Nursery Today June 2023

the team

Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Production Director

Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Robert Thomas robert@lemapublishing.co.uk

Contributors

37 FanFinders

The new era of search engines could crush SME traffic. FanFinders CCO and co-founder Adam Gillett gives advice on how to stay ahead.

38

Barking Mad

Pramland’s John Barker this month is taking a look at the impact on independent retailers from brands who sell direct to the consumer and price-matching.

47

The Lullaby Trust

Expectant/new parents more inclined to buy a product with The Lullaby Trust logo according to survey of over 1000 new parents. Jess Coolbear, Corporate Partnerships Manager tells us more.

Cover Story

editor’s letter

LinkedIn: Nursery Today

Welcome to the June issue of Nursery Today, where we delve into the world of car seats, sleep time products for babies and toddlers, highchairs, and weaning ranges.

Our first feature this month focusses on car seats (page 18) and highlights numerous products that are currently available, all with safety at their core. Consumers (more so first-time parents) can find selecting the right car seat a daunting task, considering the myriad of options available in the market and the various safety standards currently in the UK (R44, R129, iSize). To gain an understanding of how car seats are perceived, we also reached out this month to three established nursery retailers (Little Bubbas, My Baby Stroller, Paul Stride), who graciously shared their opinions on this incredibly important product category.

We also take a look at sleeptime products. Sleep is a vital aspect of a child’s development but can also cause anxiety for parents and as an industry we recognise the significance of creating a safe and comfortable sleep environment for babies and toddlers. In this issue, we highlight a variety of

sleeptime products which are all available to order now, simply turn to page 40.

Whilst on the subject of sleeptime, we also feature The Lullaby Trust (page 47). Their tireless work in promoting safe sleep practices for babies is truly commendable. In this issue, we bring you insights from The Lullaby Trust, shedding light on their accreditation process and the vital role they play in raising awareness and providing education on safer sleep. Their expertise ensures that parents have access to evidence-based advice and recommendations, empowering them to make informed choices for their little ones. By aligning yourself with this organisation, this can add value when we consider consumer confidence in sleeptime product ranges in this extremely emotive category.

This month you will also find an array of highchairs within our feature staring over on page 54. As baby grows, mealtimes become an exciting journey of exploration and discovery and products that are currently available can offer a great retail opportunity to bring additional footfall or visits to websites. We showcase a selection of highchairs that prioritise safety, ease of use, and adaptability, catering to the varying needs of both babies and toddlers. While over on page 48 you will also find a choice of weaning products that can be great as add-ons when the consumer is looking at highchairs.

Our contributors also bring you articles of interest. Over on page 37 FanFinders CCO and co-founder Adam Gillett gives his advice on how to stay ahead with the new era of search engines which could crush SME traffic to your websites, while Pramland’s John Barker is taking a view on brands who sell direct to the consumer and the impact this can have on retailers (citing Pushchair Expert as an example). You can read this over on page 38. I’m sure John would love to hear your thoughts – why not ping him an email on john@pramland.co.uk

On a final note, it’s not long now until the Nursery Today Golf Day. Have you secured your space? The

23rd Nursery Today Golf Day is set to place on the Tuesday the 4th July at Puckrup Hall. This is a Hilton Hotel course not far from Tewkesbury and quite a number of those taking part stay over to enjoy the day. It is a real industry get together and the golf is played in a most relaxed atmosphere.

It is the only industry golf day in the Nursery calendar with some amazing cups and trophies to be won, including the team four-ball BabyStyle trophy and the JMDA cup. The day starts off with a morning nine-hole Texas Scramble followed by lunch and the afternoon round for the main prizes. A barbeque presentation dinner follows with the event normally over by around 8.30pm. Everyone is welcome to join in this fantastic networking and fun memorable day. Cost per player is £110. Simply contact Malcolm (Bubba) Naish to find out more: malcolm@lemapublishing.co.uk

The Pebble Agency

Nanobébé available at Baby Brands Direct

Nanobébé’s range of unique and innovative baby feeding accessories is now available to buy wholesale at Baby Brands Direct!

Nanobébé products are designed with baby’s health as a top priority. Each product is manufactured with guidance and expertise from pediatricians, lactation consultants and biomedical engineers - so parents can rest assured of quality and functionality.

Their unique Flexy silicone bottle is soft and flexible, with a texture that reminds children of their mother’s breast, helping to make transitioning from breast to bottle easier. Other products, such as the flat and stackable Nanobébé Breastmilk Storage Bags, are designed with the modern family in mind, with sleek looks and creative ideas for making parenting easier. Register with Baby Brands Direct today to access the range!

Tel: 0208 845 5000

sales@babybrandsdirect.co.uk

www.babybrandsdirect.co.uk

Shnuggle announce new product for bathtime

Parents can keep bathrooms clutter free with Shnuggle’s Ellie Bath Toy Drying Caddy! Cleverly designed, the cute elephant design with trunk style handle allows parents to comfortably and easily scoop up bath toys after bath time and allow the water to drain away from the bottom of the caddy. Simply place on the freestanding drip tray which catches any excess water and allows the toys to fully air dry.

Ellie’s design includes large holes which have thoughtfully been added to allow for quick drainage, which helps prevent mould. The design is large yet compact, able to hold toys of various sizes but not take up too much space in the bathroom providing a very practical solution for keeping bathrooms clutter free and bath toys dry.

Ellie is Freestanding and does not require suction cups to hold or hang the caddy and the separate drip tray stores and catches water, meaning surfaces are kept dry too!

The character design is also fun and engaging for older babies and toddlers who can get involved in helping to tidy up after bathtime and is even great for use in the garden for scooping up toys from the padding pool too!

Super easy to clean and dry, Ellie is available in a choice of 4 colours to complement the Shnuggle range and any bathroom interior – taupe, eucalyptus, grey and blush

Shortlisted for the 2023 Junior Design Awards, Ellie is made from 98% recycled plastic, ensuring a unique and eco-friendly design.

Scoop, Drain, Dry and Store!

www.shnuggle.co.uk

Journey with Graco

Graco is proud to launch, ‘Your Journey to Sleep’, a section on its popular The Graco Village microsite dedicated to support parents with baby sleep. The section provides information, personal experiences and bespoke research insights while signposting parents to experts for additional information. Graco worked with Mother & Baby, The Mum Club and sleep expert Emily McInnes, ‘The Sound Asleep Coach’ to create bespoke and useful content for the site.

The brand listened to new parents to identify relevant issues and to open up dialogue with parents, to show them that however much they might be struggling, there is support and they are not alone.

Working with Mother & Baby, Graco found that 87% of parents have struggled with broken sleep since having a baby and nearly half admit that broken sleep was worse than they had imagined it would be.  69% agreed that managing their baby’s sleep routine was more complex than they thought it would be.

Commenting on the site, Luisa Rollins-Svenson said: “After a highly successful launch last year, we are proud to be developing our microsite to further support couples as they journey through parenthood. Sleep is such a big issue for parents, with so many questions and uncertainties it was a clear choice for how we could add more valuable content to our Graco Village microsite.”

The site includes advice from Emily, addressing questions around daytime sleep routines, sleeping through the night (and the pressures on parents to reach this milestone), swaddling, blankets and pillows, safer sleep positions and room temperature. Graco is proud to extend its support to the charity PANDAs and to collaborate with Sweet Dreamers on the site too.

uksales@allisonbaby.co.uk

www.gracobaby.eu/uk

Orchard Toys keeps it in the family

Josh Beevor, the grandson of Orchard Toys founder Keith Harvey, joins the educational games and jigsaws company Orchard Toys as Director and Key Account Manager.

In his new role, Josh will be working with Sales Director Simon Prest and reporting into Managing Director Simon Newbery.  His responsibilities will ensure he gains a view of the entire business, from shopper insights to warehousing logistics, and product design and development to ensure innovative new games and puzzles get to market.

Simon Newbery, Managing Director at Orchard Toys, says: “We’re delighted Josh is joining us, and excited to see him become a key member of our team and maintain the family involvement”.

Josh says, “It’s amazing to be here at Orchard Toys, becoming part of a great team, a really strong brand, and contributing to the business I’ve heard so much about for most of my life!”.

VIEWPOINT Why Innovate?

Green Sheep Group’s Product Director Paul Maurice reflects on why we innovate and how/when its most effective.

Innovation can be an overused term or philosophy, but it certainly should be more than innovating for innovating’s sake. The team at Green Sheep Group (GSG), like many brands, are always striving to keep ideas fresh and our products a step ahead, in terms of safety and function. But before innovating, whether it be a new product, or product development, the first step is to identify the problem and go from there. Parenting especially is such a varied and challenging journey that the opportunity for brands to truly innovate is very real, but it is essential to research first.

At GSG we firmly believe in an ‘informed innovation’ approach, meaning everything we do is driven by customer feedback, insights, and trends, which ultimately ensures we are innovation effectively and developing products that truly make parenting easier!

We also stand by the fact that sometimes the smallest innovation can have the biggest impact, especially when it comes to parent & baby products as they are likely to be used multiple times a day. With our SnüzPouch for example, we added what in principle is a simple zip, but thanks to its genius position, for the first time ever a sleeping bag provided a revolutionary nappy changing solution during the night and parents LOVE it!  Of course, the larger innovations are equally epic when you get them right, our Twist mattress from The Little Green Sheep brand was the first dual sided mattress ever designed – providing parents and babies with a natural solution that offered comfort, peace of mind and longevity. More recently, the SnüzCurve was unveiled as the first pregnancy pillow that guides expectant mothers into the right position.

We take innovation, both big and small, extremely seriously and were awarded a Queens Award in 2018 recognising our commitment and achievement in the field of innovation. We have a dedicated product team and are always listening to the customer. To enable innovation, we have created an open office structure so we can take feedback from the front line (sales / customer service, marketing) and bring that to product within a few steps across the room! Needless to say, new ideas are always bubbling away so watch this space innovation incoming soon!

www.greensheepgroup.com

Mamas & Papas expand its sustainable services

Mamas & Papas has launched a new ‘Loved for Life’ initiative which offers parents a range of sustainable services that ensures essential baby products can be reused, refreshed or recycled, extending the life of items such as pushchairs as well as baby clothes.

This follows several sustainability initiatives announced in the past year to accelerate Mamas & Papas’ ESG strategy, including a take-back scheme with charity Oxfam which aims to reduce the amount of children’s clothing sent to landfill each year. Over 8,000 pre-loved items have been donated by customers to date across 50 Mamas & Papas stores nationwide, worth an estimated £10,000 to help support Oxfam’s vital work around the world.

The business has also increased its focus on using recycled materials within its own-brand items – from moving to 100% recycled packaging for its line of wooden furniture to its cot mattresses being created from 100% recyclable eco fibre and chemical free. It is also actively providing a platform for smaller sustainable brands to widen their availability on the high street with the introduction of Kit & Kin, Plan Toys, Green Toys and Kabode Nursery Bedding.

Nathan Williams, Chief Executive Officer of Mamas & Papas, said: “At Mamas & Papas we design all of our products to last, whether that’s pushchairs, clothing or nursery accessories. However, wear and tear happens, and over time they can require a little maintenance to keep performing as good as new.

“Launching ‘Loved for Life’ delivers upon our continued passion to provide our parents with a market-leading range of sustainability services to help maintain, refresh, reuse or even responsibly recycle much-needed items, as well as reducing the number of items which end up in landfill. The initiative underlines our core ESG strategy – reflecting our ongoing commitment to reducing our impact on the planet whilst making a meaningful difference to both communities and the environment.”

New Faces at Enesco

Gift giant Enesco has announced some significant changes to its UK and European brand team, further strengthening its mission to offer the best service to its customers around the globe.

The company has recruited Iain McGeary as senior brand marketing manager, who will lead the brand team on a day-to-day basis. Further appointments include Tom Dunning-Lewis, who boasts a strong marketing and brand background, and Adi Jones, who has a wealth of knowledge in statistics. Finally, Summer Cottam, who brings with creativity and a love of giftware, will be working alongside the ecommerce team.

The new starters said they are all looking forward to the rewarding and fun world of giftware! www.enesco.co.uk

Celebrating 10 years of Evolu

This year Childhome celebrates the 10th anniversary of the Evolu High Chair.

Evolu was designed to offer children a safe and comfortable seat at the table without compromising in style.

You can use it as a high chair at a dining table (75cm) and as a kid’s chair at a kid’s table (50 cm). It can be used for children from 6 months to 6 years. The chair is made of high-quality wood and comes with a 5-point safety harness and a removable bumper.

To celebrate the event Childhome hosted a birthday party for their biggest little fans. They had cake, balloons, music, good company,… All the ingredients for a perfect day! www.cuddleco.co.uk

Coffee Break

Nursery Today caught up with The Pebble Agency’s Co-Founder Joanne Studholme.

It’s been nearly a year since you set up The Pebble Agency. How is it going?

It has been an incredible journey since leaving Pushchair Expert at the beginning of 2022 and launching The Pebble Agency. Over the past year, we have experienced significant growth and achieved several milestones. Our client base has expanded, and we have successfully executed impactful marketing campaigns for a diverse range of businesses within the Nursery Industry. We have built a talented and dedicated team that is passionate about delivering exceptional results for our clients. Our agency’s reputation and brand recognition have steadily increased in the industry. Overall, I am pleased with our progress and excited about the opportunities that lie ahead for The Pebble Agency.

Have you seen any significant changes in how brands are marketing over the last few months?

Absolutely. There have been notable shifts in how brands are approaching their marketing strategies in recent months. One significant change is the increased emphasis on digital marketing and online presence. With the global pandemic accelerating the adoption of digital platforms, brands are investing more in online advertising, social media campaigns, and e-commerce solutions to reach and engage their target audience effectively.

What benefits can a brand expect from working with The Pebble Agency?

Working with The Pebble Agency brings several benefits that can significantly impact a brand’s success. Our team comprises experienced professionals who possess in-depth knowledge and expertise in various marketing disciplines - between us, we have worked in the nursery industry for over 50 years! This expertise and knowledge allow us to develop tailored strategies and execute effective campaigns that align with a brand’s goals and target audience. We also have Mumii, our consumer publication, which adds value to all the clients that we work with.

What are your plans for the future?

Our future plans revolve around staying ahead of industry trends, delivering exceptional results, and exceeding client expectations. We are committed to continually evolving and adapting to the dynamic marketing landscape to ensure the success and growth of our agency and the brands we represent. With regards to Mumii, we have some incredibly exciting plans, but I can’t spill the beans just yet - watch this space!

Tel: 07977 549047

Email: info@thepebble.agency www.thepebble.agency

The Leclerc Baby by Monnalisa is a flourish of floral delights!

Leclerc Baby have collaborated with the Italian children’s fashion design house Monnalisa to bring you a stunning range of floral fabric designs to adorn their award winning strollers.

Folding away in seconds with the one-touch, auto-fold Leclerc Baby are renowned for, this stroller is more than just good looks.

The sumptuous and comfortable fabrics feature the iconic floral Monnalisa designs for a truly stunning ride. Additional features include a flip-flop friendly brake, an adjustable backrest and leg rest, a 5 point safety harness with a magnetic buckle, a large protective canopy with 50+ UPF protection, and an all-round suspension.

This stroller is perfect for everyday use and holidaying with little one.

www.leclercbaby.com

Kind + Jugend 2023 set for strong comeback

Positive and broad international participation is once again anticipated for the upcoming Kind + Jugend from 7 to 9 September 2023.

Close to 850 exhibitors from around 45 countries are expected, including numerous leading companies in the industry as well as a large number of important small and medium-sized providers. Together they represent the entire spectrum of premium baby and children’s products – expertly showcased and at an international level.

“This result shows that Kind + Jugend is making a strong comeback. The industry’s clear commitment to its leading trade fair also underscores the important role that trade fairs with an international impact play in a company’s marketing mix,” says Jörg Schmale, Director of Kind + Jugend. “The ability to reach a large number of customers at one time and in one place instead of making multiple customer visits makes the trade fair invaluable and also sustainable,” adds Schmale.

www.kindundjugend.com

Expansion for Jolly Tots

Already enjoying success at their store in Birmingham, Jolly Tots are proud to announce the opening of their second showroom (5000sqm, arranged over two floors) in Evesham, Worcester with their nearest competitor being 20 miles away. The new showroom will be open seven days a week (including Bank Holidays).

Managing Director, Lorretta Owen comments: “We are a proud independent babystore that has become well established having operated in Birmingham over the course of the last 30 years and felt now was the time to expand into a further showroom in Evesham. We have employed two local people from Evesham and have taken some of more experienced members from our Birmingham branch, creating a fantastic team.” Adding “At Jolly Tots, we pride ourselves on providing something for everyone’s budget. Every baby is special. We stock many leading brand names including Joie, Nuna, iCandy, Egg, Venicci, Cybex, Silver Cross, Junior Jones, Doona, Cosatto, Noordi, Red Kite, Miniuno and loads of others. We are also looking to add more brands to our already expansive list. We are so excited for the future.”

Your carry on has changed, Your adventure continues

Discover the Baby Jogger City Tour 2 Family: The ultra-compact pushchairs

Baby Jogger is for parents with passion and purpose, who want to continue to live life to the fullest and to share your adventures with your child. Because what’s better than doing what you love with who you love?

You have big dreams and believe there’s no limit to what you and your family can do, together. Just as you pursue your own passions and stay connected to your world, you also cultivate curiosity in your kids, encouraging their independence and seeking out new experiences to broaden their horizons.

You build their confidence to explore their city, their motivation to discover themselves, their determination to climb to the top of the trail. Baby Jogger builds the gear that will keep up with you both. Our strollers conquer curbs and stairs, fold small for travel and are built strong to let you wander off the beaten path. Baby Jogger is designed so you can.

Baby Jogger City Tour 2 double won the gold award in the double buggy category and Their City Tour 2 won a silver award in lightweight stroller christopher.grech-cini@newellco.com

The Baby Jogger City Tour 2 folds small for big adventures. Lightweight at just 6.5kg, the City Tour 2 is the ultimate travel companion with its one-hand ultra-compact fold and included carry bag. The adjustable calf support and near flat seat recline allows you to find the most comfortable position for your child while the storage basket and UV 50+ canopy with a peek-a-boo window and sun visor provides you the ultimate convenience. Customize your ride with a variety of accessories!

The Baby Jogger City Tour 2 Double folds small for double the adventures. Narrow at just 66.5cm wide and lightweight at just 10.5kg, the City Tour 2 Double is the ultimate travel companion with its ultra-compact quick fold with auto-lock and ability to fit through most doors with ease. The adjustable calf supports and near flat seat reclines allows you to find the most comfortable position for your children while the storage basket and UV 50+ canopy with peek-a-boo windows and sun visors provides you the ultimate convenience. Customize your ride with the City Tour 2 Double carrycot and a variety of accessories!

FamilyFix 360 Pro

Revolutionary slide out base makes every day easier

Pebble 360 Pro

Full lie-flat position in the car and on a pushchair

Pearl 360 Pro

The most comfortable car seat for toddlers and parents

Safety first for Little Bubbas

Nursery Today caught up with established Independent Nursery Retailer Little Bubbas Owner Katie Warne to find out her thoughts on the car seat sector.

What do you feel have been the key changes when we look at car seats and how has this altered the landscape with regards to safety?

Regulatory changes, now mean that all seats are rollover, side impact tested and parents must now rear face their baby until 15 months. There’s an uptake on rearfacing up to the minimum age of 4 and some seat manufacturers are making seats that can rearface till the age of 7. There is sound reason for this as it is now very well understood that rear facing your child for as long as possible gives the best possible chance of mitigating serious harm in the event of a collision. Parents are becoming very aware of this and actively seek extended rear facing seats. Would you say we have seen a great level of innovation recently when we look at car seats?

I think this has been a great period for innovation. For example, Maxi-Cosi have introduced the Pebble and Pearl 360 Pro with slide technology., making getting children into the car easier.

There are many environmental innovations currently, which I welcome, such as increasing the sourcing of recycled materials, such as Britax and Joie. And some manufacturers using EPP, which is better than EPS at absorbing impacts, increases lifespan and is recyclable.

With R44 and R129 safety standards continuing to run alongside each other in the UK and Northern Ireland beyond September 2023 (unlike other EU countries) – do you think this causes any confusion for the consumer?

Yes. Whilst there is a fair proportion of consumers that are very well informed, there are also many who, being first time parents just don’t know.

Do you feel that consumers are aware of the requirements during the various age/group stages?

Like above some do and some don’t. Now height is just as important as weight and this is less known. I tend to go through the different age and

the beginning so they can make informed choices. This is not the kind of information that most people will retain for a long period so I’m always here to help if they need to check in. Do you use social media to drive awareness of car seats that you stock – what about influencers/ bloggers/vloggers – do you feel these help or hinder key messages with regards to safety?

I use social media to drive awareness of the products that I stock. I have worked in partnership with Britax and local influencers to raise brand awareness and deliver safety

level of choice and if so, how important is this to your business?

Yes I do. I currently have five brands of seats so there is something to suit everyone’s needs. It’s really important as what a customer may want might not actually work for them.

Is this a category where value vs. safety features and function is a consideration by the consumer?

Unfortunately there is a correlation between safety and cost, and some of the safest seats (and most rigorously tested) are at the more expensive end of the market. This doesn’t mean that there aren’t good products at

messages. Influencers can play a key role but I am keen to make sure that the products are displayed correctly. It would be no good displaying an unsafe practice to thousands of potential customers!

How important are brand names within this sector for you as a retailer?

Brand names are really important to me because I will only work with brands that I’m confident represent my values in terms of quality, baby comfort, safety and customer service. Do you stock a variety of seats

reasonable price points, and I try to cater for all. I won’t stock products which are compromised in terms of safety and will make sure my customers are well informed before making their mind up.

Are there any particular trends that consumers are seeking, for example rotating seats or those with lie flat capabilities?

Lay flat seats and rotating seats are still very much a trend amongst parents. Extended rear facing seats above 18kg and with a taller height limit are one of the bigger trends at the moment. Now

I would always encourage parents to research and inform themselves as best they can but there is no substitute for a professional demonstration or car seat fitting if there is a helpful local retailer. For rear face seats in particular, the fit is very important and some seats fit better in some cars than others.

height and weight are factors when choosing a car seat, consumers are looking to make sure they’re keeping their children rear facing much longer than previously.

Do you feel that as an industry we are sending out a universal safety message and what more do you feel brands could do to ensure that key safety messages and requirements are being relayed to the consumer?

There are still seats which are proven to be unsafe at point of impact in higher speeds which are still being sold in the UK market in large numbers, so we still have a way to go. Even though the UK law requires rear facing to 15 months, we have enough test data to know it is safer to rear face up to four years if it’s practical to do so. Young lives will be saved if this were to become a regulatory requirement (or even conventional wisdom) because at present most parents just don’t know. This is not a trivial matter. With parents turning to the internet for help and information within this category, do you feel it better for the consumer to gain an invaluable demonstration/fitting of product from you as a retailer

rather than simply buying online?

I would always encourage parents to research and inform themselves as best they can but there is no substitute for a professional demonstration or car seat fitting if there is a helpful local retailer. For rear face seats in particular, the fit is very important and some seats fit better in some cars than others.

Do you feel you receive adequate support from your suppliers when we look at car seats or is there more that they could offer you?

I get fantastic support from my suppliers. I’m always asking my reps questions. I want to have an answer for a customer or ways to solve any issues and they’re always at the end of text or a phone call for when you need a quicker response. What type of benefits do you gain from selling car seats?

I am passionate about making sure that my customers have safe and comfortable babies. Peace of mind is important when you’re a parent. I hope this is one worry that I can help take away. Car seats are important to my business because I believe it’s the single most important buying decision that a parent makes.

Back seat driver

providing a safe and secure way to transport their child in a vehicle.

In the UK, all children under the age of 12 or under 135cm in height must use a child car seat when travelling in a car and UK legislation requires that children use a rear-facing car seat until they are at least 15 months old. This is because rear-facing car seats provide better protection for the child’s head, neck, and spine in the event of a collision.

According to the World Health Organisation, road traffic injuries are the leading cause of death among children aged 5-14 years old worldwide. In the UK, car accidents are the leading cause of death for children under the age of 12. Infant car seats can help reduce the risk of injury or death in the event of a car accident.

Over recent years, this category has shown a high level of innovation, with safety at its core to protect a child from the force of a collision by absorbing impact and distributing it away from the child’s body. So, how are car seat brands currently innovating within this sector? “Safety has always been the priority in the car seat category but as innovation develops, we are able to offer convenience and comfort features that offer no compromise to safety.” Said Nicola Coletti, Senior Marketeer at Maxi-Cosi. “Alongside the highest safety regulations, we know parents look for accreditations such as ADAC/STIWA plus features to make their lives easier and their babies more comfortable. We’re excited to see the continued innovation but we know that safety will remain the priority.”

With this in mind, and car seats at the top of the safety product category within Nursery how important is it that consumers gain an invaluable demonstration of product and make this purchase in-store rather than simply buying online? We asked Nuna’s Brand Manager, Steven Smith for his thoughts. “Whilst online information via our various media channels is available and offer substantial levels of information, demonstrations are definitely useful to gain an understanding of how the product can be beneficial and suit their lifestyle.” Said Steven, adding

of equipment

“Certain aspects of car seats can’t really be explained or conveyed without physically getting to grips with the product in person. For example, the lightweight nature of Nuna’s infant carrier range is an outstanding feature, which consumers appreciate once they receive a demonstration in person.

“Every consumer has a slightly different need, whether they’re looking for something that can be installed in the car permanently or something that

manufacturers to clarify this and give a standard, clear message commenting “We expect there will be some confusion around the regulations as new parents try to navigate what can be a confusing category. Our job as a manufacturer is to ensure that the information we share is clear and support retailers in understanding the safety regulations and features of our products to ease confusion for consumers and create the best shopping experience.”

can go from car to pushchair and seeing how the car seat looks, feels and works is the best way to see what will work for them. We also recommend physical car seat fitting to ensure the product is installed correctly and the consumer is fully educated on how to use it.”

Nicola agrees commenting “There is still very much a need for in store demos of car seats. While consumers can research online and on social media, they are complex products that need to be seen in real life before the final purchase decision is made.

“We believe that there is still massive worth in in-store demonstrations, but the internet can act as a support with lots of great resources and information for parents.”

It’s also important to note that all car seats must meet certain safety standards in order to be sold in the UK. However, with R44 and R129 safety standards continuing to run alongside each other in the UK and Northern Ireland (unlike other EU countries), is this causing any confusion for the consumer? Nicola feels that yes, we may have a level of confusion but it is for

Choosing the right car seat can be a daunting task for new parents. With so many options available, many will conduct in-depth research before making a decision, but are consumers aware of the requirements during the various stages? “New parents will not necessarily be aware of the requirements, because it isn’t something they have had to worry about before.” Said Joie’s Head of Product Management, Damon Marriot. “Parents with older children will have a greater understanding but there is always more that brands can do to help clarify matters for the consumer. There is a lot of misinformation that is shared in various online forums, so it is important that brands are clear with their messaging to avoid confusion.”

Finally, we also asked Damon what type of benefits retailers can expect by carrying a solid range of car seats in-store. “It is a legal requirement for children to be in a car seat from birth up until the age of 12 or 135cms – so offering a good range of seats as well as fitting advice and good aftercare can potentially gain retailers a loyal customer for many years to come.”

Infant car seats are an essential piece

for new parents,

Safety has always been the priority in the car seat category but as innovation develops, we are able to offer convenience and comfort features that offer no compromise to safety.

Nicola Coletti, Maxi-Cosi

Image courtesy Maxi-Cosi

Ease of use

The BeSafe Stretch B is a car seat that is suitable from birth to 7 years, providing families with the option of buying only one car seat for multiple stages.

Not only is the Stretch B a renewable choice, but also one that doesn’t compromise on safety or quality. By using long-lasting materials such as aluminium and making the changing of parts simple, the seats lifespan has been extended from 7 to approx 15 years. The seat also has a distinctive installation with a car seat belt and is not dependent on ISOfix, making it easy for all cars.

02036 301 655

Support.uk@besafe.com | www.BeSafe.com

A new era at Axkid with a swivel car seat

Axkid are very proud to introduce their first swivel car seat with ISOFIX!

The 180° rotating function makes rear-facing more convenient than ever before, and it is approved from 40-105cm and up to 18kg.

You can easily, with just one hand, rotate the car seat towards you for easy access of your child when going in or out of the car seat. Axkid Spinkid is also easy to install correctly in 30 sec, and the installation process is shown with five simple steps on the car seat.

Axkid always recommend rear-facing for as long as possible. www.axkid.com

Cycle by Joie

Transition with Graco

Graco’s car seat portfolio transitions into the R129 standard with a strong statement.

Leading the range is the highly successful Turn2Me i-Size R129 and the SlimFit R129 which has always been a firm favourite with parents.

Both seats feature interchangeable TrueShield Side Impact Protection pod and Safety Surround Side Impact protection and offer rearward facing to 105cm. SlimFit R129 meets i-Size standards in highback booster mode. Both seats are available to order now.

To support parents in making the right choice and understanding the new safety standard, Graco will be updating its parent advisory microsite, The Graco Village to include its car seat buying guide along with information on its whole car seat portfolio.

uksales@allisonbaby.co.uk | www.gracobaby.eu/uk

This pivoting protector’s textiles have been made with 33 recycled bottles making all threads used 100% recycled, keeping journeys environmentally friendly with safety and functionality in mind.

Featuring i-Size security, plus Guard Surround Safety and Smart Ride lock off, the i-Spin 360 is built for safety. Turning baby towards you just is so much easier with the Simple Swivel, the one hand turning activator that is 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.

uksales@joiebaby.com | www.joiebaby.com

i-Spin™ XL

360° multi-age car seat

40-150 cm (birth to approx. 12 years)

This one-seat wonder grows along with your child all the way from birth to approx. 12 years old. A 360° spin makes it easy to buckle your child in, whether you have an infant or a wriggly toddler

One seat. All ages.

spins

360°

baby toddler child big kid

Lie flat

Calmi

The perfect solution

Safety and comfort are the be-all and end-all in the car - for little ones, big ones and everyone in between. And it is precisely for 3 to 12 year olds that CYBEX has developed the Solution T i-Fix.

The latest generation of the popular and award-winning Solution range grows with the child, making it the ideal companion on all car journeys. Thanks to new design highlights, functionality for every need and especially its great safety features, it represents a perfect solution for car journeys with children.

Form and function for maximum comfort

Growing with the child throughout childhood, the Solution T i-Fix can be flexibly adjusted to the child’s body size at any time. As the height is adjusted, the width also changes automatically. With one hand, the seat can be optimally adjusted every time the child grows.

In addition to the right fit, the new car seat from CYBEX has an advanced air ventilation feature for extra comfort on car rides. Especially on hot summer days, this has an extremely positive effect on the child’s temperature. It draws warm air from the inside of the seat to the outside. The Plus variant of the CYBEX Solution T i-Fix also features breathable mesh fabric, for optimal air circulation and an excellent seating temperature for the child.

Visually, the seat stands out with a modern and elegant design including stylish stitching. CYBEX’s patented headrest now stands out visually from the rest of the seat, while the L.S.P. system also has an eye-catching new look with no compromise on its protective function, both in its activated and deactivated state. Notable silver-colored details complete the modern look of the car seat. The Solution T i-Fix will be available in two colors, Mirage Grey and Sepia Black. In the Plus line, customers can also choose from the colours Nautical Blue, Peach Pink, Cozy Beige and Platinum White (that will be available from Summer 2023).

www.cybex-online.com

Grows with child

Axkid launches Nextkid, the safe and comfortable High Back Booster Seat that grows with your child.

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

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

Axkid have just released a new product that will make parents’ lives easier and their children’s car journeys safer and more comfortable. The Axkid Nextkid is a high back booster seat designed to grow with your child, providing maximum safety and comfort for children up to 150cm.

One of the most distinctive features of the Axkid Nextkid is its four-step expanding side wings, which provide extra space for the child when needed and adapt to their growth over time. The high back length and eight headrest positions also ensures a perfect fit for your child, irrespective of their height, age or size of the car.

www.axkid.com

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

Modern rides, reimagined

One-of-a-kind car seat that’s ultra-lightweight and features a groundbreaking baseless install using an integrated ISOFIX system for 2-second* installs when moving from car, to taxi, to rideshare.

*Refer to instructions for any final adjustments

nunababy.com

Dream drape™

Luxe leatherette carry handle Integrated ISOFIX connectors

XL peek-a-boo window

One-handed vehicle and pushchair release

Removable UPF 50+ canopy

Side and rear belt guides

Strolling towards safety

Nursery Today caught up with established Independent Nursery Retailer My Baby Stroller’s Owner Richard Smerdon to find out his thoughts on the car seat sector.

What do you feel have been the key changes when we look at car seats and how has this altered the landscape with regards to safety?

i-Size car seats – these are easier for parents to work out when to make a change, they last longer, and helps keep children rear facing for longer, they also have extra side impact tests.

Consumers are increasingly more aware of the importance of a welltested car seat, than they were even 5 or 10 years ago, this puts pressure onto car seat manufacturers to go the extra mile with tests and improvements. Would you say we have seen a great level of innovation recently when we look at car seats?

There have been so many huge ideas and changes to what’s on offer in the last couple of years, it’s hard to see where they will go next.

With R44 and R129 safety standards continuing to run alongside each other in the UK and Northern Ireland beyond September 2023 (unlike other EU countries) – do you think this causes any confusion for the consumer?

This may be confusing initially but should be easy for a retailer to explain. Customers will want the car seats that adhere to the most recent safety standards and will be looking for R129.

Do you feel that consumers are aware of the requirements during the various age/group stages?

Not enough – there are so many different things available that it can be confusing as to what your child needs at that stage of their development. People can rely on advice from relatives which may be outdated. We have also moved away from group staging into baby/toddler/child seats which should hopefully make things simpler. Do you use social media to drive awareness of car seats that you stock – what about influencers/ bloggers/vloggers – do you feel these help or hinder key messages with regards to safety?

We do occasionally post about our car seat brands, but haven’t reached out to any influencers. I think if done right you would promote a strong safety message, but there’s a lot of room for error.

Do you stock a variety of seats instore to give your customers a level of choice and if so, how important is this to your business?

We stock a range of baby/toddler and child car seats, rotation seats and Isofix bases, extended rear facing and from a select few different brands. We also sell car seats as part of our travel system bundles. It’s important to offer a choice.

Are there any particular trends that consumers are seeking, for example rotating seats or those with lie flat capabilities?

Everyone wants a rotation seat, anything that makes life easier for the parent is trendy. Beyond the trend though this is good for promoting longer rear facing, as some rotation toddler seats will rear face until 4 years old.

Do you feel that as an industry we are sending out a universal safety message and what more do you feel brands could do to ensure that key safety messages and requirements are being relayed to the consumer?

Our industry has mixed signals, many brands don’t mention safety at all. I think brands could help by having more information about their own car seats, beyond the minimum requirements, what the legal and suggested safety measures are and the next stage for the consumer after the infant carrier.

With parents turning to the internet for help and information within this category, do you feel it better for the consumer to gain an invaluable demonstration/fitting of product from you as a retailer rather than simply buying online? This is definitely a category where you should go and see a face to face retailer.

All retailers for specialist car seat brands are trained by the brand reps to fit and install your car seat and as a direct consumer you have the benefit of taking them up on this to ensure your child is as safe as possible. They can also give you some clarity on what is an overload of information from the internet.

Do you feel you receive adequate support from your suppliers when we look at car seats or is there more that they could offer you?

We get loads of support and training and they are always willing to answer questions and come and refresh our knowledge.

What advice could you offer your fellow retailers when talking to customers who are looking at car seats?

Don’t be afraid to give consumers advice on what is recommended, and push extended rear facing. It’s better to research and refresh your knowledge than to guess and get it wrong! It’s a very sensitive category to sell in and it’s important to get it right.

Isofix connectors

built in

The pipa urbn from Nuna raises the bar in the car seat category.

The new pipa urbn is the world’s first baseless infant carrier with integrated ISOFX connectors raising the bar in the car seat category and delivering a new standard of safety, ease and luxury for family travel.

This innovative feature enables installation in seconds and, weighing in at only 3.3kg, the pipa urbn is the most genius solution to travelling with a baby.

www.nunababy.com

Adjustable head and

Summer road trip ready with Doona

Family road trips have never been easier than with the Doona Infant Car Seat & Stroller.

Doona cuts down on packing and saves space in the car by doubling as a car seat and stroller in one. This space-saving essential will give parents peace of mind on their travels, as the Doona Car Seat complies with the highest safety standards. Featuring anti-rebound protection, side impact protection and a 5-point harness to keep baby secure and protected. Plus, the car seat can easily be installed, with or without the Doona Isofix Base.

Doona summer accessories are also available, such as the Sunshade Extension, which increases shade over baby, improving sunlight protection. sales@cuddleco.co.uk

backrest

The Maxi-Cosi Kore Pro i-Size is the first i-Size Group 2/3 car seat from Maxi-Cosi.

The Kore Pro i-Size designed for children between 100 and 150cm in height (an approximate age range of 3.5-12 years) and has an adjustable headrest and backrest which enables the seat to grow as they do.

A key feature of this car seat is the innovative ClickAssist light to help children to buckle their seatbelt on their own, even in the dark. The light illuminates the buckle-up area to make fastening their seatbelt easier in all situations and at any time.

Maxi-Cosi Kore Pro i-Size also contains the brand’s Side Protection System Plus (SPS Plus). This consists of glass fibre in the side wings combined with shock-absorbing material to give parents the peace of mind that their child is protected on their travels.

www.maxi-cosi.co.uk

supplier snapshot

Nicola Coletti

SENIOR FIELD MARKETEER, MAXI-COSI UK AND IRELAND

What do you feel have been the key dynamics when we look at car seats and how has this altered the landscape with regards to safety?

Rachael Cardy

CUSTOMER RELATIONSHIP MANAGER, COSATTO

With R44 and R129 safety standards continuing to run alongside each other in the UK and Northern Ireland beyond September 2023 (unlike other EU countries) – do you think this causes any confusion for the consumer?

Some of our National Accounts have decided to swap over to R129 Car Seats ahead of September 2023. We have a full and comprehensive offering of R129 seats so can offer our customers either version.

Do you feel that consumers are aware of the requirements during the various age/group stages?

I think consumers are becoming more aware of the legislation around car seats. They are actively searching for R129 seats, and we clearly mark our seats to show which is an i-Size version and include it in the name of the product.

Do you use social media to drive awareness – what about influencers/bloggers/vloggers – can these help or hinder key messages with regards to safety?

We are increasingly using social media to post about our range of seats and especially the R129 selection we offer and have created content that allows us to educate. We plan to help our customers with their research by educating them about the new standards and choices available.

Is this a category where value vs. safety features and function is a consideration by the consumer?

Customers are safety conscious and have seen an increase in customers wanting an i-Size product who are willing to spend £300+. We have a wide range of car seats to suit different budgets and have recently launched our Zoomi 2 i-Size seat which is priced under £150.00

Are there any particular trends that consumers are seeking, for example rotating seats or those with lie flat capabilities?

We have seen a big increase in 360-degree rotating seats, and it has become one of the key features customers are looking for especially at consumer shows. We offer several options in these seats.

With parents turning to the internet for help and information within this category, do you feel it better for the consumer to gain an invaluable demonstration/fitting of product rather than simply buying online?

Having worked in an independent nursery retailer store for years I know our retailer’s provide expert knowledgeable advice with car seats and fitting. For customers that are purchasing online we offer resources to help them get the fitting correct including fit checkers which stores can also utilize and QR codes on the side of the seats that link to the fitting videos. We also have a whole team of customer service colleagues that can help via video.

How do you support your retailers to assist them in providing key information to their customers?

We have QR codes on the side of the seats to help assist with the installation of the products, plus we offer training days at Cosatto HQ, virtual training and training in store. One of the resources we provide is a training pack which allows the retailers explanations of all the technicalities and the step-by-step help in assisting customers to choose the correct car seat.

Safety has always been the priority in the car seat category but as innovation develops, we are able to offer convenience and comfort features that offer no compromise to safety. Alongside the highest safety regulations, we know parents look for accreditations such as ADAC/STIWA plus features to make their lives easier and their babies more comfortable. We’re excited to see the continued innovation but we know that safety will remain the priority.

Would you say we have seen a great level of innovation recently when we look at car seats?

Our latest innovation SlideTech demonstrates exactly how innovative the car seat category is and we’re proud to be at the forefront of this. If we reflect on innovation we have seen across the years, it is clear that we have raised the standard for consumers by making car seats safer, babies more comfortable and parents’ lives easier.

With R44 and R129 safety standards continuing to run alongside each other in the UK and Northern Ireland beyond September 2023 (unlike other EU countries) – do you think this causes any confusion for the consumer?

We expect there will be some confusion around the regulations as new parents try to navigate what can be a confusing category. Our job as a manufacturer is to ensure that the information we share is clear and support retailers in understanding the safety regulations and features of our products to ease confusion for consumers and create the best shopping experience.

Do you feel that consumers are aware of the requirements during the various age/group stages?

Awareness is improving as consumers have better access to the right information both online and in stores, but it is still really confusing. There are so many groups and stages along with brand specific terminology that it can be hard to know where to start. The beauty of the R129 regulation is that it goes very clearly by height, meaning that consumers can easily understand what car seat their child needs.

Do you use social media to drive awareness – what about influencers/bloggers/ vloggers – can these help or hinder key messages with regards to safety?

We absolutely do. Social media and influencers are a huge part of our strategy this year. As a brand, we carefully consider our content and influencers to ensure that we promote safe car seat practices. Providing influencers are selected carefully and educated on the products and safety, they can be a great asset to the consumers decision making process and beyond.

How important are brand names within this sector and why?

Brand names are important within car seats as consumers want to know that the product they are purchasing is from a reputable brand. We have always been known for our safety and how much we care for precious life. We have been trusted to safely carry over 60 million babies home from the hospital, and we are very proud of that!

Is this a category where value vs. safety features and function is a consideration by the consumer?

Safety is key with car seats. It is essential that children are always travelling in the highest safety seat that parents can afford. It is our responsibility to ensure that we have a range of seats at different price points that never compromise on safety.

Are there any particular trends that consumers are seeking, for example rotating seats or those with lie flat capabilities?

Rotating seats are well established and are often considered as a standard feature and expected by consumers. Lie-flat seats are something that consumers are increasingly seeking in addition to rotation. Our new Pebble 360 Pro features both rotation and superior recline, plus when it is used with the FamilyFix 360 Pro base, consumers can benefit from SlideTech, which has already set a new standard in car seat innovation. How do you support your retailers to assist them in providing key information to their customers?

It is our duty to ensure that we are providing our retailers with comprehensive training so that they can pass valuable information onto consumers. Our brand coaches have an exceptionally busy schedule touring the country to ensure that all retailers have the most up-to-date and relevant training that they need. Alongside this, the Dorel XPERT app provides access to a comprehensive library of product information giving retailers everything they need right at their fingertips.

This month we spoke to some of the industry’s finest to find out their thoughts on the car seat category.

Steven Smith

BRAND MANAGER, NUNA

Would you say we have seen a great level of innovation recently when we look at car seats?

Absolutely, we’re always looking at ways to make car seats safer and better suited for consumers. Take the new pipa urbn – as the world’s first baseless car seat with integrated ISOFIX connectors, we’ve simplified installation whilst maintaining the highest standards of safety to make travelling in a car or taxi much easier.

Do you feel that consumers are aware of the requirements during the various age/group stages?

Most parents are aware, given the legal requirements and helpful educational resources from sources such as the DFT, Road Safety Partnership and brands themselves. One of the biggest confusions at present stems due to the change from R44 to R129. Nuna are ahead of the curve on this, with a fully R129 range of car seats.

Is this a category where value vs. safety features and function is a consideration by the consumer?

Parents value safety features very highly when looking at car seats and are likely to invest in a more premium branded product. A car seat is designed to protect their most precious cargo, therefore parents will research tirelessly to ensure they have the best product available to meet their needs.

Are there any particular trends that consumers are seeking, for example rotating seats or those with lie flat capabilities?

Trends are often dictated by lifestyle requirements. Both rotating seats and lie flat options are popular features that consumers look for in a car seat as they make travel simpler for the consumer. Our Next System has proven extremely popular due to these reasons. The high safety ratings and flexible use options, allow consumers to select from multiple car seats, such as the Arra next which offers both recline and rotate feature when accompanied with the Base next Isofix.

With parents turning to the internet for help and information within this category, do you feel it better for the consumer to gain an invaluable demonstration/fitting of product rather than simply buying online?

Whilst online information via our various media channels is available and offer substantial levels of information, demonstrations are definitely useful to gain an understanding of how the product can be beneficial and suit their lifestyle. Certain aspects of car seats can’t really be explained conveyed without physically getting to grips with the product in person. For example, the lightweight nature of Nuna’s infant carrier range is an outstanding feature, which consumers appreciate once they receive a demonstration in person. Every consumer has a slightly different need, whether they’re looking for something that can be installed in the car permanently or something that can go from car to pushchair and seeing how the car seat looks, feels and works is the best way to see what will work for them. We also recommend physical car seat fitting to ensure the product is installed correctly and the consumer is fully educated on how to use it.

Damon Marriot

HEAD OF PRODUCT MANAGEMENT, JOIE

What do you feel have been the key dynamics when we look at car seats and how has this altered the landscape with regards to safety?

The introduction of ISOFIX as an option for installation has drastically changed the landscape with great improvements over the last couple of decades regarding the reduction of incorrect CRS installs by the end user, hence the bias towards ISOFIX products within the first phases of the transition into new R129 standard.

Would you say we have seen a great level of innovation recently when we look at car seats?

For sure, innovation is high on the agenda for most car seat manufacturers, whilst some innovation is purely for enhanced user interaction with the operation, such as improvements to indicator systems on ISOFIX systems with easier visual aids or audible alarms etc, there has also been huge leaps in features to promote easier operation such as rotate features.

With R44 and R129 safety standards continuing to run alongside each other in the UK and Northern Ireland beyond September 2023 (unlike other EU countries) – do you think this causes any confusion for the consumer?

The two standards have run side by side since the introduction of R129 back in 2013 so the choice to transition to the latest standard will remain within the consumers hands. It is likely we will see many manufacturers expanding their R129 range to eventually see a natural demise of the older R44 products.

Do you use social media to drive awareness – what about influencers/bloggers/vloggers –can these help or hinder key messages with regards to safety?

We have a carefully crafted suite of social media content that has been designed to be as informative for the consumer as possible, without being overwhelming. We try to avoid being too technical so as not to confuse our audience – but social media is without a doubt a great way to get our message out quickly and effectively.

When it comes to our influencers and bloggers, we always issue them with a set of guidance notes to help with their posting. This is aimed to help them ensure they are using our products safely, whilst giving them the freedom to post as authentically and organically as possible.

How important are brand names within this sector and why?

As with every sector in our industry, brand names are crucial. A strong brand name creates trust so the consumer knows they are buying a reputable product that they can believe in.

Is this a category where value vs. safety features and function is a consideration by the consumer?

The consumer will always look for good value, especially at this time, given the economic climate. But when it comes to car seats, safety will always be key.

Are there any particular trends that consumers are seeking, for example rotating seats or those with lie flat capabilities?

A spinning seat has long been a popular feature with the consumer and that has led to brands constantly looking for new ways they can offer this. For example, Joie has released the i-Base Encore that fits with a variety of our car seats and infant carriers and even a lie flat car cot to give our consumers a variety of options. We have also just launched our birth to 12, i-Spin XL into our Spin family – giving parents even more choice when it comes to finding the perfect seat to fit their child’s needs.

What more can brands do to ensure that key safety missives and requirements are being sent out that carry a uniformed message?

Ensuring a brands online assets are kept up to date with the latest messaging around correct use and the evolving standard changes is critical to keep uniform messaging between different sources that consumers may utilise.

With parents turning to the internet for help and information within this category, do you feel it better for the consumer to gain an invaluable demonstration/fitting of product rather than simply buying online?

Yes, the value of seeing a product installed in person gives the opportunity for the parent to also try themselves so any errors can be rectified before use with the little one, whilst online tools are a great asset, it is rarely going to be as valuable as in person advice and training to use their new purchases.

How do you support your retailers to assist them in providing key information to their customers?

We will continue to directly support our retail partners through our dedicated team of sales trainers who will help spread the understanding of the benefits of R129 products. We will also continue with our multi-channel approach regarding access to assets that will assist both retail partners and consumers with understanding the differences between R129, R44 and i-Size.

What type of benefits can retailers expect by carrying a solid range of car seats in-store?

It is a legal requirement for children to be in a car seat from birth up until the age of 12 or 135cms – so offering a good range of seats as well as fitting advice and good aftercare can potentially gain retailers a loyal customer for many years to come.

Cozy N Safe grow their range

Cozy N Safe add another 4 i-Size car seats to their growing range with more planned soon!

Following market trends and demand, Cozy N Safe have added 4 brand new i-Size models to their already large range. The Apollo and Etna i-Size are both birth to 12 years, 360° rotating seats, the Everest is from 15months to 12 years and the Nova is a reclinable high backed booster. Cozy N Safe are not stopping there, with another astonishing 8 i-Size seats to be launched this year. Including a seat that will be the first of its kind. Giving Cozy N Safe one of the biggest i-Size ranges. Call on 01902 494905 to find out more. Watch this space!

www.cozynsafe.com

Introducing the Maxi-Cosi 360 Pro Family

A world’s first innovation in baby and child transportation solutions, meet the revolutionary new 360 Pro Family featuring SlideTech technology from Maxi-Cosi. Setting an ergonomic precedent, the car seats can both rotate and slide towards the parent when getting their child in and out of the vehicle.

Since they created the first infant car seat in the 1980s, and subsequently carried more than 60 million babies home from hospital, Maxi-Cosi has led the way when it comes to research, innovation, and safety. The new SlideTech technology on the FamilyFix 360 Pro base allows parents to simply lock, slide, spin and go! No more leaning over, no back pains and no more struggles, cited by 90 per cent of parents across the globe.

SlideTech on the FamilyFix 360 Pro base is only part of the revolutionary new system from Maxi-Cosi, which includes the Pebble 360 Pro and Pearl 360 Pro car seats. The Pebble 360 Pro infant carrier car seat can be reclined to 168° and the toddler upgrade to the Pearl 360 Pro boasts five recline positions. The FamilyFix 360 Pro slideout base also features FlexiSpin, a clever 360° rotative system that enables Pebble 360 Pro and Pearl 360 Pro to be easily rotated with only one hand in any recline. Endorsed by healthcare professionals and rigorously tested and approved, this new offering is set to be a gamechanger for parents when it comes to comfort and convenience.

www.maxi-cosi.co.uk

Easy to install

This i-Size certified booster seat has been made with 100% recycled fabrics. Packed with 24 recycled bottles, you can take part in protecting our planet while protecting your little one.

I-Trillo boasts a super easy install thanks to colour coded guides that clear the path to a simple and intuitive buckle up with a 3-point seat belt. I-size safety upgrades mean that both you and your kiddo can rest secure, with side impact protection designed to absorb force in the event of a collision.

The 10-position headrest adjusts with just one hand to quickly match passengers of varying heights with the perfect fit.

uksales@joiebaby.com

www.joiebaby.com

Product Trainers

UPPAbaby have built a global nursery brand in just 17 years and we are now investing further in the UK operation by expanding our UK team with the recruitment of product trainers to cover our UK customer base.

This is a new role within the company and would suit energetic individuals who are self-motivated and who can communicate with enthusiasm.

Home based, the role would require some weekend working with both retail staff and consumers. Also travel and overnight stays.

If you are interested in joining our team, please send your application to Richard Bamforth, Director of Sales, at rbamforth@dcukltd.com

Closing date: 7th July

Rear facing 2-in-1 car seat that fits your child from birth till 125 cm

2023

Stretch B

Flexibility and safe from every angle

Introducing the DUALFIX PRO M  by Britax Römer- a game-changer in child safety.

Made in Germany, this exceptional seat combines safety, comfort, and versatility.

With 12 recline positions, it ensures optimal positioning for your child’s comfort during any journey. The V-shaped headrest offers unparalleled support and ample space for your little one to nap or explore the world with curious eyes.

Its superior comfort and adjustable design provide a snug fit for growing children.  Including optimized side-impact protection system to provide superior safety in a side collision.

Plus it has an innovative support leg and solid rebound bar to protect your child from any impact.

www.britax-romer.co.uk

Environmentally friendly

end when children outgrow their products. They want to ensure a better and greener world for all of the babies they’ve safely carried home.

That’s why Maxi-Cosi have introduced the Mica Pro Eco. With EcoCare, the Mica Pro Eco uses recycled fabrics that still have the same soft and breathable qualities that parents would expect from Maxi-Cosi. Built to the highest i-Size safety standards and suitable from birth to four years, Mica Pro Eco combines best-inclass comfort with planetfriendly innovation, to create the first sustainable car seat of its kind.

With all of the features you come to expect from Maxi-Cosi car seats including ClimaFlow, FlexiSpin, G-CELL and more, it is the perfect choice to care for our planet, and future generations.

www.maxi-cosi.co.uk

Five recline positions

The sleek and sophisticated TODL next is suitable from birth right up to 18.5kg.

With five recline positions and a shoulder harness that expands with each of the six headrest positions, the TODL next adjusts easily to accommodate for all stages of growth.

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

www.nunababy.com

Red Dot winner

A recent Red Dot Award winner for product design, the Britax Römer DUALFIX M Plus car seat is a game changer for parents with growing toddlers.

Its 360-degree spin feature makes it effortless to switch between forward and rear-facing modes, without the need to reinstall the seat. This feature is especially handy when lifting your child in and out of the car, or when switching from one car to another. With the 20kg weight limit, it means it can be used for longer than other car seats in its category. With its advanced safety features, including side-impact protection, the DUALFIX M Plus offers parents peace of mind and convenience when on the go.

www.britax-romer.co.uk

Their purpose at Maxi-Cosi has always been to care for precious life, but that care doesn’t

Sitting pretty

Car Seat Accessories

My Babiie Car Accessories, designed to make every parent’s journey smoother and more comfortable, while also keeping the car interior clean and safe. Sunshades to protect from the sun, Seat Covers to protect your seats, a Handy Back Seat Organizer to keep bits and bobs organized and a Back Seat Mirror so parents can keep an eye on their little ones throughout the journey. Accessories or essentials?

iSize Infant Carrier

The My Babiie iSize Car Seat and Base ensures safe rear-facing travel and gives extra protection for baby’s head and neck. The included newborn inlay fits perfectly around the baby and keeps their head comfortable and safe. The infant carrier can be installed on a Isofix base or with the vehicle’s seat belt. The iSize Isofix base ensures a correct and secure installation and complies with the latest safety standards so parents can be guaranteed safest of travels.

iSize Booster Seats

The first of its kind, the My Babiie iSize backless Booster Seat is suitable for children 135cm - 150cm (approx. 6 to 12 years). Safety doesn’t have to stop when children outgrow their car seats, which is why this booster seat will be every parent’s new best friend. Safe in the knowledge that the booster seat is approved to R129 safety standards with the extra firm Isofix plus belt install. With a luxurious black quilted padded seat and padded armrests, this booster seat is designed to ensure your child travels in comfort and safety.

hello@mybabiie.com

www.mybabiie.com

iSize Birth - 150cm Spin Car Seat

Suitable from birth right up to 150cm (approximately 12 years) the My Babiie Spin Car Seat is like no other! It features Isofix Extended Rear Facing meaning little ones can travel rear facing for as long as possible and a seat that fully rotates for easy access with extra side impact protection. Designed in line with the latest R129 standard and iSize certified this car seat has had extensive crash and safety testing. The iSize standard means it has also been through more vigorous testing and with mandatory side impact and roll over testing, all using the latest crash test dummies. With this car seat, you have a seat that not only will grow with the baby until they no longer need a seat but is also safer than ever.

iSize 76cm - 150cm Car Seats

As part of the latest R129/iSize standard, the My Babiie iSize Car Seat has had extensive crash and safety testing with more vigorous testing and mandatory side impact and roll over testing, all using the latest crash test dummies, these car seats are deemed safer than ever. A height-adjustable seat means it grows with the baby, suitable from 76cm right up to 150cm, which is approx. 12 years! Easy installation with the Isofix connectors or with the seatbelt, this car seat is truly going to be every parent’s newest travel companion.

iSize 100cm - 150cm Car Seats

Suitable from 100cm right up to 150cm (approx. 4 - 12 years) these My Babiie iSize Car Seats provide comfort and safety for little one’s on every journey. Certified by the latest R129 and iSize standard this car seat is deemed safer than ever having had extensive crash and safety testing. Coming in some signature My Babiie designs, such as Black Quilted and Safari Print, this seat will give little one’s the best seat on every trip.

My Babiie have a selection of car seats and accessories taking baby from birth and beyond.

All in their stride

Nursery Today caught up with established Independent Nursery Retailer Paul Stide’s Owner Kevin Clarkson to find

What do you feel have been the key changes when we look at car seats and how has this altered the landscape with regards to safety?

Funnily enough possibly modern travel systems have improved safety by coupling the better branded car seats with differing brands of pushchair, as such the “Maxi Cosi” adapters becoming “Semi Universal” has probably been a boon to the sector and safety. Traditionally only having the choice of a badged car seat to go with the system was often a let down with the seat being an after thought by the pushchair manufacturer. Would you say we have seen a great level of innovation recently when we look at car seats?

Yes, I think the innovation within the car seat sector is probably greater than in every other sector of the nursery market. I would suggest this is due to the main players conducting such stringent testing and re-testing in the build up to launch.

Certainly I would suggest the investment required by the main brands who actually design and bring to market their own seats is actually very high. In recent years the introduction of reclining infant carriers, rotating bases (and now sliding also) and of course active airbags highlight the technology, but unlike some areas of life it is not technology for its own sake as can be seen by the increased safety results from ADAC and the like.

With R44 and R129 safety standards continuing to run alongside each other in the UK and Northern Ireland beyond September 2023 (unlike other EU countries) – do you think this

causes any confusion for the consumer?

To be honest customers tend to be split into two camps, those who research everything (especially the ERF group who tend to go so far into detail it gets frightening) and those who say “well it’s a car seat it has to be safe”. My main concern with us not following Europe on this one is that the UK will become a dumping ground for R44 stock already in the EU that needs to be shifted.

On top of this there is consumer confusion over R129 and “i-Size” with many thinking they are the same thing

department needs to look at this urgently as it is a shocking label! Do you feel that consumers are aware of the requirements during the various age/group stages? No not really, we continue to get customers coming in regarding car seats they have generally purchased online with multi-stage seats that are more often than not set up incorrectly for the age, weight, height of child. The number of children we get in who are still using the harness in a group123 seat when they are well over the limits is frightening. This type of customer seems to think as it is generally seen

Yes, I generally use Facebook/ Instagram etc to bring awareness about updates or new products in the sector. Influencers I generally would say really hinder a safety message as they tend to be pushing style over substance. I think their posts should come with some type of Safety Warning stating that they have no expertise in this field. How important are brand names within this sector for you as a retailer?

Very important as they do give consumers some type of safety net in that the bigger brands you are guaranteed a better safety level than either R44/R129 or the “badged” seats coming out of the Far East with minimal testing or quality control. Do you stock a variety of seats instore to give your customers a level of choice and if so, how important is this to your business?

not knowing of the differences. I think this is something going forward that manufacturers and the trade need to help with especially once R44 is out of the way.

The other thing that probably causes more confusion than anything else is the 0-15m label on group 0/1 seats, what a nightmare that is! Every customer, without fail thinks that the seat can only be used up to 15 months and they are not buying that for such a short time scale. The relevant

with a harness it can be used with the harness for its whole lifespan. In fact, I have even had “customers” come in for advice and then really not like it when I tell them the harness on their seat is only up to 18kg or 105cm etc as they “bought it because of the harness”. Do you use social media to drive awareness of car seats that you stock – what about influencers/ bloggers/vloggers – do you feel these help or hinder key messages with regards to safety?

Car seats have been important to my business for many years since I started stocking Britax and Maxi Cosi seats over 30 years ago. I would suggest we have one of the best car seat ranges around stocking many seats in each category for consumers to try, have demo’ d and put into their car to test for compatibility issues. The only group I do not stock is the birth to 12 year old models, I just don’t think these are right and certainly not as safe as separate seats for the child. Is this a category where value vs. safety features and function is a consideration by the consumer?

Yes, I think most consumers before they come into store have a rough budget in mind and as with all things it is a case of priorities and getting the best fit for their needs within that

out his thoughts on the car seat sector.

There is consumer confusion over R129 and “i-Size” with many thinking they are the same thing not knowing of the differences. I think this is something going forward that manufacturers and the trade need to help with especially once R44 is out of the way.

budget. Also, consumers tend to think they need a certain function yet haven’t really thought about it in detail until we have a conversation about their needs.

Are there any particular trends that consumers are seeking, for example rotating seats or those with lie flat capabilities?

Yes and Yes - I would say about 90% of customers come in saying they want both rotation and lie flat currently (even if they don’t). However in reality they don’t always “need” these features especially at the infant carrier stage (rotation).

Do you feel that as an industry we are sending out a universal safety message and what more do you feel brands could do to ensure that key safety messages and requirements are being relayed to the consumer?

No this is something that could be improved to be honest. There are too many interested parties involved with their message being too conflicting. Go back a few years to the shield versus harness brigades they were intent on knocking six bells out of each other rather than pushing the positives about car seat safety. We have the same thing now with ERF and forward-facing seats. Both sides highlighting their own features, and in some cases degrading the other side leaving the consumer confused at best and actively looking for the wrong thing for them in another.

next best alternative is the best thing for their everyday life. My own son and granddaughters are a prime example, twin girls both very tall with a father just under 6’7” with long legs. At 3 ½ the girls were over 105cm tall but being twins one of them had to be behind the driver. There literally wasn’t enough room even in a large car for them to stay rearfacing.

With parents turning to the internet for help and information within this category, do you feel it better for the consumer to gain an invaluable demonstration/fitting of product from you as a retailer rather than simply buying online?

100% absolutely. As mentioned before the amount of times we see incorrect fit, unsuitable seats, wrong sized seats in vehicles generally all have been purchased online or from catalogue shops. I think the sale of these items should be restricted in some way so they can only be sold in a bricks and mortar store, or certain categories are restricted (ones that are more prone to customer abuse)

Do you feel you receive adequate support from your suppliers when we look at car seats or is there more that they could offer you?

I think some brands are very good at promoting their seats and highlight awards, crash test results but in some cases they aim to deceive. What does a “Made in “, “Best for “ or similar award mean when it is not actually related to safety or crash tests but merely a

score saying it is better than another seat or seats yet the others actually had a better “Safety” score. I know which seat I would prefer to use! As such I ask the manufacturers to cut out the “Bull” and give us clear precise details of seats.

What type of benefits do you gain from selling car seats?

Personally, I enjoy the sector and have an interest in it, occasionally my “Made in Yorkshire” bluntness doesn’t always go down well with some suppliers who don’t have the Spade is a Spade point of view. Some of them taking it personally rather than taking the criticism objectively, or simply begging to differ!

I feel good that we actively help consumers make an informed choice on car seats, helping them pick the correct seat for their needs and knowing it fits the child and the vehicle correctly.

What advice could you offer your

fellow retailers when talking to customers who are looking at car seats?

Don’t try to bamboozle them with science but try to steer them in the right direction to get the correct seat. Also do a bit of homework and know the seats you are selling. Finally, don’t be scared of the sector actively get stuck in try as many car seats in as many cars as you can then you will come across most questions about fitting that a consumer will throw at you. Yes there will be times when a customer comes in with the most obscure vehicle (Japanese grey import) with the softest seat pads you will encounter, the longest seat buckles you have ever seen and zero tether points that are usable (for the ERF seats) in these situations put your hand up and say I’m sorry I really am not sure rather than give poor advice, better not to make a sale in this situation than get it wrong. By the way I did manage to fit a seat on the above example!

There has to be a consensus from both sides that there are situations that arise for consumers where they have to compromise and the safest option is in fact not an option for them and in this case an informed decision of the

personal view of how a seat handles. Or the company only highlights the overall ADAC

The Clever Clip

The Car Seat Security Clip from child safety experts Clippasafe, is an affordable and simple solution to the danger of young children becoming free of their car seat straps whilst travelling.

Clipping easily onto the shoulder straps of any car seat, the device prevents children removing the straps from their arms.

Easily fitted to child seat shoulder straps up to 38mm wide, the security clip sits flat and comfortably across the chest. It is made from material that is strong and durable and can easily be removed if required, allowing for transfer to different car seats.

Managing Director at Clippasafe Roger Cheetham says “This is consistently one of our top selling products. Usually when children reach the age of around two, they start to realise they can wriggle their arms and shoulders free of the straps. This solution gives parents peace of mind, especially whilst driving.”

0115 9211899 | www.clippasafe.co.uk

Secure and

Axkid launch a new family hero in the Minikid family, Minikid 4

The Axkid Minikid 4 is the latest addition to the range of innovative, safe and Swedish Plus tested car seats.

Building on the success of the Minikid concept, which has been a family hero in many countries for more than 10 years, Axkid made several key updates to enhance your child’s comfort and safety during car journeys.

Axkid Minikid 4 is a secure and spacious car seat with extensive smart features designed with a Swedish safety mindset. With up to 30cm legroom, dynamic headrest technology, and easy 60-second installation, the Minikid 4 is flexible and adaptable to your child’s needs, making it a family hero.

www.axkid.com

Snug and safe

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

Tiny travellers can snooze soundly thanks to the 5-position recline for comfort that’s both luxurious and fuss free, while the Grow-Together headrest and harness system adjust simultaneously making those on-the-go alterations a breeze. I-Harbour has a lightweight shell, making it easy to transfer from vehicle to vehicle, but with reinforced steel at its core, this is a super strong seat crafted for utmost resilience. I-harbour pairs with the i-Base Encore to create a spinning solution that will make loading and unloading a breeze.

i-Base Encore sold separately.

uksales@joiebaby.com | www.joiebaby.com

The new era of search engines could crush SME traffic.

Here’s how to stay ahead.

GPT-style searches are set to throw a major wrench into the day-to-day of your marketing team. Because as the latest search engines are set to unfurl over this year, there’s a tidal shift incoming.

Conversational Search

Where we’ve been used to asking Google a question to answer, we’re now going to have conversations instead that lead to answers. If you want to see how, you can try tools like Google’s new Bard AI now.

The crux of this though is that every marketing team on the planet has

structured their SEO around an index model, rather than a conversational one. And can you blame them? Only the ultra-techy had any idea of what was coming this year.

But now it is changing. And as people are searching for answers differently, all of a sudden, the content you’ve worked hard to see rank, might fall off the first page entirely. Only to be replaced by businesses that optimise for a new style of search.

So, if all your organic traffic, searches and sales trickled away, how would your business fare? Most could be vulnerable to losing that new flow from search. If yours is in that groupread on…

Three Strategies to Consider

Firstly, shifting your SEO to be more conversational is going to be key. Your pages will rank better if they suit the search better, so altering your copy and technical SEO will reap benefits in the long term.

Not only that, but rather than just firefighting LLM’s (large language models), use them to fight back. Did you know you can automate a technical SEO audit of your website in

just seconds? Look for ways in which those models can streamline your keyword research or producing technical plans. You’ll be amazed at what they can do, and seeking out content creators focussing on their capabilities can help distil the best ones for you.

And finally, (although there’s plenty more to discuss!) a good strategy will be to focus on user experience on site. Right now, Google will take your technicals as indicators for whether to send people to your site. But soon less people will get there through search, so you’ve got to maximise how they engage with your site. Don’t let them down.

Shifting to a Secure Path

Ultimately if you don’t make changes, you could be vulnerable to losing a huge chunk of organic traffic, leads and sales too. It’s a precarious situation if you haven’t got a reliable

Adam Gillett, Co-founder, FanFinders

way to make sure new prospects are finding your business.

At FanFinders, we run the Your Baby Club community where millions of families discover and engage with personalised content and offers, from brands just like yours. You can secure new leads at a low, fixed acquisition cost by talking to us today.

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

If your business relies on new leads coming in from Google, you need to be reading this.

A good strategy will be to focus on user experience on site. Right now, Google will take your technicals as indicators for whether to send people to your site.

Barking Mad

john@pramland.co.uk

Much to the annoyance of Penny (Ed) I’m typing this up on the 1st June. . . .I cannot believe it’s June already! Where has 2023 gone? I hope May was a good month for you all. Here at Pramland I’m glad to report we had another bumper month and are we are back on track to destroy 2022’s figures once again – February and March are now just a faint memory.

Since my last article a lot has happened in our industry and I want to take the time this month to dissect it and, for what it’s worth give my opinion. Last month Pushchair Expert announced they would be closing, a very sad day for our industry as they flew the flag for us independent retailers wanting to move our industry forward but ensure customers valued the in-store experience and advice.

I may be speaking out of terms, but they always seemed to put their in-store proposition in front of their online side and this was a very refreshing and much welcomed trading stance. Likewise, Pushchair Expert always seemed to be one of the good guys in terms of online pricing. We all have a list of the “usual

suspects” when it comes to online discounting. I call my list the “The Separatist Alliance” because I’m a sad Star Wars geek and I liken them to the bad guys. Anyway, Pushchair Expert never appeared on my list and that was because I cannot recall a time, I was asked to price match them, ever!

With James’s (Pushchair Experts MD) permission I was furnished with a copy of the email he sent to all his brands, and I must admit it made for some compelling reading.

In his email James makes some VERY valid points regarding the industry and how some brands seem to be working against us as independent retailers. I am of course paraphrasing but the gist of the letter highlights pricing and direct selling as the main causes of Pushchair Experts inability to earn margin and therefore continue as a viable business. He cites brands working in direct competition against him, resulting in him being forced in to trading in an “un-competitive position”. When a business such as Pushchair Expert are citing margins as a direct factor in their closure the industry should stand and listen. They adhered to pricing and fully respected the brands they stocked in order to

represent these said brands in a manner that they request, yet due to a lack of control on pricing they were left in a position which required either reducing their own prices to compete or to take the decision they ultimately took. Time and time again I come across posts on the various groups I’m a member of where one store or another is citing a discounted price. Why are we racing to the bottom and why aren’t the brands trying to assist us sensible stores that need margin to survive?

Right now, the readership of this article is split 50/50. 50% of you are representing brands and you are shouting “we are not allowed to tell you what to sell at”, while the other half are retailers and they are shouting “please tell everyone to sell at full price so I can earn a living and ensure the future validity of my store”. The simple,

undeniable truth is that brands cannot tell us what to sell at. BUT, they can choose who to sell to! If the brands truly wanted to work with us retailers to eliminate pricing issues they would, after all there are some very big brands that have never had problems like this – and for this we should offer our undevoted support to them (you know who you are!). The problem is business is business – no matter how big or small. Us little guys, individually lack power. I may buy 20/30 car seats a month off brand X but if giveitaway.com buy 20/30 pallets per month where do you really see the loyalty lying? Besides we all have targets to hit (he types in his cynical font – this is the literary version of sarcastic voice).

James’s second point was that brands are now competing directly with their own customers – US! We all

Pramland’s John Barker this month is taking a look at the impact on independent retailers from brands who sell direct to the consumer and price-matching.

When a business such as Pushchair Expert are citing margins as a direct factor in their closure the industry should stand and listen.

have brands in our store that sell direct to the public. Some of these do this on an even ground – same prices, no special promo codes or deals, if they cannot supply us due to a stock issue the consumer can’t buy it directly. I would say this is fair and transparent, unfortunately some brands want to have their cake and eat it (top grandma phrase right there!). We are all aware of brands that have certain products exclusive to their website, some have exclusive bundles, prices or events! Then it comes to stock, we have all fallen foul of the “stock is separate for our website” cut and paste reply.

How embarrassing is it when a customers come to the store to complain that you haven’t completed their order in a timely manner due to a stock issue with the supplier, only for them to produce their mobiles showing said brands own website, the item in question showing as “in stock”. This is frustrating and extremely embarrassing, and as James cites in his email – it leaves us in a very uncompetitive position!

Finally, I would also like to mention consumer shows just on a personal note (nothing mentioned in James’s email about them surprisingly). I recently had a conversation with a brand as I had been asked to price match a consumer show price. I was told they would be unable to help me match it as the powers that be had removed their ability to offer deals

and assistance to us retailers. I was told that as the show costs so much money to put on and the amount of business it would generate the promotions offered at the store where their way of supporting the show. That got me to thinking. . . .what do these brands think my shop is? Just a place I like to come to everyday instead of spending time with my family? I have a consumer nursery show here, everyday! It’s one I don’t charge them £15 to attend and I certainly don’t charge them £30 to park – in fact not only do I not charge them the earth to buy a coffee – I give them complimentary drinks – I guess none of this is worth supporting!

So, if you managed to get this far down in my article and you represent a brand I ask you to speak with your

retailers. Engage with them and ask them how they feel about trading with you. Your pricing policy, your direct selling techniques, your stock and availability, anything that can affect your relationship. Take this information and pass it up the tree as the powers that be need to know how we, their customers are feeling. If you are retailer now is the time to consider which brands you support. I say support

those that support you and those that don’t ask them to change, it’s worth a conversation. Only together can this industry change for the better!

Before I leave, I want to mention the true victims here - the staff and team at Pushchair Expert. I wish all of you the very best of luck for the future – it was a pleasure to meet those of you that I did meet, and I hope our paths cross again in the future.

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Time and time again I come across posts on the various groups I’m a member of where one store or another is citing a discounted price. Why are we racing to the bottom and why aren’t the brands trying to assist us sensible stores that need margin to survive?

Safe to sleep

Today, there is a wide array of innovative products available that aim to address parental concerns and anxieties while ensuring the utmost safety and comfort for little ones. Through clever design there is now a host of sleeptime products for consumers to choose from, including breathable bedding, mattresses, cots, bedside cribs, mobiles, monitors, and soothers.

When it comes to their babies’ sleep, parents often express concerns and anxieties regarding safety, comfort, and the prevention of Sudden Infant Death Syndrome (SIDS). They worry about ensuring proper ventilation, avoiding suffocation risks, and creating a soothing sleep environment. These concerns are understandable, and they have notably driven the demand for specialised products that address these worries.

Nursery Today asked Green Sheep Group’s Head of Marketing Jamiie Jillard why she feels parents have such huge anxieties when we look at sleeptime?

“Expecting parents are so often given ‘advice’ such as ‘make the most of a good night’s sleep, that will all change when the baby arrives’ and ‘sleep when the baby is sleeping to make sure you get the rest you need’. With advice like this, expecting parents start to build a picture of what sleep will look like when they become a parent which can create a real nervousness.”

Said Jamiie, adding “We all know, parent or not, that a good night’s sleep is one of the most cherished things in adult life and a great night’s sleep can help you feel ready and equipped to take on the world! This is exactly why we have dedicated an entire brand to helping parent & baby get a great night’s sleep.”

The Lullaby Trust are a great source of information when it comes to this, with their Corporate Partnerships Manager, Jess Coolbear telling us “With so many different products on the market choosing what items their baby might need can be overwhelming for parents. Many products make claims about their benefits to babies, and it can be hard to sort the science from the marketing. To help make choosing baby sleep products easier we have put together a product guide with information on how to choose the items a baby needs, what types of products parents should avoid, and what the marketing actually means.”

Breathable bedding, mattresses, cots, bedside cribs, mobiles, monitors, comforters and soothers are all designed with the primary goal of enhancing baby and infant sleep. For example, breathable bedding and mattresses utilise innovative materials and designs

that allow air to circulate freely, reducing the risk of suffocation and overheating. Cots, Moses Baskets and bedside cribs also provide a safe and convenient sleeping space, promoting closeness between parents and infants. Each product aims to provide optimal comfort and safety, allowing parents to feel reassured about their child’s sleep environment. With breathability a trending word when we look at sleeptime products, are parents actively seeking products that have a level of breathability? Jamiie feels this is now high on their list of questions when looking at sleeptime products commenting “Breathability is talked about a lot when it comes to risks surrounding SIDs which is why it has become such a nonnegotiable for any baby sleep related products. Ensuring our products allow for a high level of airflow and help regulate babies temperature as much as possible is always at the forefront of product development, demonstrated by our ComfortAir system in our most-loved SnüzPod, SnüzSurface mattress range and dual mesh windows in SnüzBaskit.”

We also asked Jamiie what she felt parents were looking for when we consider sleeptime products? “Parents are often striving to create a sleep routine, one that helps them and baby get the sleep they need and establish a rhythm that works for them. So, parents are looking for anything that can help them create and maintain that sleep routine – from a safe and comfortable sleeping space to relaxing bubble baths and the cosiest sleeping bags. They want easy to use, high quality products that deliver the best levels of comfort for baby (and them!).”

Products that carry recognised awards or are linked to known associations, as an example, The Lullaby Trust, also offer greater consumer confidence. We asked Jess how it can assist a nursery product that has aligned itself with The Lullaby Trust? “Companies get in touch enquiring to partner with The Lullaby Trust all the time, but we will only partner with a brand that aligns with our values, and on products that adhere to our safer sleep advice. All products go through our Scientific Advisory Committee, a group of experts in the safer sleep field, ensuring that we’re putting safety first and giving brands that seal of approval.” Said Jess.

The Lullaby Trust also conducted a survey in March of this year, with Jess adding “In March 2023, we issued a survey to expectant/new parents and caregivers. 97% of respondents shared that they would be more likely to buy a product with The Lullaby Trust logo on it. The

three main words that came out of the survey were: safe, trustworthy, and reassured. The Lullaby Trust is a trusted brand with an excellent reputation, and that really makes a difference to families.”

With this being such an emotive nursery category, do parents research safe sleep practices before making a decision on which type of products to purchase? “In the same survey previously mentioned, we asked ‘Are you planning to/did you purchase products with sudden infant death syndrome (SIDS) and safer sleep in mind?’” Said Jess. “93% of respondents said yes. We were relieved to see this figure and it’s reassuring to see that parents are considering safer sleep practices and safety before buying sleep products for their baby. It’s important to us that parents are purchasing products before baby arrives so they can create a safer sleep space for their baby and establish a safer sleep routine from birth.”

Over the years, this category has also experienced significant innovation. For example, smart monitors that track breathing patterns to temperatureregulating bedding materials, advancements have been made to enhance safety, comfort, and convenience. The majority of products within the sleeptime category look to offer innovations that assist to address parental concerns to improve the overall sleep experience for babies and infants.

Retailers who stock baby and infant sleep products enjoy several benefits. First, there is a consistent demand for these products, as sleep is a fundamental aspect of a child’s well-being. By offering a diverse range of quality sleep products, retailers can attract and retain customers, building loyalty and reputation. Second, stocking products endorsed by recognised awards or associations adds credibility to their offerings, increasing consumer trust and confidence. Finally, staying up-to-date with innovative sleep products allows retailers to differentiate themselves in the market and cater to the evolving needs and preferences of parents. “For most parents, a bed for baby is one of the first purchases they will make so by stocking a range of the best brands available, retailers are establishing a connection with that customer early on in their pregnancy buying journey and can then support them throughout their pregnancy and beyond with broader category purchases.” Said Jamiie.

You will find a host of products across the following pages, that are all available to order now.

Providing a safe and comfortable sleep environment is paramount for babies and infants, as it plays a crucial role in their growth and development.

All Natural Mattress

• Filled with wool and natural coir, o ering comfort and support

• Excellent air movement and heat dissipation to help regulate body temperature

• Features a deluxe natural cotton fabric cover, providing a completely natural mattress

• The fully-zipped cover is breathable and water-resistant and can be washed at 40°

• Available in cot and cot bed sizes

• Proudly made in the UK

01692 408802

nursery@east-coast.co.uk

www.eastcoastnursery.co.uk

Hip healthly sleep

The Ergobaby Sleep range keeps babies cosy without loose blankets.

The Swaddler keeps newborns snug, featuring a fold-over leg pouch for quick nappy changes, and escape-proof arm pockets, while the classic Baby Sleeping Bag (0–6mo) and On The Move Sleeping Bag (6–36mo) both feature adjustable shoulder poppers, a two-way zipper, and a harness slot for stroller and car seat use. On The Move also allows easy transitions from sleep to play using tuck away feet holes! All three are made from ultra-soft, breathable cotton - cosy against babies’ skin and machine washable - and are designated ‘hip healthy’ by the International Hip Dysplasia Institute.

Contact your account manager or service@ergobaby.co.uk for more information. www.ergobaby.co.uk

Soothing soother

One of the most soothing things for a baby to do is suck. It is a powerful instinct they are born with. MAM’s Soothment Movement aims to debunk myths about soothers and offer advice on how to soothe your baby at night.

Perfect co-sleeping solution

Graco introduces the Sweet2Sleep, its first bedside crib with a dropdown side that provides the perfect co-sleeping solution to make early night times with baby easier.

As the NHS relaxes its guidelines on co-sleeping, Graco has found that 60% of mums are worried by the idea of co-sleeping and 86% agree the idea of a bedside crib with a dropdown side is a good alternative.

Sweet2Sleep provides a safe co-sleeping solution at a fantastic price. The crib is packed full of features to keep baby safe and in reach for feeds and cuddles all night. The mesh sides keep baby well-ventilated and easily visible, while the side can be lowered quickly with just one hand to bring baby in closer.

uksales@allisonbaby.co.uk | www.gracobaby.eu/uk

Snüz has your back

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

Research showed that 87% of parents believe a soother helped improve their child’s ability to self soothe.

Continuing supporting parents in every aspect of parenthood; MAM is introducing the Original Pure Soother. This is their first carbon neutral soother using bio renewable materials, that helps parents make baby steps towards being more eco-conscious.

www.mambaby.com

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

01789 734 022

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

Training night light

The Skip Hop Dream & Shine Sleep Trainer Night

Light is a 4-in-1 design - a night light, soother, sleep trainer and alarm.

In sleep trainer mode the cloud lights up with three easy to follow colours, Red – time for bed, Yellow – almost time to get up, Green – get up time. In night light mode the cloud has a warm glow which can be brightened with three levels. Its auto off feature allows for 12 hours of continuous light before turning off. In soother and alarm mode it plays sounds, controlled by the cheerful sun button control.

0116 478 5230 | sales@toynamics.co.uk

www.toynamics.com

Providing comfort

Jaspar The Dreamy Elephant is a Sleep Aid with a significant difference!

Unlike conventional sleep aids that just play white noise for helping children to be soothed to sleep, Jaspar also has a re-recordable voice recording function that allows up to 20 minutes of recording time!

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

prakash@thedreamyelephantcompany.com

www.thedreamyelephantcompany.com

Natural sleep

Portable powerhouse

Parents can create the most natural sleepy setting from birth with The Little Green Sheep.

From its iconic natural and organic mattresses made with coconut coir, to the stunning knitted and quilted Moses baskets made from palm, as well as super soft organic bedding, sleeping bags, blankets and sheepskin rugs.

With this adored British brand, parents can cocoon their little ones in luxurious natural goodness and create the very best environment for their little ones to sleep in. Designing beautifully natural and timeless nursery essentials to support little one’s sleep in the most natural way, that are free from any nasties and are the very best they can be, is the brands number one priority.

01789 734 022    trade@greensheepgroup.com  | www.thelittlegreensheep.co.uk

Super breathable

Iconic design and innovative features such as its dual-view mesh windows, and zip-down wall for bedside use, undoubtedly give the much-loved SnüzPod⁴ its edge.

Praised for its genius ComfortAir system with unique surface-level air-flow vents, an air-permeable mesh liner, and improved base ventilation, the SnüzPod⁴ is super breathable.

Not only fitting more beds than any other bedside crib thanks to its new extended height feature, the SnüzPod also boasts many much-loved features, such as the lightweight removable bassinet and reflux incline.

It comes in a stunning collection of classic and on trend colours including Dove, Navy and Rose White and Urban, which is Exclusive to Independent Retail Partners.

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

Parents can sleep soundly at night with little one close by, whether at home or on travels, with the new roomie go from Joie.

This easy to fold, bedside sleeper is a portable powerhouse that will let parents and little ones sleep safely, side by side, without sharing a bed.

What sets roomie go aside from similar bedside cribs is the quick and easy fold that packs up conveniently into one tiny package. Compact and lightweight, roomie go is your perfect travel partner that is easy to carry and tucks away into small boots and cupboards.

Roomie go also comes with a comfortably cushioned, yet firm mattress that is covered in a soft knit mesh so that baby can breathe easily which means a peaceful rest for parents and baby.

uksales@joiebaby.com | www.joiebaby.com

Tracking baby’s movements

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

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

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

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

sales@kooltrade.co.uk

Modern design

Baby’s

The Shnuggle Dreami Moses Basket is a second generation of the Shnuggle Classic Moses – the first Moses style bed to offer a modern outer shell that can be completely cleaned and sterilised making for more hypoallergenic sleeping environment.

Shortlisted for the 2023 Junior Design Awards, Dreami uses whisper quiet materials meaning less disturbance to baby during night feeds and changing and also if baby moves during sleep.

Dreami is all about breathability too – the lining is a 100% breathable 3D mesh fabric which is cotton facing, so soft against baby’s skin and has a hypoallergenic inner core to wick away moisture, offering complete comfort. In addition, the included mattress is breathable and the base is ventilated, all of which help towards a safer and sounder sleep by reducing the risk of air flow restriction within baby’s sleeping environment.

Newborns being asleep on their backs will naturally generate heat, so having the materials under them promoting airflow will provide more comfort for baby.

Most Co-Sleeping cribs need to be fixed to parent’s bed, creating a need for an additional product for baby to sleep in during the day. The Shnuggle Dreami offers great flexibility and no need to buy multiple items. Parents can keep baby close day and night with its lightweight, sturdy design which can be used as a bedside crib for night time and easily moved around the home for day time naps.

The Dreami base is easily removed from the included Curve Stand which has 2 functions – firstly a fixed raised level which is great for placing beside the parent bed, then a low-level rocker – great for day napping and soothing.

Dreami is 45% longer that traditional baskets and has been designed to be an ‘all in one bed in a box’ with design, safety and functionality in mind and is the perfect modern, stylish choice for baby’s first bed. www.shnuggle.com

Super soft plush for comfort

Soft and fluffy, the adorable Counting Sheep Comforter is the perfect companion for your baby’s bedtime.

Made from super-soft rosebud plush, this comforter will help soothe your baby to sleep. The finger hole allows you to use the comforter as a cute puppet. This Silvercloud comforter coordinates with the Counting Sheep bedding range (available separately).

Suitable from birth. All collections are 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.

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

www.eastcoastnursery.co.uk

An Influencer Sleep Time Favourite

The CuddleCo Aria Rattan Crib provides a chic and modern alternative to the classic bedside crib. Beautifully handcrafted from strong and sustainable rattan, which is harvested seasonally and grows back quickly. Aria is the perfect ecological sleep time solution for parents.

Aria’s lightweight design makes it super easy to move between rooms. Ideal for both daytime naps and bedtime, giving parents the flexibility they need. Included with the crib is a supportive mattress and crib liner, which feature a quilted fabric made with ultra-soft bamboo fibres. These sleep essentials contain anti-microbial properties that help keep baby’s sleep environment clean and germ-free.

sales@cuddleco.co.uk

first bed is an important choice for parents and traditionally only wicker or wooden cribs were an option.

Love to dream

The Love To Dream range is a revolutionary collection of products designed to help babies and parents experience a peaceful night’s sleep.

With their unique and innovative designs, Love To Dream offers a variety of sleep solutions that promote safe and comfortable sleep for infants. From their signature Swaddle UP, which allows babies to sleep with their arms up in a natural position, to their transition swaddle bags and sleep suits, all options provide the perfect balance of warmth and breathability. Love To Dream really understands the importance of creating a nurturing sleep environment and parents around the world trust Love To Dream for its commitment to quality, functionality, and above all, a good night’s sleep for their little ones.

sales@cheekyrascals.co.uk

Soothing co-sleeper

The Maxi-Cosi Iora Air

Keep connected with Maxi-Cosi

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

This smart sensory range to aid both babies and parents includes: See Baby Monitor – Parents can watch their little one live with HD streaming in the palm of their hand. See allows them to keep a close eye on baby anytime with day and night vision and remote-controlled pan, tilt and zoom. It also notifies parents of any changes directly to their phone and plays lullabies and white noise sounds to calm and soothe. Breathe Humidifier - With a generous 3.8 litre tank capacity, Breathe Humidifier can run uninterrupted for 24 hours. When water levels are low, parents are alerted on their phone via the Connected Home app. Designed to fit into the modern and stylish home, it can also be used with essential oils as a diffuser, catering for the whole family.

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

Glow Under Crib Light – A low level under-crib light, Glow allows parents to be able to see when going into the room to check on baby without the risk of waking them. It has a smart motion detector which turns on soft lights when parents approach the crib and automatically dim as they leave. It’s easy to install and is held in place with self-adhesive fastenings and the wires can be clipped under the crib to keep them safely out of the way. www.maxi-cosi.co.uk

Three piece Bedding Set

This enhanced version of the brand’s iconic co-sleeper, Maxi-Cosi Iora, boasts a new rocking-function among other great new features. Parents can just flip the arched leg support when they need it to help soothe baby back to sleep. It also has an extra-thick mattress and an all-round, breathable mesh fabric to maximise air circulation to ensure baby’s comfort throughout their sleep time.

Iora Air is designed using EcoCare; super-soft, premium fabrics and materials made from recycled plastic bottles. A large storage basket underneath ensures convenience for parents as all of their baby essentials are within reach, for around-the-clock care. www.maxi-cosi.co.uk

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.

The Counting Sheep 3 Piece Bedding Set includes a coverlet, fleece blanket and printed fitted sheet, featuring adorable sleepy sheep and little stars. Discover matching nursery accessories that complete the look and make perfect baby shower gifts. Suitable from birth. All collections are 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.

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

is an extracomfortable, soothing co-sleeper, designed to keep infants close and develop the special bond between parent and baby.

Could you be The Lullaby Trust’s next brand partner?

Expectant/new parents more inclined to buy a product with The Lullaby Trust logo according to survey of over 1000 new parents.

products out there which can be so confusing for consumers.

An association with The Lullaby Trust will help you stand out from your competitors as a brand that goes above and beyond.

“Quality, safety and trust are at the heart of everything we did at The Gro Company, and our long- lasting 19 year relationship with The Lullaby Trust is a key element of that. We always signpost to The Lullaby Trust and we trust them as much as our consumers do.” Rob Pascoe former Managing Director of The Gro Company.

everything we do, and our dedication to our supporters and service users, that we are a recognisable, trusted brand.

Combined with our strategic outreach to parents during the pre-natal period and our trusted relationship with NHS health professionals, we can together strive to ensure parents are choosing safe sleeping products for those 700,000 babies born in the UK per year.

How our partnerships work

We encourage partners to be as involved as they can be and we will create a marketing plan unique to you that is flexible and can be adapted to your strategic aims.

Below are just a few benefits included in our sponsorship levels.

• Use of The Lullaby Trust logo on marketing and packaging

• Inclusion in positive PR and social media activities

• Inclusion in our popular Product Guide to help new parents when choosing sleep products for their baby

• Opportunities for staff to engage with our work

• Opportunity to list your products in our online shop

Safer sleep tips and advice

The Lullaby Trust is a charity that saves babies’ lives and supports bereaved families. Sudden infant death syndrome (SIDS) is the sudden and unexplained death of a baby or toddler where no cause is found after detailed post-mortem examination.

Around three babies a week still die from SIDS and we are committed to bringing that number down to zero.

Through educating parents on how they can reduce the risk of SIDS and investing over £12million in research, we have played a key role in reducing the number of babies who die from SIDS by 80%, saving the lives of more than 29,000 babies.

Each year we train thousands of health professionals to support parents in sleeping their baby safely, and reach millions of families with our vital safer sleep advice. We rely solely on donations, campaigning tirelessly to raise awareness of SIDS and ensure our life saving advice reaches all parents.

Stand out from the crowd with an affiliation to The Lullaby Trust

Our marketing partnerships have helped businesses in the nursery industry establish themselves as marketleaders in safety. There are so many baby sleep

By partnering with us, prospective customers can easily and simply identify your product as an option that will help them follow advice on how to reduce the risk of SIDS and create a safer sleep environment for their baby or young child.

A core benefit included in a brand partnership is the use of The Lullaby Trust logo on your website, packaging and marketing, as well as retailers’ websites/ stores your product is distributed. Having sight of The Lullaby Trust logo on a product can make it stand out in this crowded marketplace.

97% of respondents of a survey of over 1,000 new and expectant parents said that they would be more inclined to buy a product with The Lullaby Trust logo on it. When preparing for their baby, The Lullaby Trust was the number one consideration that influenced their decision-making the most when choosing products.

We were also thrilled to see The Lullaby Trust ranking in BrandVue’s top 25 most loved UK charity brands of 2023. Being ranked in the top 25 most loved charity brands of 2023 reflects the public’s alignment with The Lullaby Trust’s, ethos, mission and values. It’s due to our commitment to keeping our values at the centre of

It’s important to follow the ABCs of safer sleep. Always sleep baby on their back in a clear cot or sleep space (free of bumpers, toys, pillows and loose bedding). Following the ABCs for every sleep day and night will help to reduce the risk of SIDS giving parents and caregivers the peace of mind to enjoy this special time. We’ve included a few useful resources, that cover our essential safer sleep advice. Please feel free to utilise these resources to support your customers with their safer sleep queries. Our vision is for brands to follow our safer sleep advice and lead by example, influencing parents/caregivers to make safer choices when it comes to sleeping their baby safely.

Find out more

If you’d like to know more about the different partnership packages, or you’d like to get involved in The Lullaby Trust another way, please email Jess Coolbear jessicac@lullabytrust.org.uk or visit their brand partner page www.lullabytrust.org.uk

Jess Coolbear, Corporate Partnerships Manager manages brand partnerships at The Lullaby Trust as well as Charity of the Year partners. Here she tells us more.

Food focussed

Weaning is an important milestone in a baby’s development when they transition from a solely milk-based diet to solid foods. This stage can be both exciting and challenging for parents, as they navigate the introduction of new tastes and textures. To ease this transition, numerous products have been developed specifically to aid during weaning.

Products developed for weaning serve several purposes. Today weaning products are specifically designed to assist in promoting self-feeding. For example, baby cutlery and bowls with soft and shallow edges are designed to facilitate independent eating, suction plates and mats to help prevent mess and spillage, allowing babies to explore food without creating chaos and sippy cups for little ones to learn how to drink without supervision.

Of course, let’s not forget that we also have options where products are developed specifically to help in the preparation and storage of baby food. From baby food makers that steam and blend ingredients to storage containers designed for freezing and reheating, these products make it easier for parents to create nutritious meals for their little ones as they provide convenience and save time in the kitchen, enabling parents to provide fresh and homemade options for their babies.

Nursery retailers can benefit greatly from stocking products in the weaning category. Weaning is a significant phase that spans several months, providing you, the retailer with an opportunity to engage with customers during a crucial period of a child’s development. By offering a wide range of weaning products, retailers can attract parents who are looking for convenient and innovative solutions.

Stocking a variety of weaning products can lead to increased footfall and sales. As parents explore various options for their baby’s weaning journey, they are likely to visit nursery retailers to seek guidance and purchase the necessary products. By creating an appealing weaning section, as a nursery retailer this can enable you the ability to encourage customers to spend more time in your stores and potentially make additional purchases.

Combining function with form

Vital Baby enhances weaning offering with stylish Silicone Collection

Vital Baby extends its NOURISH portfolio, with the launch of a stylish range of weaning products that combines supreme functionality with style. This new collection of bowls, plates, spoons and mats are made from 100 per cent super-soft durable silicone and come in a stunning range of muted tones, including ‘Crushed Mint’, ‘Sweet Butterscotch’, ‘Blush Raspberry, ‘Dusky Mauve’ and ‘Moody Blue’.

The new collection is perfect for when little ones start to wean, all the way through to toddlerhood and beyond, for stress and mess free mealtimes.

This range is ideal for when baby wants to start feeding themselves and for baby-led weaning, to help them gain more self-feeding confidence.  It is available as part of a coordinated toddler feeding essentials range, including plates, bowls, pots, cups and more.

All of this collection is BPA and Latex & Phthalate free. It can be microwaved and is top rack dishwasher safe (max. 65°C), as well as being suitable for all methods of sterilisation (including UV sterilisation). It is suitable for little ones from 4 months plus.

www.vitalbaby.com

Glows in the dark

Can’t find your bedtime water? Reach for Pete!

Super cute by day AND night, Pete Polar Bear, TUM TUM’s new Tippy Up Cup is the new kid on the block, but with a hidden talent - he glows in the dark!   Pete can also be ‘super-charged’ for extra ‘glowiness’ simply by holding him next to any light source to give him some extra oompf!  And he has all the usual features of the rest of the Tippy Up Cups range:-

• Free flow for simple easy drinking

• Drink any way up, due to weighted straw

• Leakproof when lid is closed (for travel or when not in use)

• Suitable for cold or room temperature drinks

• Replacement straw sets available

• BPA & Phthalate free

• Tested to EU and US Products Safety Standards

• RRP £9.99

For further information contact TUM TUM’s UK distributor: sales@hippychick. com or hello@tumtumtots.com if outside the UK.

www.tumtumtots.com

A world’s first from doddl A 2-in-1 baby and toddler bowl

These are interesting times for everyone, so if you’re going to launch a new product in this market, it had better be a good one. Enter doddl. 5-star rated by over 10,000 parents, recommended by a range of experts and recently awarded the Kings Award for innovation 2023. In June we’ve taken the time to speak to Tim Dowds, Global Sales Director at doddl to find out what’s so special about their newest invention, the doddl bowl.

“We’ve combined child development insights with advanced design and engineering to create a world’s first; a truly 2-in-1 bowl for babies AND toddlers*. We understand that customers are looking for genuine value for money, they want the investment they are making for their child to be worthwhile, to last and to make a real difference to them, that’s why this bowl is so special”.

Taking a closer look, we can see what Tim means. The design of this bowl is genuinely clever. For baby, the suction base is totally immovable when in use (we lifted a table with it) but it can easily be released with the quick release tab. That’s a tick – a suction bowl that actually suctions!

But now for the really smart bit. Adapting as a child grows, this bowl is incredibly long lasting. The base of the bowl is easy to remove, converting it from a suction bowl, ideal for babies, to a non-slip bowl, perfect for toddlers and older children - meaning this bowl incredibly versatile and long lasting. And because the base is easy to re-attach, you can simply swap between the two as your baby develops. You can also remove the suction base when it heads to the dishwasher, maintaining the

quality of the suction, and making it stackable if you want more than one doddl bowl in your kitchen.

Then in typical doddl style, there’s the unique shape – with a lower and wider front – the doddl bowl allows for easy access to food and makes it easier for a baby to see what’s in the bowl. The oval shape avoids any hand bumping on the side of the bowl and the flat base make learning to scoop a breeze, taking away any frustration.

All in all, as new product launches go, this is one to watch – after all, the King has approved the doddl range, so it’s likely to be another parent favourite from the team at doddl.

doddl is available from doddl.com, Amazon and range of retailers including Boots, JoJo Maman Bebe and Next.

If you would like to discuss partnership opportunities, contact Tim: tim@doddl.com www.doddl.com

*Patent pending

Coffee Break

Nursery Today had the pleasure to speak with Ubere Mama’s Sarah-Jane Hingorani to find out more about this innovative breastfeeding clothing range – all made in the UK

Tell us about your product range, how do these assist mums during post pregnancy?

Ubere Mama Clothing helps mums to breastfeed comfortably and discreetly both indoors and outdoors. The discreet zippers help mums only reveal what is needed to breast feed their baby.

Is fashion, function and price something that they consider when looking at your product range?

Yes fashion is important, styling and colours, especially to co-ordinate with the rest of their wardrobe. Price and value is extremely important at a time when many mums have stopped working.

Do you feel that there is currently ample innovation when we consider clothing specifically designed for breastfeeding?

What

do you feel are the key attributes when new mums are looking for Breastfeeding clothes.

Once the baby has been born, mums don’t want to wear maternity clothes. They are now oversized as when a mums breastfeed her uterus will shrink and usually breastfeeding accommodates a flatter tummy and a quick return to pre pregnancy figure. Ubere

Mama clothes are designed to fit a breastfeeding mums body, so larger areas around the breast area and the normal sizing around the shoulders and waist.

How do your products assist mums while breastfeeding?

They keep a mum covered and warm. Mums don’t have to pull up and show their waist or sides . The zippers open discreetly under the arm.

That is why I have launched my pre-loved and share collection. When mums have finished breastfeeding they can return their products and I will resell onto a list of new mums I collate from shows who would prefer to pay less for a recycled pre-worn garment. My clothes are practical and sustainable to last well beyond when a mums breastfeeding journey is over.

Made in the UK - the carbon footprint of the products manufacture has been reduced so making a sustainable product whilst supporting local UK manufacturing

How often do you refresh your ranges?

I add in new colours and fashion prints to the Core range each season.

I have a new exciting licensed Lounge range about to launch in July. I am currently working to have all my products either organic or recycled fabrics by 2024.

I think Ubere Mama has innovated leading breastfeeding products of concealed zippers which have been ‘redeveloped’ in many ways since I launched them in 2015. Quite flattering, but seriously I think there could be more styles made available using sustainable, recycled fabrics. It’s an area of clothing that is not really shouted out about, but breastfeeding lasts far longer for many mums than the 9 months of maternity!

For my range it’s about managing budgets. Growing slowly and steadily. I am a small specialised niche business working with UK manufacturers.

What benefits do you feel retailers can gain by stocking these products?

Add on purchases in baby stores for new mums looking for breastfeeding clothing. Currently there are limited options in stores and the clothing is mostly on line.

Supporting UK manufacturing and a small niche UK brand that uses sustainable yarns and Makes in the UK.

www.uberemama.co.uk

BABY CARE INDUSTRY STRATEGIC MAP

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

CHINA NURSERY CHINA

ENGLAND NURSERY TODAY

GERMANY BABY & JUNIOR

NETHERLANDS BABYWERELD

NORWAY BABY, HOBBY & LEKETØY

POLAND BRANŻA DZIECIĘCA

SPAIN PUERICULTURA MARKET

SWEDEN LEK & BABYREVYN BCMI

bcmi@babycaremagazines.com

www.babycaremagazines.com

Quick & easy

A High Chair For Weaning and Beyond

Long-lasting, practical, and stylish – three things parents are guaranteed to love about the Evolu 2 High Chair.

This 2-in-1 Childhome high chair is designed to offer children a safe and comfortable seat at the dining table without compromising on style. Its innovative design means that it’s suitable for babies from 6 months and adapts to children of 6 years, making it a must-have for weaning and beyond!

This adjustable high chair has two different table heights, meaning it can fit a standard dining table of 75cm and a child’s own table of 50cm. sales@cuddleco.co.uk

Sustainable storage

Striving to design more sustainably since 2022, Babymoov introduce their bio-sourced, plantbased babybols for storing and stacking baby’s meals away in the fridge or freezer.

Made from 94% plant-based sugar cane, Babymoov Bio Babybols are kinder to the planet and suitable for use in the microwave, steriliser and dishwasher! Keep fresh meals and snacks well preserved thanks to the screw top, 100% airtight lids, ideal for days out too. Babymoov Bio Babybols are stackable with a writable surface to add names or dates and come in different size sets.

Please contact Sarah Grennsall for more information. sgreensall@babymoov.com   | www.babymoov.co.uk

The Béaba Babycook Neo is a fantastic baby food processor that makes creating baby safe meals quick and easy. Available in a range of stylish colours, this handy kitchen gadget steam cooks vegetables and blends them to a perfectly smooth puree – perfect for introducing different flavours and textures to young children.

The Babycook Neo also defrosts and reheats baby food, so parents can easily prepare ready made frozen portions. The Babycook Neo, as well as other great Béaba products are available to buy wholesale from Baby Brands Direct.

0208 845 5000 | sales@babybrandsdirect.co.uk

www.babybrandsdirect.co.uk

Weaning is an essential part of a child’s development, but introducing solid foods can sometimes be a struggle, especially when parents want to make sure their child’s food is healthy and balanced.

Weaning is a hot topic with UK parents and having the right kit is more important than ever. Consumers want products that look good, are easy to use (and clean), will keep their little ones safe and secure, and that are multifunctional and will grow with their familyparticularly in the current economic climate.

Three Products in One

A lucrative opportunity for retailers looking to offer parents a one-stop-shop high chair that will last multiple ages and stages, the Ergobaby Evolve 3-in-1 High Chair has three different modes specially designed to fit the changing requirements of baby’s age and needs as they grow.

The High Chair provides a comfortable space for baby to take their first bite, usable from six months to approx. three years old (up to 15kgs).

Then as they grow, the Evolve grows with them, into a toddler Chair that keeps them safely supported as they eat, play and do the busy work of growing up (can be used up to 100kgs).

Finally, the Kitchen Helper helps families explore more food fun together and is suitable from two – seven years old (up to 45kgs).

And there’s no need for consumers to break out the toolbox for each new stage, the Evolve High Chair converts in seconds with just three steps or fewer – no tools required! It also folds quickly and compactly for storage in all three modes, perfect for consumers with space restrictions.

Safe and Comfortable

Safety, style, and comfort are all prioritised within the Evolve’s design: a curved seat back and a sturdy

Evolve Your Sales With Ergobaby!

platform for baby’s feet keep them comfy and content while the easy-to-use (and adjust) 5-point harness keeps them safe and secure and an anti-slip seat texture and feet go the extra mile to protect parents’ precious cargo.

Suited to Every Home

But that’s not all, weaning is full of moments worth sharing and consumers want products that suit their home and their style. Made with thoughtfully selected and beautifully designed materials to integrate effortlessly into any home, the Evolve is available in two stylish options - natural wood with white accents and dark wood with black accents – allowing consumers to pick the look that suits their space and style best.

Easy to Clean

Ergobaby know consumers don’t want to waste time and energy scrubbing a complicated and fiddly chair meaning the Evolve High Chair is easy to clean with a wipeable seat and removable, dishwasher-safe insert tray. For those who prefer their little one to join them at the table, the whole tray is removable too. Ergobaby are known worldwide for supporting parents in their day to day lives, and their latest collection is no different. The Evolve Home Collection is a new category of Ergobaby products, created to simplify parents and carers’ lives, and grow with baby from day one.

The Wider Evolve Home Collection

Also available in the Evolve Home Collection is the Ergobaby Evolve 3-in-1 Bouncer. From a cosy newborn lounger, to a calming infant bouncer, to a fun toddler seat, Evolve is designed with ergonomics at the forefront. For all the moments they can’t have baby in their arms, parents can rest assured their little one is safe, comfortable, and happy.

Suitable from birth (5lb 8oz/2.5kg) to toddlerhood (29 lbs/13.2kg), the Evolve comes with a removable, ergonomic newborn insert which offers unbeatable support from head to hips. Then as baby grows, the bouncer evolves by simply removing the newborn insert and adjusting between three heights tailored to each stage of development.

Available in a range of sophisticated and neutral colours, each bouncer seat is made with two soft and supportive fabrics to maximise baby’s comfort while being machine washable. It’s lightweight (3.8kg) and folds flat and there’s a fun, ocean-themed toy bar and handy carry bag available separately.

Carefully created to support little ones through each stage of growth, the Evolve 3-in-1 High Chair is here!

Living the high life

Highchairs offer numerous benefits and are available in a wide range of styles and designs to cater to individual preferences. In recent years, there have been noticeable trends in the highchair market, including a growing demand for versatile and portable options.

One of the main reasons parents invest in a highchair is to ensure the safety of their children during mealtime. Highchairs are designed with sturdy construction and safety features such as secure harnesses and adjustable trays, reducing the risk of accidents or falls. By keeping the child contained in a designated seat, these provide parents with peace of mind while they focus on feeding their little ones.

We asked Toynamics UK & Ireland Marketing Executive, Abigail Gardner, why highchairs are an essential purchase by parents? “Although it is not essential to have a highchair for feeding, it is the easiest way to ensure your little one is in the proper and safe position for eating, with plenty of support and stability in their posture. Especially when little ones are exploring new tastes and textures, mealtimes can take a long time, while they’re discovering all these new things to their senses, as well as this, having their own space while eating encourages them to be self-reliant and learn how to eat independently. Also, with a highchair it keeps the little one safe and secure in one space if you need free hands, and their mess is contained (as much as it can be) to one area, making clean up easier, bonus!”

In addition to safety, highchairs also offer convenience for parents. They elevate the child to a comfortable height, allowing for easy feeding and interaction. Many also have adjustable features, enabling parents to adapt the chair to their child’s growth and development. Adjustable height, recline positions, and removable trays are now almost standard features that enhance usability and ensure long-term usage.

Current trends in the highchair market reflect the demand for style and versatility. Traditional highchairs with wooden frames and classic designs continue to be popular among parents who prefer a timeless aesthetic. However, there is an increasing inclination towards modern and minimalist designs that offer sleek lines and contemporary materials. These styles often integrate seamlessly into modern home’s decor. While on the subject of trends, Joie’s Head of Product

Management Damon Marriot adds “Parents are certainly looking for highchairs that have an easy and compact fold, covers that are easy to clean, a tray that is dishwasher safe and ideally something that is going to move with their child through the stages.

“Historically highchairs have been the least aesthetically pleasing product in the nursery field but that is something that is changing as parents are looking for something that is more in-keeping with the rest of their home décor.” Abigail would agree, although she also feels the category is being driven by functionality adding “I think a particular trend within this category is high functionality. The functionality and durability of any product on the market now is a big talking point, with the cost of living being on

products that are less of an ‘eye-sore’, featuring muted colours and scandi-themes, products that are simple yet effective. The reason is, interior trends are constantly changing, and people don’t want products that clash with their décor as much as your typical plastic, brightly coloured toys, which is where you see the need for products in neutral colours, with wooden features becoming increasingly popular.”

Another notable trend is the rise in portable highchairs. Portable options offer convenience for families on the go, making it easier to have meals outside of the home. Portable highchairs are lightweight, foldable, and often come with carrying bags, making them ideal for travel or dining at restaurants. Some portable highchairs attach to regular

everyone’s mind, getting the most out of your money is essential, which is why products that have multiple uses or grow with baby features are becoming increasingly popular.”

With highchairs often being used in the heart of the home – the kitchen, are parents looking for a solution that will fit in with their home décor? “As the selection of products gets wider, parents are tending to look for something that is more in-keeping with their home, but it is very much down to personal preference.”

Comments Damon “If it is something that is going to be folded and stored away, then this is less important – but if it is a piece that is going to be out at all times then parents are more likely to be looking for something that matches the rest of their décor. Style is also less important if it is for occasional use in the grandparents’ home.” Of course, we are also seeing the rise of Scandi-style trends in furniture and the highchair is no different with Abigail adding “In recent years there has been a shift in aesthetic requirements from the consumer, there is a lot more demand for

chairs, transforming them into a child-friendly seating arrangement. This versatility has made portable highchairs a sought-after choice among parents.

Retailers who stock highchairs can benefit from their popularity and broad consumer appeal, with Damon adding “Offering a full compilation of products, including highchairs, can make you a one stop shop for the new parent who is also looking for other items for their new arrival.” Highchairs are essential items for parents with infants and toddlers, ensuring a consistent demand for these products. By offering a diverse selection of styles, retailers can cater to different customer preferences and target various market segments.”

Furthermore, highchairs often serve as gateway products for retailers. Parents who purchase highchairs may also be interested in other baby products, such as feeding accessories, baby utensils, or bibs. As a retailer you can leverage this opportunity to cross-sell complementary items, thereby increasing their sales and customer satisfaction.

Parents buy highchairs for several reasons, primarily to provide a safe and convenient seating option for their infants and toddlers during mealtime.

As the selection of products gets wider, parents are tending to look for something that is more inkeeping with their home, but it is very much down to personal preference.

Damon Marriot

For the heart of every home

The kitchen is the heart of the home and the Ergobaby Evolve 3-in-1 High Chair is designed to be the heart of every kitchen.

Carefully created to support little ones through each stage of growth it has three different modes: the High Chair is usable from six months to approx. three years (up to 15kgs), the toddler chair supports them as they grow (up to 100kgs) and the kitchen helper is suitable from two – seven years old (up to 45kgs).

Easy to fold, clean and use, the Evolve High Chair is a timeless piece of furniture that helps families share the magic of everyday moments together. Contact your account manager or service@ergobaby.co.uk for more information.

www.ergobaby.co.uk

Adjustable positions

Mimzy recline has 7 different height positions that easily convert the highchair into a table chair, as well as offering 3 footrest positions to adapt to baby’s growing needs. The plush and padded washable body support is simple to remove for easy cleaning.

Messy mishaps are contained with the extra snack time tray that has handy sections for their favourite treats – and as an added bonus it’s dishwasher safe. The large tray detaches with an easy, one-handed release and stores on the back of the highchair so tidy up time is done and dusted in a flash.

uksales@joiebaby.com

www.joiebaby.com

Mimzy recline comes with 5 adjustable recline positions that can cradle your little one from birth to 15kg.

Snack n Stow new colourway

uksales@allisonbaby.co.uk

www.gracobaby.eu/uk

Introducing the new colourway Parade to Graco’s best-selling Snack N’ Stow highchair.

This lightweight and versatile product has been given a loving upgrade with a design that will appeal to little ones and fit with many kitchen

Showcasing a neutral pallet, soft blues and on-trend mustard tones the pattern features a contemporary designed family of elephants on ‘parade’. In a choice of four other contemporary designs and with an RRP £40 it’s clear to see why Snack N’ Stow is an enduring product in the Graco range.

Fully versatile

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.

uksales@joiebaby.com | www.joiebaby.com

One hand fold

The snacker 2in1 from Joie is a versatile chair that easily meets the tall order of growing kiddos through every mealtime milestone.

Easily converting from highchair to table chair, the snacker 2in1 allows you to customise their seating for a prime position every time. The snacker 2in1 has an adjustable tray with 3-positions – perfect for accommodating children of all shapes and sizes. When you’re ready to move on to the next stage the tray can easily be removed to allow your kiddo to experience their first tastes of family meal time around the table.

The snacker 2in1 folds easily with one hand into a slim, freestanding fold that will slip into even the smallest of spaces – making tidy up time quick and simple, so you can get on with the fun.

uksales@joiebaby.com | www.joiebaby.com

Grows with baby

Introducing Nesta, the stylish and functional wooden highchair from Maxi-Cosi. It grows with baby and boasts a unique reclining backrest, adjustable footrest, and cocooning design to ensure comfort from birth into adulthood.

Maxi-Cosi’s Nesta has two recline positions including a lie-flat mode for newborns to be used with the brand’s Newborn Kit, to convert it into a comfortable infant chair. It can also be positioned upright and paired with Maxi-Cosi’s Baby & Toddler Kit to create a supportive highchair for babies and can also be utilised for children to sit-up at the table. Both the Newborn and Baby & Toddler Kits are designed with Maxi-Cosi EcoCare and feature premium recycled fabrics to cocoon your baby. Nesta is built from beechwood with minimal plastics, giving it a modern, yet classic design which offers a longevity of use. www.maxi-cosi.co.uk

Ultra lightweight

The My Babiie MBHC1 Highchair is the perfect solution for parents who want to give their little ones the best seat in the house but also want a seat that they can tuck away when not in use.

This highchair is ultra-lightweight and suitable for any occasion. A padded seat with a five-point harness that not only looks great but is super comfy and can be wiped down easily after use. The tray features a handy cup-holder and a footrest with an easy wipe-clean surface. But the star feature of this product has to be the fold.

Extremely compact, this highchair will tuck away neatly and it’ll almost be like it doesn’t exist!

hello@mybabiie.com | www.mybabiie.com

Best seat in the house

With the My Babiie Premium Highchair parents can give their little ones the best seat in the house and at the dinner table!

Their range of premium highchairs are packed with features, with a lovely deep recline making it easy for those siestas and a height-adjustable seat to make the chair work for you. It has a neat, compact fold which is self-standing making it easy to tuck away and the tray insert is removable and dishwasher safe, making clean-up that much easier! But the highchair isn’t just practical, but also stylish and fun!

Parents have a choice of bright, bold and fun colours and designs and the best part is that the seat covers can be purchased as accessories for when they want to switch up the look. So despite the neat fold that allows this highchair to be tucked away, parents will probably prefer to leave it out on display!

hello@mybabiie.com | www.mybabiie.com

Nursery Today shines the light on motivators and activity centres.

An oasis of play!

Introduce baby to all things green with the Skip Hop Garden Oasis Activity Gym.

This comfy garden-themed activity gym features a soft quilted mat with multiple textures for sensory fun, also included, a supportive cactus for tummy time play. Packed with 17-plus developmental activities, five adorable nature-inspired toys engage baby’s senses with music, sounds, and more to explore. Suitable from newborn with 3 ways to play; overhead, tummy time, and seated, this activity gym will develop little ones’ sense of sight and sound.

0116 478 5230

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

Independent play

The Red Kite Baby Go Round

Entertainer is a modern static entertainer with class!

Soft designs but with lots of play time fun and stimulation for babies starting to learn independence. A very well padded 360 degree seat gives excellent back support and enables baby to turn around to play with the lovely light up electronic play toys.

Height adjustable for growing babies and includes a unique bouncy pad with baby will love to bounce up and down which will help to strengthen baby’s legs and feet.

MadeForMums 2023 recognised this amazing new Entertainer for being both great value and full of entertaining stimulating play time fun for baby and awarded this a Silver Award in what was a very popular category.

01454 326 555 sales@redkitebaby.com

Inflatable play seat

Building on their popular Tree Top design, Red Kite recently added a new Sit Me Up inflatable play seat and a cute new Tree Top Spiraloo Toy. Both great as gifts and are supplied in excellent packaging with an amazing value price point. Lovely soft designs and characters with added fun activities to keep baby happy and amused whilst teaching them learning co ordination skills.

01454 326 555 sales@redkitebaby.com

Go wild with Red Kite

Wow the response to the new Wild Safari Playgym has been fantastic.

With a strong new theme the Wild Safari Playgym has new fun friends and is jam packed with toys and activities for baby to play with whilst on the padded playmat or independently. Also features a fun reflective mirror that baby will love and a tummy time prop pillow for when baby is starting to get strong and wants to look around at the world!

01454 326 555 | sales@redkitebaby.com

Grows with child

Joie have created a car seat parents can count on to stay steady through every outing from birth all the way to 12.

The i-Spin XL grows along with your child, making it the only car seat they will ever need – and with the highest safety certifications, all of Joie’s premium convenience features and timeless Signature styling, i-Spin XL is the smart and economic choice that will provide you with peace of mind for years to come.

The 360o spin makes it easy to buckle your child in, whether you have a delicate newborn or a wriggly toddler. The 5-position recline is usable in both rearward and forward-facing positions, so you can make sure your little, or big, traveller is set up for a comfy and cosy ride. You can also adjust their seat on the go to make sure you maximise every nap time.

uksales@joiebaby.com

www.joiebaby.com

Monitoring on the move

Babymoov are excited to launch the next generation YOO Go Plus video monitor this month as part of the award-winning YOO Video Monitor range which comes with Lifetime Warranty.  YOO Go plus camera and parent screen are completely wireless to use. With 4 attachment accessories included, you are free to attach, hang up or stand the Yoo  Go+ camera wherever you like: on a chest of drawers using its small stand, on a window using the suction pad, on the edge of a travel cot, play pen or pushchair using the clip, or simply fastened to the wall using the wall-mount bracket.

For parents concerned about baby’s exposure to camera emissions, YOO Go Plus – offers a ‘sleep’ mode which means the parent screen will only come on when sound is detected from baby’s room and will only emit waves when noise is detected. The rest of the time baby can sleep with zero camera emissions.  YOO Go plus offers a high quality, large 5” screen with 300m range, a fresh new pastel green complementary colour way, visual and audible alarms, lullabies, walkie-talkie function, temperature sensor and more.

Please contact Sarah Green for more information.

sgreensall@babymoov.com www.babymoov.com

Out of this World!

Playtime never looked so stellar! Space Teether Toys are a range of six ethically sourced 100% natural rubber toys by Thumble Baby Care.

With highly detailed designs and realistic features, they are great sensory and educational teethers and toys, which can be used to excite imaginations throughout childhood.

Each teether toy is handmade and hand painted using permanent natural pigments and are perfect for little humans to chew on from birth.

With no holes, no nasty bacteria can develop inside making it perfect for bath time play too. Each toy and packaging is 100% plastic free, toxic free and biodegradable. customerservice@thethumble.com www.thethumble.com

Robert Anslow Managing Director

Key

topics for the nursery industry

Attend this free networking event and gain essential information for your business

The Baby Products Association invites both members and non-members to its annual general meeting and networking event in central London on Tuesday 20th June 2023 where key speakers will share information on topics pertinent to the nursery industry. This is a not-to-be-missed event for both suppliers, retailers and other key industry players.

Betty Fieve from leading market research company GfK will present ‘The 4Ps for Nursery’ – an insight into post pandemic trends from actual point of sale data and considerations for the industry in 2023.

Hannah Hughes and Asha Bhalsod of Etopia Consultancy will explain the Amazon platform including what’s the appropriate route to market – vendor vs seller and also the new era of working with Amazon – profitability.

Do you have an innovative product idea?

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

www.b-p-a.org

The Baby Products Association is calling for entries to its 2023 Concept & Innovation Awards

Are you a company planning to launch an exciting new product later this year? Or a parent who has come up with a solution to a problem you experienced with your own baby? Or maybe you are an innovator who has seen parents struggling and thought of a great product idea to help. Over the years, winners of the Baby Products Association Concept & Innovation Awards have included all of these – and numerous great products are now on the market as a result.

To name a few previous entries – last year’s winner Jennifer Lake with BugGrip, a device to connect articles such as strollers, shopping trolleys and scooters: Sandsliders – a simple mechanism to make pushing a stroller on sand easy: Squirrel – an instant formula feeding dispenser to fit everyday wide neck feeding bottles: Rockit a portable device to rock baby to sleep in a stroller or pram: and Kiddirail – a child-sized handrail for stairs.

Products such as these are all making a difference in the world of parenting – and if you have a similar great idea, the Association would love to hear from you. Entry is completely free. Simply download the entry form from the association website at www.bp-a.org , complete and return to Julie Milne at julie@b-p-a.org no later than 18th August 2023.

Shortlisted entrants will be invited to present their ideas to a panel of expert judges; whilst three finalists will be invited to attend Harrogate International Nursery Fair in October where the winner will be chosen and announced.

Finally, for anyone who manufactures or supplies child car seats, an update on R44 is a must-attend presentation. Luke Burns of CYBEX will explain what is changing with regards to the regulation in the EU and how this will affect your business.

The day will conclude with drinks and nibbles and the chance to catch up with industry colleagues. This is a great opportunity to find out more about the Baby Products Association and its important work – plus fact find and network.

Members of the association are invited to participate in the AGM element from 2.30pm, whilst non-members can join the presentations and networking from 3.15pm onwards.

For catering purposes, please let us know if you intend to join this event:

www.surveymonkey.co.uk/r/DYYPC9F

Setting standards

In May, the experts that make up the European standardisation committee ‘CEN/TC 252 Child care articles’ attended its annual plenary meeting, hosted in Brussels. This committee is tasked with creating the safety standards and technical specifications for any product designed, or obviously intended, to safely ensure and facilitate seating, bathing, changing and general body care, feeding, sleeping, transportation and protection for young children. It deals with the standardisation of all products related to child use and care for which no other Technical Committee exists, with the main focus on products intended for children up to 4 years old. The plenary meeting provides the opportunity for members to reach agreement with the European Commission and CEN/CENELEC on future progress, develop the roadmap for its projects and discuss any issues.

The Baby Products Association’s plenary report is available to members. Please contact Julie Milne on 0845 456 9570 or email julie@b-p-a.org if you would like a copy.

How should employers correctly handle parental bereavement leave?

The death of a child is a sad and devastating loss for any family. The employer should handle the situation with care and compassion. Employees’ mental health is important, and employers should provide support if needed.

The law that applies to this difficult area is the Parental Bereavement (Leave and Pay) Act 2018. It covers parents and primary carers who have suffered the death of a child below the age of 18 years. Employees will be entitled to statutory parental bereavement leave and statutory parental bereavement pay.

Parental Bereavement Leave entitles the employee to two weeks’ leave. The right applies to parents and primary carers from the first day of employment. The leave can be taken in a block of two weeks leave or as two separate one-week leave periods. The leave does not have to be taken immediately. It can be taken within 56 weeks of the date the child passed away. The employee must give the employer notice before taking parental bereavement leave.

The legislation defines primary carers to include foster parents, adopters, and guardians. It will also cover others, such as a close relative or family friend who has assumed responsibility for a child in the absence of the parent or parents. The legislation will be applicable to employees who suffer a stillbirth after 24 weeks of pregnancy and continue the 52 weeks of maternity leave and pay.

Members of the Baby Products Association can receive free help and advice on subjects such as this from the Quest Business Support line. Login to the member’s section of the Association’s website at www.b-p-a.org for more information.