally, what type of benefits can of the bowl during children for having retailers expect by stocking products mealtimes. From dangerous levels of that cater to assist parents through there, our NOURISH Formaldehyde in their weaning journey with their little range guides parents them. Our tableware one? Celeidh feels this is a great selling and babies one step is 100% natural category for retailers stating: “Weaning at a time, helping bamboo and hasn’t is a high potential sales and profit them go at their own been mixed with category for retailers, many of whom pace.” Melamine which is have had only a limited offer in this area. Eco Rascals Coessentially a plastic. No retailer dominates this category Founder Celeidh Cook Parents are also hyper so the opportunity for incremental Hannah Juniper, Vital Baby understands these aware of the dangers growth is enticing. The consumer trends challenges telling us: of their children being exposed to plastic towards products that are good for “Our spoon handle is short to allow for the - in particular plastic which comes into children and good for the planet are only child to guide it to his/her mouth more contact with hot food.” accelerating. Eco rascals are investing in a easily. Eco rascals plates have sections and Hannah also feels that consumers are UK team to help maximise this category walls high enough to support a child who is very “switched on” commenting that “The for retailers.” still mastering their pincer grips.” consumer has instant access to a world As Hannah says “One thing is for sure, We also asked Celeidh whether brand of information through the internet every baby will need to be weaned at some awareness is important within this some good and some bad, let’s face it. point. So if you’re a nursery retailer or you category? “It is definitely important but When we design our products, we take have a nursery department in your store, not enough, brands must offer something material choice into account to ensure you don’t want to be missing out on the special too like design and being that we constantly deliver to every aspect sales that feeding and weaning can deliver,” environmentally kind. Great quality of consumer needs, from safety and adding “For stores that have historically products and great customer service sets functionality, to durability and sustainability. focused on bigger purchase items, brands apart in this category too. Parents All materials used in Vital Baby products weaning can deliver easy incremental sales are so passionate about giving their are put through stringent testing regimes opportunities. There are lots of choices out children the best start in life and we’ve there, so be sure to make your selection to ensure safety at all times, and the vast been so well supported by Mums who stand your store or section out from the majority are fully recyclable too.” genuinely love our products and cooking crowd, giving you that critical point of What about social media, how active for their children.” difference to your competitors.” is this within this category does it drive With the rise of the modern parent

Doddl

One thing is for sure, every baby will need to be weaned at some point. So 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 feeding and weaning can deliver

focus WEANING

The Clean Green way to Wean! Parenting is tough enough without the eco-guilt, so let’s meet the adorable new 100% compostable weaning range. Nuby take rice husk, a natural by-product of rice farming, and squash it together with some starch to form super durable, non-toxic tableware, cutlery and cups for your little ones. Not only is it good for the planet and more eco-friendly than most bamboo products, it’s dishwasher and microwave safe too. Once your little one has outgrown the range, it composts back into the earth in a few months leaving zero nasties behind. The Nuby Rice Husk Eco Tableware Range is suitable for children aged 6 months plus. Compostable and biodegradable, the set is environmentally friendly as well as stylish and high performing. Made from 100% natural Rice Husk, the set is completely dishwasher and microwave safe as well as being BPA free.

www.nuby-uk.com

Messy mealtimes? No problem! With babies and toddlers, mess goes

with the territory!

For the past 17 years, multi-award-winnin g Bibetta has been making family life easier (and a little more fun!) with its range of dura ble weaning and feeding bibs, placema ts, lunch bags and floor mats. With a fantastic selection of over twenty fun and brigh t designs, from foxes to flamingos and safari to sleep y hippos in the neoprene collection, to fun fruit faces in the Wipeezee® range, there is something to keep every little food mon ster happy and content! And for parents, cleaning Bibetta products couldn’t be simpler.

01223 840236 | enquiries@bibetta .com www.bibetta.com

May 2021 was all about weaning for doddl! Together with expert partner Stacey Zimmels, one of the UK’s leading Feeding Specialists, doddl hosted a range of weaning events to help parents as they start their weaning journey. Cat Dodd, doddl founder said “running the workshop in partnership with Stacey has given us a fantastic opportunity to discuss the benefits of introducing cutlery right at the start of weaning – alongside baby-led weaning methods.” Showcasing doddl baby cutlery in the best possible way, Lucy Mecklenburgh shared a film of her baby Roman using doddl happily in her Instagram Stories and raved about the cutlery. Lucy posted “Lots of questions about Roman’s cutlery, I bought it on Amazonuk. Roman found it so much easier feeding himself with this cutlery & near enough completely uses a spoon/fork at every mealtime now!! Which I can’t actually believe”. doddl Head of Sales Tim Dowds said “we always strive to offer excellent value to our customers, through our expert partnership with Stacey, we continue to offer not only market leading cutlery, but also relevant content that will help parents with any mealtime questions they have.” For more information about doddl contact Tim Dowds.

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Email: tim@doddl.com www.doddl.com

focus WEANING

From six to twelve!

The Feed Me Combi is the ultimate 4-i n-1 highchair that grows and adapts with baby from 6m ths of age through to twelve years old. The modern wooden frame and clea n white plastics will become a styli sh piece of furniture to any home and that has been recognised with winning Gold in the Made for Mums Awards 2021 The Feed Me Combi can be used as a standard highchair from six months and is also easily adjustable to a low feeding option. Whe n toddler prefers to sit at the table, the seat can be fitted onto a dining chair and secured with the included safety straps. Features a handy washable flexi inset feeding tray whic h is invaluable for messy baby led mea ltimes!

sales@redkitebaby.com | www.re

dkitebaby.co.uk

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

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

Roarsome fun at mealtime Dinnertime is roarsome fun with the animal and transport section plates from eco rascals. Eco-conscious families can say goodbye to using plastic and hello to safe and non-toxic FSC certified natural and organic bamboo. With two to three sections in the plate, food can be easily separated so babies can enjoy the discovery of new tastes. The food grade silicone suction rings available in an array of colours ensures the plate stays put. You won’t find any plastic, BPA, BPS, Melamine or Formaldehyde in eco rascals tableware.

celeidh@ecorascals.com | www.ecorascals. co.uk | www.ecorascals.com

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Super cute eco cups Babycup First Cups – now biodegradable and accredited by the Oral Health Foundation The award-winning Babycup First Cups have new packaging artwork plus enhanced eco credentials with the super-cute cups now being biodegradable as well as recyclable. To top it off, they’ve also become accredited by the world-renowned Oral Health Foundation. Founder and CEO, Sara Keel, commented, “The best updates are often those that didn’t have to be done but were implemented to make an already great product even greater – that’s how these changes feel and we are truly delighted.” Made in Britain and loved around the world, the mini open cups are a hit for cup-feeding, first sips, weaning and beyond. Contact Babycup on hello@babycup.co.uk to discuss adding Babycup First Cups to your feeding line up.

www.babycup.co.uk

²ǿȌȌɈǘ ƵȁƮȺ ǏƵƵǶ ƧȌǿǏȌȲɈƊƦǶƵ ǏƵƵǶ ƧȌǿǏȌȲɈƊƦǶƵ Ǟȁ ɈǘƵ ǿȌɐɈǘ

!ȌȁɈȌɐȲƵƮ ǘƊȁƮǶƵȺ ƊȁƮ ȺȌǏɈ ɈȌɐƧǘ ƊȲƵƊȺ ƵȁƧȌɐȲƊǐƵ ȯǞȁƧƵȲ ǐȲǞȯ ƮƵɨƵǶȌȯǿƵȁɈ

²ǘȌȲɈ ǘƊȁƮǶƵȺ ²ǘȌȲɈ ǘƊȁƮǶƵȺ ȲƵǿȌɨƵ ǐƊǐ ȲǞȺǲ ƊȁƮ ƊȲƵ ƵƊȺɯ ɈȌ ǘȌǶƮ ƊȁƮ ƧȌȁɈȲȌǶ

(ȌƮƮǶ ƦƊƦɯ ȺȯȌȌȁ ƊȁƮ ǏȌȲǲ ȺƵɈ ǘƊȺ ƦƵƵȁ ƵɮȯƵȲɈǶɯ ƮƵȺǞǐȁƵƮ ɈȌ ǘƵǶȯ ȯƊȲƵȁɈȺ ȺƊǏƵǶɯ ǞȁɈȲȌƮɐƧƵ ƧɐɈǶƵȲɯ ɈȌ ɈǘƵǞȲ ƦƊƦɯ ǏȲȌǿ ƊȺ ƵƊȲǶɯ ƊȺ ‫ ׆‬ǿȌȁɈǘȺ‫خ‬

RƊȁƮɯ ɈȲƊɨƵǶ ƧƊȺƵ ǲƵƵȯȺ ƧɐɈǶƵȲɯ ƧǶƵƊȁ ƊȁƮ ǘɯǐǞƵȁǞƧ

ɩɩɩ‫خ‬ƮȌƮƮǶ‫خ‬ƧȌǿ

‫ۊ‬ƮȌƮƮǶ

IȌȲ ǿȌȲƵ ǞȁǏȌȲǿƊɈǞȌȁ ƊƦȌɐɈ ƮȌƮƮǶ ȯǶƵƊȺƵ ƧȌȁɈƊƧɈ ÀǞǿ (ȌɩƮȺ‫ ب‬ÀǞǿ‫ۊ‬ƮȌƮƮǶ‫خ‬ƧȌǿ

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Interview Lansinoh

Lansinoh announce new product launch

Last month Nursery Today had the pleasure to question Lansinoh’s UK Marketing Manager, Lisa Craven about breastfeeding - as a brand they have been continuing to innovate over the past few years and are excited to announce the launch of their new Birth Preparation & Recovery range. Here we find out more. Why has Lansinoh entered a new product arena? It is Lansinoh’s mission to help mums and babies get the best start in their new lives, and our new Birth Preparation & Recovery range has been launched to help support new mums during their postnatal recovery. Incident levels of perineal trauma in the UK are significant, but this is not a topic which is talked about widely amongst mums. In the UK, 85% of women who have a vaginal birth will sustain some form of perineal trauma (which can range from bruising and swelling, right through to 4th degree tearing), and of these women, at least 70% will require suturing. Whilst this is something that many women suffer from, this lack of conversation means that new mums aren’t fully aware of what to expect after giving birth.

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We have a highly engaged audience of nearly 100,000 followers across our social media channels. To support the launch of the Birth Preparation & Recovery range, we have launched the ‘What We Know Now’ PR campaign.

What are the links between birth preparation & recovery and breastfeeding? Founded by a breastfeeding mum, Lansinoh has been dedicated to supporting new mums for nearly 40 years. This range was developed in conjunction with carrying out extensive research into the impact of birth related injury and pain on breastfeeding outcomes. This paper was published in the BJM in January 2020 and highlighted that in a survey of 1,000 mums, 71% of new mums experienced discomfort or pain while breastfeeding. 1 in 4 of these mums reported that pain relating to their birth directly impacted their ability to breastfeed.

How will Lansinoh use existing brand awareness to enter the birth preparation & recovery category? Lansinoh is well positioned to be a leader in the birth preparation and recovery category. The brand has strong consumer awareness in the UK, with 77% awareness for our HPA Lanolin with mums with babies 0-6 months, as well as strong clinical credibility, as 91% of HCPs would recommend HPA Lanolin for sore nipples. As a brand that is so well trusted within the breastfeeding category, we want to ensure that mums feel confident knowing that our new products are simple and safe to use and backed by research and guidance from experts.

How will this range be promoted via social media to gain awareness? We have a highly engaged audience of nearly 100,000 followers across our social media channels. To support the launch of the Birth Preparation & Recovery range, we have launched the ‘What We Know Now’ PR campaign. This campaign aims to prompt honest conversations around preparing for birth and the fourth trimester period. As part of the campaign, we have teamed up with our UK brand ambassador Marley Hall, a registered midwife and mum of 5, Becca Maberly, author and pregnancy & postnatal expert, and Dr Katie Bourdillon, Senior Manager in the Lansinoh UK NPD Department, to host the ‘Let’s Talk’ IGTV series. This series will see discussions on the fourth trimester and post-birth recovery, both from an expert point of view, but also as mums who can share their experiences.

Can you tell us more about the range itself and how it will support mums with their post birth recovery?

Our new Birth Preparation & Recovery range features, Organic Pre-Birth Preparation Oil, Organic Post-Birth Relief Spray, a Post-Birth Wash Bottle, and a Cold & Warm Post-Birth.

Our new Birth Preparation & Recovery range features, Organic Pre-Birth Preparation Oil, Organic Post-Birth Relief Spray, a Post-Birth Wash Bottle, and a Cold and Warm Post Birth Relief Pad. The range has been developed to be used as a 4-step process to prepare, cleanse, soothe and relieve pain of the perineal area following childbirth. Perineal massage is recommended from 34 weeks of pregnancy and has been shown to reduce the risk of a perineal tear. The Organic Pre-Birth Preparation Oil (£12.99) nourishes and conditions the external skin of the perineum and facilitates perineal massage, which promotes skin elasticity to allow more stretch at birth. The oil is gynecologically tested and specially designed for use on the perineal area. The Organic Post-Birth Relief spray (£14.99) has been clinically tested to help soothe and relieve discomfort during post-birth recovery. It has also been Gynecologically tested to be suitable for sensitive skin. This product

has a unique blend of herbal ingredients including Aloe Vera, Chamomile and Cucumber. The 360° sprayer allows gentle and easy hands-free application from any angle, enabling mums to reach areas of discomfort more easily. Lansinoh Post-Birth Wash Bottle (£9.99) provides gentle, hygienic cleansing for stressed, tender areas and more comfortable bathroom trips. When filled, the Post-Birth Wash Bottle can hold 360ml of water and can be effectively used upside down and has an angled spout to help cleanse hard to reach areas. Our final product in the range is an innovative Cold & Warm Post-Birth. Relief Pad (£13.99). Used cold, it provides relief from perineal, haemorrhoidal or C-section discomfort, and stays flexible after freezing. Used warm, it effectively moulds to the body, and it can be applied to the abdomen for soothing relief from postnatal uterine cramping. The product comes with 12 single use hygiene sleeves.

35,17 8. %3 5 $G 5$1*( [ PP 1XUVHU\ WRGD\ SGI

75% of women said they were unprepared for the physical pain & recovery after having a baby.1

new

Lansinoh has launched its NEW Birth Preparation & Recovery range, designed to support new mothers prepare for birth and support their postnatal recovery. Simple, safe and backed by research and guidance from experts.

For more information, please visit lansinoh.co.uk/contact-us & select 'trade enquiry’ 1 Lansinoh (2021) Postpartum Survey. Internal Lansinoh report. Unpublished.

We are with you,

Mama

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COCOON sustainable 4-in-1 furniture combines value and innovation The award-winning Australian brand, Cocoon, is now available for the first time in the UK. This innovative product transforms from Newborn crib, to Cot, to Toddler Bed and finally becomes a Sofa, giving parents at least 5 years of use. It is the ultimate long term furniture system. This sustainable range is made from solid wood (no veneers or MDF) with incredible craftmanship and attention to detail. Cocoon is the latest brand to be added to the Johnston Prams range of products and is also available via drop ship. It exceeds all safety standards and is an attractive addition to any nursery. Kerry from Sisters and Sons Blog, the first to use Cocoon, says: “You can definitely tell Cocoon is made to last. The cot is fantastic, and I love the whole concept. Also, it’s easy to build and change to the different stages.”

Interested? Contact: sales@johnstonprams.co.uk

Thoughtfully designed

This Snowdon collection embraces traditional sleigh detailing - a first for Ickle Bubba! Including thoughtful design details like soft close doors and lots of storage options, this collection is a beautiful choice for any nursery. With two size Cot Bed options, a Wardrobe and a Chest of Drawers / Changer; the Mini Cot Bed can be converted into four different options, including day bed and toddler bed, while the Classic Cot includes multiple height positions and a toddler bed option too. The Chest of Drawers and the Wardrobe have the same sleigh design and elegant finishes to give a touch of sophistication to baby’s room - there’s lots to love here!

For more details, please contact Grant Koston on the below: 07900 612800 | grant.koston@ icklebubba.com 58

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new!

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

Buggysnuggle launch new prints and fabrics Buggysnuggle has been producing snuggly stuff since 1998; original products made from soft, cuddly fabrics that are loved by parents and baby. After 22 years, Buggysnuggle has now relaunched with a complete makeover to include new logos, packaging, the brand’s voice, a new website, social media presence and a new collection of bespoke designs & prints. Buggysnuggle stockists can enjoy high customer satisfaction and low returns as a result of their design expertise, product quality and performance. Their new 2021 collection, with an array of fabric types and prints, is now in stock in the UK for immediate dispatch with low MOQs.

01202 303 777 | info@buggysnuggle.com | www.buggysnuggle.com

Functional workouts Mammerlli new Summer 2021 collection. g After unparalleled success with its launch collection, excitin is arelli Mamm brand wear maternity at leisure and active range of building on its foundations with a NEW Summer 2021 n-day moder the for r ut-wea worko stylish and nal functio highly Sophie ing mum. With high profile influencer fans includ tion Bertrand and Tor Cook, the brand is fast-building its reputa gym. the at and home at both as mamm for as the go-to gear

www.mammarelli.co.uk

focus focus SLEEP TIME

All about the zzz’s!

Snüz believe that when it comes to a happy parent and child, it starts with a good night’s sleep.

This is the very reason why the team have spent hours meticulously designing the very best products to help families get ZZZ’s! They may well be side-lined by the iconic SnüzPod bedside crib, but the Snüz accessories are worth shouting about. Parents can create the dreamiest setting with SnüzC loud, with soft plush fabric, 4 soothing sounds and two light options; the cuddl y sleep aid will help comfort baby day and night. And for parents tackling the night time nappy change – they need a SnüzPouch. The award-winning baby sleeping bag has a genius nappy change zip to limit all disturbances for babies! Available in a range of stylish designs.

01789734022 | trade@snuz.co.uk | www.snuz

.co.uk

Sweat dreams

are made of these Sleeptime is an area that causes many anxieties for new parents. Fortunately manufacturers and suppliers keep this sector refreshed with great sleeptime solutions.

Magic is where the rainbows are Dream of a land somewhere over the rainbow with Chicco’s new addition to its First Dream range of nightlights, the 2-in-1 Rainbow Sky Bed Arch. Combining a magical rainbow archway over the crib and a removable nightlight, the Rainbow Sky Bed Arch lights up the room with a beautiful pattern to help little one drift off to sleep. The fabric rainbow arch is joined together by a star nightlight module, providing soothing light show as well as classic melodies, with two volume level, each that run for either 15 or 30 minutes. After six months, once the arch element is removed, the star module continues to shine brightly and can be used independently as a portable bedside nightlight. The Rainbow Sky Bed Arch can be easily attached to little one’s crib, and is compatible with the Chicco Next2Me range as well as most wooden beds and cribs.

www.chicco.co.uk 60

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leep is probably one of the most important things (aside from eating) that a baby does, however this is also an area that can create huge anxieties for many parents which is perhaps why we experience a great uptake on all related products from bedside cribs, mattresses, monitors through to bedding. Newborns can sleep for up to 18 hours in a 24 hour cycle, three to six month olds on average eight hours or longer at night and six to 12 month olds up to 12 hours at night (of course during the night sleep can be disturbed as infants may wake for nighttime feeds or due to disturbance in sleep times patterns). However, that’s a lot of time spent in a crib, cot or toddler bed. Due to the level of parental anxiety and with so much information readily available online, parents will research products in this category or turn to social media for advice and will be comforted by products that might have endorsement by way of, for example, The Lullaby Trust, award accolades on packaging, fabrics that have breathability or are Oeko-Tex certified. Bedside cribs have seen a huge uptake in interest and is a continual growing category with many brands now embracing this as a staple within their product ranges. This is perhaps one of the largest innovation sectors seen over the years within sleeptime solutions and one that hasn’t stood still, with many great new product launches to satisfy the growing consumer demand. Social media has definitely enabled this product category to evolve and draw awareness not only in assisting driving the message about the dangers of co-sleeping but has highlighted the benefits that bedside cribs offer. Mattresses are a another area which have seen changes over the years and have kept inline with consumer trends, with more brands recognising the need to address the type of materials used with ‘breathability’ and ‘anti allergy’ properties being perhaps at the core of R&D. With consumer magazines and online publications/advice websites regularly publishing articles on safer sleeping and lists of ‘do’s and don’ts’ when it comes to sleeptime, this gives information hungry parents a higher level of information of higher grade mattresses and their benefits rather than a simple piece of covered foam for their baby to sleep on. We highlight some great sleeptime products over the following pages that are all ready and available to order now.

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focus focus SLEEP TIME

Side by side closeness The roomie glide gives that side by side closeness without the worry. Parents can enjoy every waking moment of those newborn nights, without losing sleep over whether they are snoozing safely. With its lightweight aluminium frame roomie glide features a simple to use sliding side panel that lifts and lowers easily with just one hand. Soothing little one in the night is child’s play with the gentle gliding motions of roomie glide – and when they are settled, simply secure the glide into place with the one touch lock. With 10 tummy tilt positions roomie glide incline helping little one to comfortably digest their bedtime snack.

sales@ukjoiebaby.com | www.uk.joiebaby.com

Counting Sheep The Counting Sheep collection from Silvercloud has been specially designed to help create an individual themed nursery, using 100% cotton with soft-touch fabrics, and a gentle, unisex colour palette. Adorable sheep characters appear on every piece, with printed, embroidered and appliqué details. Discover matching bedding, blankets and nursery accessories, along with beautifully packaged embroidered muslins and comforters that make perfect baby shower gifts. The Counting Sheep collection was 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.

Award winning sleep

Red Kite’s Dreamer Bedside Travel Crib is a hit with mums

The Made for Mums 2021 Bronze winner Dreamer Bedside Travel Crib is the new updated version of an old favourite but with the massive additional feature of including a drop side to allow for bedside safe sleeping. Still the same practical size and easy to assemble features, but with new soft grey premium quilted fabrics on the top rails and soft mattress, the Dreamer Bedside Crib is an amazing value travel option. With mattress included and extra storage under the bassinette and pockets, the Dreamer Bedside Crib is a perfect choice for your holidays, visiting friends and family or for your own home.

sales@redkitebaby.com www.redkitebaby.co.uk

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

Natural and stylish essentials Established in 2006, Green Sheep Group (GSG) is a forward-thinking brand specialising in the design and manufacture of nursery baby products. GSG was named in the prestigious Sunday Times Fast Track Top 10 Ones to Watch in 2017 and has garnered a Global retail support network, working directly with leading national retailers and an extensive network of independent stores. Two iconic and much-loved brands operate under the company umbrella of GSG; The Little Green Sheep and Snüz. Snüz was created in 2014 along with the iconic and award-winning SnüzPod, the UK’s very first mass-market bedside crib. Since then, the brand has grown to lead the way in stylish nursery and kids’ products including furniture, décor, mattresses, sleep aids and play. The brand has one clear commitment to create the very best products to help parents and babies get the most sleep they can. The Little Green Sheep is dedicated to producing beautifully crafted products made with organic materials, to create natural and stylish baby essentials. From award-winning baby mattresses and Moses baskets to super soft organic baby bedding and stunning wooden baby gyms, perfect for natural play time!

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Supporting sleep As snug as a bug! The My Babiie Elephants Travel Cot designed with Dani Dyer as part of her “Cherish” collection is quick and easy to assemble and looks gorgeous. This travel cot can double up as a playpen and is a must have travel essential for babies. It is a great value travel companion, suitable from birth, and comes complete with a handy carry bag and handles. The beautiful elephant and giraffe print sleeping bags are soft, cosy and convenient. With a zipper down the front for easy nappy changes and getting baby in and out. My Babiie sleep bags will keep little ones warm and feeling secure throughout the night!

Tommee Tippee’s Grobag range of sleepbags, swaddles and sleepsuits are designed to keep little ones cosy throughout the night as they grow and develop. With different tog counts to suit all seasons and variants for age groups from 0 to 36 months. Tommee Tippee Grobags are designed to ensure that baby’s legs are in a natural ‘frog-legged’ position when sleeping to support correct hip development. Leading nursery wholesaler, Baby Brands Direct, are pleased to offer independent retailers the full selection of Tommee Tippee Grobags, which come in attractive pink, grey and blue marl designs – as well as adorable Ollie the Owl and Pip the Panda variants.

0208 845 5000 | sales@babybrandsdirect.co.uk www.babybrandsdirect.co.uk

hello@mybabiie.com | www.mybabiie.com

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nursery@east-coast.co.uk

www.eastcoastnursery.co.uk nursery today

focus HIGHCHAIRS

Six in one! Meet multiply 6in1, a dinner date plus play date all in one; this highchair has every mode imaginable from 6 months, up to 6 years. Starting from a baby mode highchair up to a maxed-out highchair, then converting to a mini table with every mealtime milestone in between; finally, converting to a booster seat, portable booster and toddler play table! Multiply has all the ingredients to cleverly re-mix into a perfectly sized and suited mini-table designed for toddler’s playtime, art time and dream away time. As a booster seat it can travel along to dinner dates when in the booster mode - with a quick tuck away and easy tidy up design. Up, down, all around - height adjusts to fit quickly growing little ones and varying table heights with a total of 5 height adjustments.

01889 808 900 uksales@joiebaby.com

Spotlight

Perfect for any occasion The Feed Me Deli Hi Lo highchair is easy to use and perfect for any occasion. Suitable from six months of age, the Feed Me Deli has a large and well-padded wipe clean seat with five-point harness, removeable tray and a handy foot rest for toddlers. The six-point height adjustment allows for various ways to encourage happy meal times both at the table and from the floor. If baby nods off for a nap, the Feed Me Deli can also be gently reclined to three different lie back positions. With a large removable inset sectioned feeding tray to help encourage baby led weaning with easy cleaning.

sales@redkitebaby.com | www.redkitebaby.co.uk

shines on highchairs

Wooden it be lovely

The Combination Wooden Highchair from East Coast Nursery is versatile and long-lasting, turning easily into a sturdy chair and play table for a toddler. can It includes a full safety harness and a detachable three-position tray, so you times. meal family with in join pull the highchair up to the table for your baby to It is suitable from 6 months, and is made with solid rubberwood in a natural wood finish to complement your home. For smaller or younger babies, the use of a Highchair Insert Cushion is recommended for additional comfort and support.

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

Tasteful mealtimes Dani Dyer’s three new highchairs, part of her “Cherish” collection with My Babiie, are cute and stylish! With two leopard print highchairs (blush and navy) available in My Babiie’s premium model which comes with six different height settings, a well padded comfy seat, reclinable seat and removable tray. Also available is a cute elephant print compact highchair which comes with a footrest, padded, easy to wipe clean seat and a 5 point safety harness.

hello@mybabiie.com | www.mybabiie.com

Nursery Today June 2021

Articles inside

Shnuggle

Barking Mad

Spotlight: Highchairs

FanFinders