Nursery Today March 2024

Production

Managing

Chairman

editor’s letter

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Welcome to the March issue where we take a look at a number of product categories, including Wheeled Goods, Sleep Time products, Bottles & Sterilisers and Traditional & Wooden Toys.

Wheeled goods for so many Nursery Retailers is a great staple product and has continued to show growth coupled with innovation. Trends within wheeled goods constantly reflect the everchanging consumer preferences when we look at style, colourways and design. Perhaps one significant trend is the rise of eco-friendly and sustainable options that are now also available by way of fabrics used. This is also a product sector where social media rocks. As Dorel’s Senior Field Marketeer Nicola Coletti told Nursery Today “Social media plays a multifaceted role in the wheeled goods category, influencing purchasing decisions, shaping brand perception, and facilitating community engagement among parents and caregivers.” You can check out our feature starting on page 16 where you will find a host of products, which are all available to order now.

Turning to Sleep Time, this is such an emotive product category and one which can create a great level of anxiety for parents. As an industry we are so fortunate that brands continually respond to develop products that not only provide safe sleep solutions, but are also on trend. This is also perhaps a sector where products that have gained a level of accreditation by a recognised organisation or

Searching for wheeled goods? Look no further, simply turn to page 16!

accolades via consumer awards can excel. With this in mind, you will find an article from The Lullaby Trust within the pages of this issue. The Lullaby Trust is the UK’s leading safer sleep charity that saves babies’ lives and supports bereaved families affected by sudden infant death syndrome (SIDS). SIDS is the sudden and unexplained death of a baby or toddler where no cause is found after detailed post-mortem examination. To find out more, read how you can become the next Lullaby Trust brand partner and why 97% of new parents would choose a product with The Lullaby Trust logo on it over another simply turn to page 48.

Keeping on the subject of sleep, after introducing the Air Lite Bedside Crib at Harrogate and K&J, Shnuggle are excited to share a closer look at all it has to offer ahead of launch next month. You can check it out from page 38.

You will also have spotted our Cover Star this month – BabyStyle! From humble beginnings back in 1999, BabyStyle has been a steadfast advocate of the high street from day one and is now celebrating their 25th anniversary. Turn to our Cover Story (page 10) to find out more.

Also, if you are looking at creative ways to boost your presence and getting your news out into the world, as a trade sector Nursery has the perfect PRs at your disposal. They know and understand our industry and take the pressure off and can do all your promotion for you. Why not turn to page 54 where you will find the start to this month’s Meet the PRs feature.

On a final note, The Baby Products Association have now announced the date for their next AGM is

scheduled to take place in central London on Wednesday 19th June 2024. As always, a great line up of speakers is planned, together with the opportunity to network with colleagues in the industry. More information will follow in the coming months – but save the date!

Next level possibilities

Launching at Harrogate International Nursery Fair

Build a brand for the consumer of tomorrow

Green Sheep Group’s Head of Marketing Jamie

Jillard discusses the importance of brand evolution to adapt with changing consumer habits.

The way we parent has evolved dramatically over the last decade and will no doubt continue to do so. As brands supporting this audience, we constantly need to cater for families of today, as well as look ahead for the generation to come.

There is clearly an increasing focus from parents not only on products that are safe and comfortably functional but that nurture their personal day-to-day life in terms of style. Quality & material integrity are no longer a differentiating factor, especially when it comes to Gen Z who are set to become the next generation of parents –they are increasingly focused on quality over quantity and want to buy once and buy better.

We are also seeing a rising trend in parents of today looking for brands that resonate with their values and that can help them retain their identity as they transition into parenthood. This can certainly be felt through the rise of collection-led approaches from brands, as well as collaborations from wider fashion and lifestyle brands that are injecting wider trends into what was once a space solely focused on safety and function.

Our products are created to keep babies safe, secure, and comfortable, but beyond doing this we have a core commitment to both quality and design running through both of our brands, to ensure we remain truly relevant.

Modern parents are often BUSY – they work hard and are social, but they absolutely want to be the best parents they can be. This is often associated with buying excellence and finding products that are additive to their modern parenting lifestyle. As brands, we will only succeed if we keep this front of mind when creating our products and developing our messaging.  www.greensheepgroup.com

Heina Mistry, New Area Manager for Noordi and Jane

Heina Mistry has been appointed as the new Area Manager for the award-winning nursery brands Noordi and JANE.

Working as part of the Johnston Prams team, Heina will cover Northern England, the Midlands, and Wales.

Heina has over 20 years’ experience working in the nursery trade. She started as a product trainer for Graco and worked her way up through the company to become an Independent Account Manager managing key accounts across the UK.

Henia’s key focus initially will be to develop the multi-award winning Scandi brand Noordi. This brand has just won a Loved by Parents Platinum Award for its popular Noordi Fjordi model which is growing from strength to strength across the UK and Ireland.

Heina, who also works within the Toys and Gifts industry, will also be promoting the full range of Johnston Prams products portfolio including Jané, BeCool, Nurse, Concord, along with an excellent range of quality maternal products.

Heina can be contacted by Email:  heina@hmsales.co.uk

Hurry for Harrogate!

Bookings now open to all

Exhibition space for the UK’s only nursery trade show – Harrogate International Nursery Fair, which takes place at the Harrogate Convention Centre from 13th to 15th October 2024 – is now open for general sale.

The organiser is confirming that over 85% of space in the first four halls has already been re-booked by previous exhibitors and any companies wishing to participate in this year’s show are advised to book as soon as possible.

Adrian Sneyd, show organiser, explains: “We believe in looking after our previous years exhibitors by giving them the priority opportunity to secure their space again, (or request a new position) and before we open up for general sale. This year, take up has surpassed even that of last year with the majority already confirming their return for the 2024 show: reaffirming again the popularity and support from the industry of a UK Autumn event.

“We anticipate that the remaining available space in the first four halls will be snapped up very quickly now before we then open the next hall for further expansion. I know it may seem a long way ahead, but if people are hoping to exhibit in the Autumn, I would recommend not leaving their booking too long to in order to get their preferred location.”

BTL Diffusion is one of the exhibitors who has confirmed its return for 2024, with Graeme Hargreaves of the company commenting: “We had a fantastic show with plenty of good meetings with both major and independent retailers.”

Richard Bamforth of Uppa Baby, is always one of the first to rebook again for this year, adding: “The show had great support from UK retailers, and we had a very positive response to our New Home collection in particular. Of course, we will be back in 2024!”

Full details about the event including prices and booking forms are available on the website at www.nurseryfair.com. Alternatively, contact Adrian on 01902 880906 or email: adrian@nurseryfair.com

Carifit announce new Account appointmentManager

Cari t, one of the market-leading carrier and digital parenting support system has announced the appointment of Leah Martin as Account Manager with immediate e ect.

The appointment comes at a pivotal moment for the brand who is launching its second colourway (Cool Green) of the Cari t+ in February 2024.

Leah will handle all aspects of the retail partner account management in the UK for both the larger and smaller independent nursery retailer networks. Having worked on the Close Parent brand, Leah brings experience and knowledge of the nursery industry and a passion for babywearing.

Speaking of her appointment, Leah says “I have been a keen observer of Cari t for some years and the launch of the Cari t+ carrier de nitely sparked my interest further, so I am excited to be joining the company at such an important time.”

Vern Hill, Cari t founder comments “We are delighted to welcome Leah to the Cari t team. Her experience and skills have been very much on our radar having collaborated with the Caboo brand in previous years. As Cari t continues to grow, Leah joins us at a very exciting time as we increase our retail presence and our product o ering with the new Cool Green carrier.”

For retail and wholesale enquiries, please contact Leah Martin  Leah@getcari t.com

Safety comes full circle with Nuna

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

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

The PRUU is available in Caviar. www.nunababy.eu/uk

DISCOVER UPLINE

4th June 2024 – The 25th year for the Nursery Today golf day

MAKE A NOTE IN YOUR DIARY. Nursery Today’s 25th golf event will be held at Puckrup Hall on Tuesday the 4th June.

Last year’s event saw Cat Dodd of Doddl & Co. win the individual Stableford with a haul of 48 points and the BabyStyle trophy going to Nick Tucker’s Red Kite’s fourball.

As anyone who has taken part in the Nursery Today Golf Day will tell you it’s a fun day with generous handicaps and a barbeque to finish the day, enabling those wishing to get off a home, at a reasonably early leaving time.

Puckrup Hall is a Hilton Hotel course with rooms available at a reasonable cost. Cost for the day including the barbeque is £110. Contact Malcolm Naish on 01296 632338 or email malcolm@lemapublishing.co.uk

MORI Unveils Exclusive Collection

In celebration of the 25th anniversary of Julia Donaldson and Axel Scheffler’s beloved children’s picture book The Gruffalo, MORI – the award-winning sustainable baby and child lifestyle brand – is delighted to announce the return of its Gruffalo Collection for Spring/Summer 2024 with a brand new enchanting print. The collection is created in partnership with brand owners, Magic Light Pictures.

Akin Onal, MORI founder, says: “At MORI, we understand the importance of story time as a very special bonding moment between parents and children. Bedtime stories are more than just tales – they are an opportunity to create cherished memories and foster a sense of wonder in young minds. The Gruffalo Collection is a testament to MORI’s commitment to making these moments magical for families around the world, whilst honouring the massive contribution Julia Donaldson’s Gruffalo stories have had on generations of children.”

The new Gruffalo by MORI collection is available online at www.babymori.com

Didofy Stargazer Pushchair named a Which? Best Buy

Stargazer achieves Which? Best Best in Travel System Bundles and Stand-Alone Pushchair categories.

Didofy, the innovative pushchair brand renowned for their commitment to safety, comfort and convenience, is thrilled to announce that its Stargazer Pushchair has been awarded the prestigious Which? Best Buy status in the pushchair categories. Which of course includes the popular 11 piece bundle and the 2in1 package along with the Stargazer on its own.

Which?, the consumer advocacy group known for its rigorous testing and unbiased reviews, recently conducted a comprehensive assessment of the Didofy Stargazer Pushchair and the results speak volumes. Described as a “good all-rounder,” the Stargazer impressed the experts with its versatility and performance across various functionalities.

Which? reviewers were asked “Should I buy it?” and the answer was a unanimous yes. They said “This stroller does all of the essentials well – comfortable ride, roomy basket, and slick one-handed fold – but also looks good and offers space to grow. That’s why it’s scored a Best Buy from us,”.

They go on to share the Stargazer’s pros and how it adapted to their family and how it can do the same for all families too!

www.didofy.com

Orchard Toys Partners with Chantry Place for Easter

Orchard Toys is working with Chantry Place shopping centre in Norwich to launch a new Peter Rabbit World Trail event over the Easter holidays.

It will take place at the centre from March 23 to April 14 and is aimed at heightening awareness of  Orchard’s game and puzzle collection under The World Of Peter Rabbit banner.

To get involved, families can pick up a trail booklet from Langleys Toy Centre or The Works in the centre and hop off to collect letters around the centre before posting their entries into Langleys.

The first 3,000 entries will receive a free Peter Rabbit Word Trail badge, with Orchard Toys games and an H&M voucher up for grabs as prizes. There’s also a giant Peter Rabbit floor maze for families to play too.

Chloe Chambers, senior marketing executive at Orchard Toys said: “This is a fantastic free event for local and visiting families, and a really fun, interactive way to celebrate our brand-new Peter Rabbit collection with children and their parents.  We’re excited to see the trail come to life at Chantry Place”.  General manager at Chantry Place Paul McCarthy added: “We have been wanting to collaborate with local games and jigsaw brand Orchard Toys for some time and being able to partner with them on A Peter Rabbit Word Trail is a real privilege for us. We know our visitors will love this free event, finding the charming characters on the word poster trail that the incredible designers at Orchard Toys have put together for us.”

nursery today

years of BabyStyle

From humble beginnings back in 1999, BabyStyle has been a steadfast advocate of the high street from day one.

In the dynamic world of parenting, BabyStyle emerged as a prominent player in the UK with only a handful of employees but a passion for the nursery industry. With a commitment to quality, innovation, and bags of tenacity, the team, led by owner and Managing Director Andy Crane, has grown the company into what it is today – a trusted and beloved name that continues to thrive with unwavering support for high street retailers.

With increasing trips to China, a desire to control their own destiny and a boat load of new ideas – the Oyster was born in 2009. The mainstay of BabyStyle to this day, the Oyster was designed from scratch with more modern parents in mind.

From the outset, BabyStyle embraced a vision that celebrated the high street –positioning itself as a steadfast advocate for local retailers. To this day BabyStyle do not compete with their retailers and refrain from selling directly to customers. Instead, they employ a unique approach maintaining great margins for stores, and in more modern times - utilising social media and their website to drive customers into physical shops. Their marketing strategies have changed with the times, but amazingly around 40 retailers have sold their strollers and furniture since the

beginning, forming unbreakable partnerships over the years – retailers including Winstanley’s Pramworld, Glasgow Pram Centre, W.H. Watts & Sons to name a few.

Re ecting on the early days, BabyStyle’s initial retailers will recall products such as the Implast Convertible 3-in-1 system. Manufactured in Poland with designs considered outrageous by today’s standards—such as the Outback Orange (front cover) and Ocean Swirl—the Implast played a crucial role in paving the way for Andy and the team to diversify their range with furniture and other pushchair brands. In 2002 they acquired XTS, a brand that were among the rst to launch 3-wheeler strollers in the UK. With models named the Boogie, Boogie Twin and the Twister, XTS sparked a deeper interest in manufacturing and designing strollers.

With increasing trips to China, a desire to control their own destiny and a boat load of new ideas – the Oyster was born in 2009. The mainstay of BabyStyle to this day, the Oyster was designed from scratch with more modern parents in mind. With the introduction of colour packs, parents had a huge array of colourways to choose from to suit their style. This concept still runs through BabyStyle, where they still o er consumers a large colour choice in their stroller ranges, at times with it being the most challenging part of shopping for parents-to-be.

Similar to its commitment to retailers, BabyStyle is dedicated to its suppliers. Fourteen years later, BabyStyle continues to innovate and manufacture with the same factory that initially produced the Oyster. Currently working on the new Oyster Gravity+, which was rst previewed at the Harrogate Nursery Fair in 2023, exciting times still lie ahead for the Oyster brand, with more developments yet to come.

BabyStyle continued to diversify its range, and in 2015 along came the egg Stroller. With a gap in the market for luxury strollers and a conscious e ort to o er parents something at all price points, the egg became popular overnight and has gone from strength to strength. Now in its third generation – the egg3 (available this Spring) – the aspirational brand that seamlessly blends functionality with fashion is sought after by retailers and parents-to-be including celebrities. Distributed through a carefully selected retailer network to protect its value, the previous model became the company’s fastest-selling stroller in its history – a remarkable achievement despite launching during a lockdown when shops were closed.

BabyStyle continued to diversify its range, and in 2015 along came the egg Stroller. With a gap in the market for luxury strollers and a conscious e ort to o er parents something at all price points, the egg became popular overnight and has gone from strength to strength.

Sadly, over that period, several shops were lost as consumers inevitably turned to online purchasing. In true BabyStyle fashion, the team invested in its retailers to enhance the in-store experience and increase footfall. Over the last few years, BabyStyle has spent over half a million pounds on bespoke stands, working closely with retailers to design unique spaces. These spaces not only wow expectant parents when they walk through the door but also provide amazing backdrops for photos and videos on social media.

Not only are the stores in the UK supported by the team back at BabyStyle HQ in Leicestershire, but international distributors are also thriving. BabyStyle products are available in over 40 countries, with places like South Korea truly elevating the popularity of egg and Oyster. You will nd the egg2 (soon to be egg3), eggZ, and the Oyster3 strollers scattered across South Korea in abundance, recently making an appearance in the country’s most premium department store alongside only two other brands. The South Korean team, led by Jimmy Baek, now collaborates even more closely with head o ce to create bespoke colourways exclusively for the Korean market, further contributing to their success.

It is evident that BabyStyle has not only kept pace with the evolving needs of parents but has also played a pivotal role in shaping the landscape of baby products in the UK. From its humble beginnings 25 years ago, the success of BabyStyle can be attributed to its reciprocal relationships with its customers. BabyStyle consistently provide sought-after products desired by parents-to-be, o ering excellent margins and marketing support. In return, retailers allocate valuable shop oor space and promote BabyStyle’s trendsetting collections—a range that is continuously developed and showcased annually at the Harrogate Nursery Fair.

Plans are already underway for this year’s show in October, with the iconic BabyStyle gin bar transforming into a luxurious champagne bar to celebrate 25 years. Special gifts will be distributed to retailers who have been friends and partners from the very beginning.

Long may BabyStyle continue its success without changing its philosophy.

Geared up!

Having been trading for in excess of 40 years Nursery Today had the pleasure to catch up with Babygear’s owner Derwent Walsh to nd out more about this established independent nursery retailer located in Dorset.

Can you tell our readers a little about Babygear, what was the inspiration behind opening your doors?

Our start-up was actually The Baby Studio in Oxfordshire. After about four years we realised we needed a much bigger store and a lot more brands, so we began looking for an acquisition. In June 2016 we acquired Babygear in Dorset. Babygear was a well-established store serving a wide area of the South West and is now in its 42nd year.

You are based in Bridport, Dorset. Was there a speci c rationale behind this location?

At the time there was also a store for sale in the North, but the long history of Babygear and the attraction of moving home to Dorset by the sea led us South.

Since opening what has been your largest challenge and also what has been your biggest success to date?

Apart from a burglary, where we had to ght the insurers for over six months to get compensated and having to close for COVID, our main challenges are from the internet, baby shows and Black Friday.

For online it is not so much the online giants themselves, but actually the consumer’s perception of price. Many people incorrectly think that the lowest price is only going to be available online, so many don’t even bother going to a store. Almost all of the time we o er lower prices than online and just like all the other great independents, we provide a great in-store experience for our customers, but some customers just don’t shop in stores, so miss out on expert advice, better prices and service.

Baby shows cause a lull in sales because people

are put o buying in store until they have been to the show. Mostly we compete, but there is still a small percentage that buy at the show, so another slice of our traditional sales gone.

Black Friday tends to kill the market for us during the weeks before. Then when the customers realise that there are no o ers on the popular items they come back to the store.

I guess our biggest success has been transforming the store and its operating systems. In its previous form I don’t think it would have survived in this world of lower margins, intense marketing and social media demands and customers armed with live price data on their phone.

As an established independent retailer, how important are brand names to the business?

The brands we represent are critical to our business. We stock a wide selection of the most trusted brands. We don’t try to stock every brand; we prefer to research a selection of best solutions to our customer needs and try not to have so many it overwhelms them.

You stock a multitude of leading nursery brands across a variety of categories – do you o er the same products in-store as you do online?

We mainly focus on the store and have a smaller selection of products online. There are a few items online that we don’t have in store, but these are mainly items that will ship direct from the Brand. You o er a price match service, how does this work for the business? Do you nd it di cult for the business when customers come in-store armed with information found online on

products that might have been heavily discounted elsewhere?

With internet prices being national it has certainly made trading more di cult, especially if you have a product that has been selling well in your area with no need to discount, where in another region they struggle to move it. They then discount it leading to everywhere needing to discount it. Thankfully we don’t get asked to price-match very often, probably because we are almost always at a good price. We know from feedback that we o er a good in-store experience, so maybe the few customers that don’t come back to us, wouldn’t have felt good about asking for a lower price.

Usually when we do get asked to price match, it is on budget travel systems that the bigger brands clear out through the giant online retailers, so very often it is not worth matching. Over the years we have been forced to drop or remove from display many of the budget systems, where the value and price is not respected online. Otherwise, you end up spending an hour or two doing demos with no hope of ever getting the sale. Of course, this means that eventually there is nowhere for customers to see these products and then their sales fall o a cli . How do you keep up with current consumer trends and new products that enter the nursery arena?

Mostly from Nursery Today! We always look forward to the next edition. We mainly deal with big brands and they are pretty good at keeping us updated and trained on new arrivals.

One area where it is harder to keep ahead of trends is for the non-wheeled goods, such as carriers, muzzies, feeding and what I refer to as “soft stu ”. It

might sound a bit harsh and disheartening for new start-ups, but there are just too many new entrants into an already saturated sector. In the end customers either want the established brand name or the same type of product at lower cost!

Unfortunately, many of the new brands come out with premium priced goods, so we find it almost impossible to get the customer interested and additionally, overhead costs these days mean we can’t spend 40 minutes explaining the benefits of a new product for a £10 margin.

My suggestion to new soft goods or accessory brands is to work back from what the customer will realistically pay, considering what the retailer will need to make to cover their overheads and finally your own cost of manufacture and operating costs. If there is not enough margin for you after the rest of the chain has been calculated, then in the long run it may not be viable.

My other advice would be that you as the manufacturer or distributor need to be the main driver of raising customer awareness. Stores can help, but customer awareness needs to be very big, so small stores don’t have much impact, and like I said earlier, stores can no longer afford time demonstrating and convincing customers on lower ticket items if the same time invested on a car seat or pram, produces four or five times the margin.

As we move through 2024, do you envisage any upcoming consumer trends when we look at nursery products?

We already see stronger interest in rotating car seats. I think this will grow; however, many customers seem to not expect them to be more expensive than basic models, which can lead to disappointment if they are

Customer service is our main focus and the one area where the big online competitors cannot compete. When you are a smaller business the main differentiator you have is ‘you’ and the experience you provide to your customers.

outside their budget.

We are seeing more demand for travel systems at around £400 - £500, but again, the price perception of some customers is that they are investing in a top-notch premium product, when in reality just a premium car seat and base costs that much.

I think 2024 will be another year of customers looking for low-cost goods. The problem with that is, the same number of sales produces lower margin, while at the same time operating costs have risen.

Although slightly lower in 2023, we have retained reasonable sales across our premium lines and we

are gradually seeing an upturn in that area, perhaps driven by slightly lower mortgage rates and energy costs. We hope and expect that to continue.

How important is your website and social media platforms, do these have a positive impact on the business?

The website is important because that is the place many people look rst. However, we are lucky that most of our in-store customers come from previous customer recommendation. It is not easy for smaller retailers to compete with the big sites online, so we focus more on the in-store experience.

Social media is more of a requirement than a bene t. We do lots of it, but it is simply a number of extra channels that have to be managed and that costs in time. It’s a bit like Rightmove in the Estate Agents world. Once Estate Agents just advertised in newspapers, their window and perhaps their own website, now they have to be on Rightmove as well. Generally individual agents do not get any more sales, just the extra work and Rightmove fees, so overall less margin per sale. It is the same for baby

stores, but I am not sure how many of my fellow retailers calculate the hit on margin that it adds. Of course, there are some where social media has been a boost, but I think for most it settles back and now you have to do it just to stay where you were. What I mean is if it didn’t exist you wouldn’t have less customers, but you would have a lot more time.

As we operate in an extremely emotive industry, how important is customer service to you. Is this at the heart of the business?

Customer service is our main focus and the one area where the big online competitors cannot compete. When you are a smaller business the main di erentiator you have is ‘you’ and the experience you provide to your customers, particularly if something goes wrong. We are lucky that we come from service industry backgrounds, so have decades of experience in that area.

Do you feel you receive adequate support from the brands that you stock, or is there anything more they could o er you?

We have been with most of our brands a long time and generally they support us pretty well, although generally speaking most pram and car seat brands could do a bit better, particularly if a pram has to go back to them. They should have a system where the product (Pram / Car seat) is turned around on the day they receive it back and then shipped back out that same day if possible.

If we have poor reliability, bad response, or constant discounting from a brand, we have to drop them, even if we love them! Ideally brands need to o er no-quibble warranty support, even better would be to directly handle the customer for warranty work, particularly if they also sell direct to the public. Repairs need to be faster than they are probably achieving now and ultimately, they need to not dump discount stock on the market through one or two big sites, which hurts their smaller retailers. Those three things are critical, oh and maybe bring us chocolate when they visit!

Have you experienced a growth in demand within a particular product category?

Rotating car seats are the most mentioned item

when customers come in looking for a travel system bundle. However maybe the question should be, have we seen a decline in the market?

Much of the accessory market for highchairs, feeding, sterilisers, nightlights, baby monitors etc. has been soaked up by sites like Amazon.

Do you feel you have a category where you consider yourselves as a specialist retailer?

We mainly specialise in travel systems and car seats; we do o er ERF car seats but the number of customers is tiny and footfall on ERF is erratic. Like many of the smaller bricks and mortar retailers we have a wealth of experience to call upon to help customers. Feedback from customers consistently highlights, that other much larger retailers such as the nationals, did not provide the depth of knowledge during their experience or interactions with them.

Finally, are there any exciting plans on the horizon that you would like to share with Nursery Today readers?

We are already in an evolution phase. The store was situated in an old Victorian school for decades. A couple of years ago we moved to new premises, refreshed our image and launched a new website. Although we are now on a trading estate the building is more suitable for the operation. The showroom has a far better layout and we now have a loading bay and storage areas. So, we are still enjoying the bene ts of that move and still improving and adapting to it.

For the longer term, because the internet giants suck up so many sales from high streets all over the country, we may need to consider another acquisition or even a merger or a buying partner, to ensure we remain competitive. But all the while people are struggling with the cost of living in the UK, we are unlikely to consider anything major in the short term.

New Year

New Business Direction For Fraupow

Fraupow To Sell Direct In The UK

Following three years of remarkable growth in brand awareness and sales, Fraupow will start selling directly to retailers from 1st April.

They have been working with experienced consultants to put a great strategy in place to smoothly ride through the transition away from working a distributor, and come out the other side with a closer partnership with retailers. The move will enable them to better facilitate the individual needs of independents, and have their own sales team work closely in partnership with majors.

Fraupow have recruited a new Sales Director, Jaclyn Mackinnon, and Key Accounts Manager, Amanda Smyth. There is a strong support system in place for trade and consumer service to make sure everything runs smoothly from

Seamless fit

The Fred Home Safety and Stairgate range o ers unparalleled peace of mind for parents, ensuring a safe environment for little explorers.

With a focus on quality and innovation, Fred’s range includes a variety of stair gates designed to t any home décor seamlessly.

From pressure- t to screw- t options, each gate is rigorously tested to meet the highest safety standards, providing a secure barrier to stairs and other hazardous areas. With easy installation and adjustable features, Fred’s gates o er both convenience and reliability. Trust in Fred to safeguard homes and keep little ones safe as they discover the world around them.

sales@cheekyrascals.co.uk

their UK warehouse through retailers and into the customers hands.

The team are investing more in marketing this year than ever before, and are already getting a lot of love from Mums for the free midwife consultation service, free online breastfeeding course hosted by celebrity Midwife Marley and the Fraupow Feeding Rooms in 13 shopping centres all over the UK.

orders@fraupow.com

www.fraupow.com

Safe and secure

Discover a wide range of carefully designed Locks and Latches from Clippasafe, the trusted name in home safety for over 70 years.

There is a lock for most applications and storage types, ideal for keeping curious tots away from dangerous items in the home.

The easy to use Self Adhesive MultiPurpose Latch with its exible design, can be easily tted to all furniture, especially pieces with curved or irregular surfaces and corners. The clever Magnetic Lock - a Clippasafe bestseller, is suitable for drawers and cupboards and features an easy peel and stick tting system with a magnetic key to operate the opening mechanism.

Many other locks are available to secure home hazards such as toilets, windows, glass cabinets, ovens and microwaves.

For more details contact the Clippasafe sales team on the below.

TEL: 0115 9211 899

www.clippasafe.co.uk

Best wheel forward!

The wheeled goods sector continues to show signs of growth, with this being a staple category for many Nursery Retailers.

Prams, pushchairs and strollers have long been essential items for parents, serving as both functional tools for transporting infants and toddlers and as status symbols. These items often become trophy possessions for parents, symbolising their commitment to providing the best for their children and showcasing their sense of style and taste.

In recent years, however, the cost of living has perhaps become a factor in uencing purchasing decisions in the pram and pushchair market. While parents still desire high-quality, stylish products, they are increasingly conscious of balancing cost with functionality. Many parents are opting for mid-range options that o er a good balance of features without breaking the bank. This shift has led to a rise in demand for a ordable yet durable prams and pushchairs that not only meet the needs of modern families but also o er a level of longevity. As Dorel’s Senior Field Marketeer Nicola Coletti told us “Price versus function is indeed a signi cant consideration among new parents when choosing baby products, including strollers. Parents often seek a balance between a ordability and functionality, looking for strollers that o er the features they need at a price point that suits them. They’re willing to invest in strollers that o er versatility, durability, and safety features, even if it means spending a bit more upfront to avoid having to replace the stroller prematurely.” There is de nitely a shift in focus on versatility and adaptability. Many parents are looking for prams and pushchairs that can grow with their child, o ering multiple con gurations to accommodate di erent stages of development. Modular designs that allow for easy customisation and add-on accessories are particularly popular, as they o er exibility and convenience for busy parents on the go. As an example, Independent Retailer, Gary Watts, WH Watts informed us that for their store It is incredibly rare to sell a pram without a car seat as this adaptability is de nitely seen as better value when purchased as a complete travel system. Despite this emphasis on a ordability, brand names continue to play a crucial role in the pram and

pushchair market. Established brands are often associated with quality, reliability, and innovation, instilling con dence in parents that they are making a wise investment for their child’s comfort and safety. Moreover, brand reputation can signal social status within parenting circles, with certain brands carrying prestige and exclusivity. Ergobaby’s Key Account Manager, Claire Morris agrees commenting “Brand names are a key marker for quality consumers can trust in this sector. They can help signpost consumers to a product that meets the standards they are looking for. For example, the Ergobaby brand name is synonymous with ergonomics and comfort and our strollers are the only ones on the market certi ed ‘back-healthy’ by the AGR. This becomes even more apparent in store. By feeling the thickness of the seat padding or experiencing the ease of the adjustable handlebar, customers can experience this quality for themselves.” For example, Gary views brand names in this sector important to his business stating: “Branded products are worth their weight in gold as they most de nitely draw people into the store. Customers expect to see well-known brands and be given a wide choice of items and products.”

This product category continues to show signs of growth. We asked Nicola what she felt was the reason behind this. “The main driver behind the growth and innovation in the wheeled goods category is the evolving needs and preferences of modern parents. Several factors contribute to this growth such as urbanisation and lifestyle changes. With more people living in urban areas, there’s a growing demand for strollers that are lightweight, compact, and manoeuvrable, suitable for navigating city streets, crowded sidewalks, and public transportation. Also, modern parents lead busy lifestyles and seek strollers that can adapt to their on-the-go needs. They require versatile strollers that can transition seamlessly between di erent modes. From carrycot to car seat, and seat units that both parent and world-face, they should accommodate various activities and environments. They also value convenient features like one-hand folding mechanisms and ample storage space.”

When we look at growth social media also assists drive this category forward. With wheeled goods being a non-static product, content generated can gain traction and interaction with consumers. Nursery Today asked Clare for her thoughts on what type of impact social media can have on this product category? “Social media can turn a product into a must-have item and seeing a product in action via brand or retailer channels, or in ‘real life’ with a favoured in uencer, can help persuade those considering a product to purchase. We work closely with our retailer partners to share UGC (user generated content) and educational content to help demonstrate our products to their audience. Demonstrations of a product on social media encourage interested consumers to visit a retail store to see and test them in person.”

Trends in the pram and pushchair industry constantly re ect the ever changing consumer preferences when we look at style, colourways and design. Perhaps one signi cant trend is the rise of eco-friendly and sustainable options that are now also available by way of fabrics used, which has been mainly driven by growing environmental consciousness among consumers. Modern parents are increasingly seeking products made from sustainable and eco friendly materials with this now perhaps over owing also into the wheeled category.

With so many factors, we asked Clare what are the main bene ts retailers can gain by stocking wheeled goods or accessories? “Retailers stand to gain several bene ts by stocking wheeled goods, such as increased foot tra c and higher revenues, as strollers tend to be a high-ticket item. Retailers who stock wheeled goods and accessories can provide a comprehensive range of baby products, catering to the diverse needs and preferences of parents. This allows them to position themselves as one-stop shops for baby essentials, enhancing customer satisfaction and loyalty. There are also cross-selling opportunities as wheeled goods often require accessories and add-ons, such as footmu s, rain covers, parasols, cup holders, and travel bags.”

Simplifying parenthood with Doona

The Doona i is a fully integrated travel system designed to provide a safe and practical solution for life on-the-go, allowing parents to easily move from car seat to stroller in seconds.

Suitable from birth, travelling is made easier from day one with Doona. The Doona i Car Seat & Stroller is R129 certi ed and features an integrated 5-point harness which is connected to the adjustable headrest, making them both easy to adjust while avoiding rethreading the harness.

With accessories for every occasion, including the Essentials Bag for carrying day to day musthaves, Doona is committed to simplifying parenthood.

sales@cuddleco.co.uk

Small size, big features

The Baby Jogger City Tour 2 Eco stroller folds small for big adventures and is suitable from birth!

Made with sustainable fabrics that are thoughtfully designed to help our planet, the Eco Collection was designed so that they can continue to adventure together.

This ultimate travel stroller has an ultra-compact, self-standing one-hand fold, weighs only 6.5 kg. Despite its lightness, this compact stroller doesn’t skimp on features: baby rides comfortably because of multiple recline positions, adjustable calf support, UV 50+ canopy and padded seat with belly bar, plus a weather shield to protect them from the elements.

babycareuk@newellco.com

Night time visibility with NEW Stroller Lights by Clippasafe

Adding to their expanding range of stroller accessories, Clippasafe have launched new Stroller Lights - easy to use, clip-on LED accessories, designed to improve night time road safety for pedestrians with prams and strollers.

Available as a pack of two, the optimal performance LED lights have two ashing modes and a static option. Water resistant and battery operated, they are durable and long lasting with an adjustable design that’s simple to install, remove or reposition.

The Stroller Lights are easily attachable to most stroller and pram designs and can also be used on bicycles and other travel and mobility solutions.

For more details contact the Clippasafe sales team: Tel: 0115 9211 899

www.clippasafe.co.uk

Versatility with Joie

Part of the award winning trax family, the versatrax is perhaps the most versatile of the Joie pushchairs.

Combining stylish design and functional features, the versatrax is ideal for new parents wanting to create the perfect

Suitable from birth to 22kg, the versatrax is a stylish pushchair in every mode imaginable, o ering both rearward and forward-facing options as well as pairing with the super lightweight ramble XL carry cot, available separately. The versatrax is also compatible with a wide range of Joie infant carriers including the i-Snug 2 allowing you to create a complete travel system for little one.

Suitable from birth to 75cm, i-Snug 2 boasts the Joie Tri-Protect headrest with three layers of foam including the patented Intelli-Fit memory foam in the infant pillow to ensure and safe and secure ride for baby.

uksales@joiebaby.com

www.joiebaby.com

Introducing the new Flowy from Bébécar

By continuing to design and manufacture in Portugal for over 50 years, the Bébécar Group has built a reputation for developing products with unique design, comfort, safety and innovation.

Their newest product, the Flowy is designed to keep the same traditional qualities while adapting to the modern family with an ultra-compact and smaller width folding chassis.

The Flowy travel system is available in two combinations. The Duo includes a chassis, carrycot with mattress, pushchair seat, and raincover.

The Duo can be paired with multi adapters to attach any brand of car seat onto a Bébécar chassis. Alternatively, the Trio includes a basic car seat for a complete travel system.

Bébécar UK is proud to support independent retail and is part of the East Coast Group.

Tel: 01692 408801

sales@bebecar.co.uk

www.bebecar.co.uk

The Everyday Travel Companion

The TRIV next pushchair is a natural city dweller that quickly converts to a travel system, packs up easily and stands on its own when folded.

Engineered for convenience and comfort, the all-wheel suspension, one-touch braking system, and large rear wheels promise easy manoeuvrability and smooth strolls. This compact fold pushchair is cleverly designed with a seat that faces and folds both ways, no matter what direction the baby is facing.

The TRIV next is available in Nuna’s new fashions – Caviar, Cedar and Biscotti and is also compatible with the new lie- at LYTL carrycot to convert the stroller to a pram.

Contact Steven Smith – Brand Manager – Nuna UK for more information.

Steven.Smith@nunababy.com

With their multi-functional capabilities, these wagons can be used as strollers, wagons, or even portable playpens, o ering customers versatility whilst out and about. Safely holding up to four children (W4 & X4 models), with included 5-point safety harnesses, they give children the exibility to safely move around, play, and enjoy lots of space. Plus, with multiple storage pockets there’s plenty of room for blankets drinks, snacks and toys too.

Multi-use

The raised seats can accommodate growing children, plus for added comfort, seats can be reclined or removed completely. This frees up space, and quickly turns the wagon into a safe space for helping little ones comfortably take a nap or interact with their siblings or friends.

The W-Range

Due to their high carrying capacity (up 21-stones in the W4 models!), the W-wagons are a little heavier than your average stroller. However, they’re designed with premium suspension, wheel bearings, and all-terrain wheels to ensure that they push and steer with the ease of an all-terrain stroller. W2 and W4 (two and four seater respectively) are available in Original, Elite and Luxe models.

WonderFold stroller wagons offer more!

WonderFold Stroller

Wagons o er parents versatility, comfort and convenience.

Essential sun protection

Equipped with an adjustable and removeable UV protection canopy. This helps to continually shield children from the sun’s harmful rays during outdoor activities, ensuring a safer and more comfortable outing.

Really great Wheels

The large all-terrain wheels on all 2 and 4-seater stroller wagons with bearings and suspension, will comfortably glide over potholes, ruts and cobbles to ensure a smooth ride, even with a higher weight capacity limit. The 360-degree rotating front wheels allows parents to navigate crowded spaces or tight corners with greater ease.

Built to last!

The X-Range

The durable construction of WonderFold stroller wagons ensures longevity and reliability. Families can trust that when buying a WonderFold, it will withstand regular use and various environmental conditions, providing a reliable and cost e ective means of transportation which will stand the test of time.

Adaptable

For babies 0-6 months, the exclusively designed and easy to install car seat adaptors o er multiple 360 degree con gurations, to integrate a Maxi Cosi, Cybex or Nuna infant car seat with the W4 series models.

These lightweight, portable push-pull stroller wagons are available as a two and four seater. The X2 weighs 14.4kg and X4 18.6kg. This handy everyday wagon is easy to fold and un-fold, it features an adjustable ‘push’ handlebar and a telescopic ‘pull’ handle, The X model can be used to hold children; children and equipment; or just equipment!

Special Edition

Inspired by the vintage VW campervan, the special edition VW WonderFold will ful l nostalgic fantasies for lovers of VW and beyond! In addition to all the usual WonderFold elements, this wagon also includes features like the classic VW bumper, functioning headlights, and retro all-terrain XL wheels!

Sleek design

Discover the brand new Venicci Upline SE, a luxurious travel companion, perfect for family adventures.

Its sleek design combines style with practicality, making life easier for parents and their little ones. Safety has always been Venicci’s top priority, without having to sacri ce elegance, beautiful looks and useful features. Available in two colours: Powder and Lava both including soft fabrics, chrome accents, and a new pram bag. Lava is also the rst Upline on a stylish chrome frame. Upgrade your city strolls with Venicci’s high-quality options, changing the way you move around the urban landscape.

www.venicci.co.uk

Rockit are over the moon with all their awards

The latest Rockit Rocker has gone on from strength to strength, regularly picking up top awards and accolades.

Matt Dyson, Rockit co-founder commented “Innovation is at the heart of what we do, so it is very satisfying to pick up these prestigious awards. A particular highlight was a once lifetime visit to Buckingham Palace to celebrate winning two Queen’s Awards for Enterprise.

“We were one of only seven companies in the UK to be double award winners. King Charles was really interested in the story behind the Rockit and enjoyed a demo of it in action.”

www.rockitrocker.com

Takes on the toughest of terrains!

This 4in1 pushchair is the driver of your dreams with plenty of ways to roll and a fast way to fold.

The bumpier the better for niti, with a springy ex comfort seat that smooths out the bumps right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam- lled and Puncture-Proof runner tyres. When out and about, little one is shielded from the rays with niti’s full coverage, expandable hood that dims the light, making it ideal for nap time.

Combine niti with the i-Level, a lie at lounger, made for safer spines and easy breathing, as well as the ramble carry cot to create a complete travel system. I-Level’s exclusive Tri-Protect headrest features Intelli-Fit memory foam is engineered for optimal head and neck security. The headrest and harness adjust simultaneously so on the go alterations are e ortless.

uksales@joiebaby.com

www.joiebaby.com

BABY CARE INDUSTRY STRATEGIC MAP

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We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines.

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BCMI Presidents: Urszula Kaszubowska u.kaszubowska@branzadziecieca.pl

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www.babycaremagazines.com

Grows with baby

The MIXX next is designed to make life as smooth as possible for parents with a one-hand recline, all wheel suspension and a one-touch brake system with front swivel wheel locks.

Longevity is also at the forefront of its design - its removable and reversible two-piece seat pad grows with baby while the quick-release harness converts from ve to three points.

The MIXX next is compatible with all Nuna’s infant car seats and can be purchased as a travel system including car seat, stroller and the new MIXX next carry cot. It is available in Nuna’s new timeless fashions Caviar, Cedar and Biscotti.

Contact Steven Smith, Brand Manager, Nuna UK for further details.

Steven.Smith@nunababy.com

Perfect positioning

Parcel is the newest stroller on the block, from Joie Signature, and means no more heaving and hefting.

Weighing in at just 6.9kg, this welterweight wonder is designed to roll for years and is e ortless to lift and store.

Made for when hands are full and storage is limited, parcel will quickly fold making it perfect for tucking in small spaces or carrying on public transport. The extended usage lets you think long term, giving growing travellers a comfy seat all the way up to 22kg. With 3 ways to roll in one, incorporating carry cot, infant carrier and world facing modes, this is the only stroller you’ll need for the years of adventures ahead.

With 4 recline options, parcel has the perfect position for little one, whether they want to lie at and sleep, kick back and relax or sit up and take in the sights, you can ne tune the seat to meet their needs.

uksales@joiebaby.com

www.joiebaby.com

New Colourway and Upgraded Seat for the Inglesina all-terrain Aptica XT

Inglesina’s award-winning all-terrain Aptica XT travel system launches a brand new colourway, Igloo Grey, and an upgraded all-season stroller seat

Designed for life without limits, the Aptica XT travel system dynamically adapts to all terrains and to the child’s growth. The new colourway, Igloo Grey, is now available for retailers to order, with the new all-season stroller seat.

This innovative travel system features a unique Adaptive Cruise system which allows it to tackle any terrain without disturbing the baby, which makes it perfect for family adventures.

It features the signature large carrycot, Welcome Pad mattress and a new stroller seat.

The redesigned large padded seat has a double breathable mesh layer to enable air circulation in the summer, and also comes with a padded Comfort Cover to protect against the cold in the winter. The upgraded Aptica XT continues to demonstrate Inglesina’s dedication to

providing parents with the best for their baby’s comfort and wellness.

The i-Size Darwin Infant Recline car seat with rotating base comes as standard with Aptica XT travel systems. It includes an innovative mechanism that lowers the backrest and extends the leg rest, allowing the child to safely recline, and a fully ventilated shell with 149 holes for maximum comfort, a new energy absorption system and high level Side Impact Protection technology for safety.

Available in NEW Igloo Grey, Taiga Green, Tuareg Beige and Magnet Grey. RRP £1,695.

For more information or to become a stockist, please contact ordersuk@inglesina.com or call 0161 7104106.

FL OW Y DUO

FL OW Y TR IO

01692

Ickle Bubba calls on parents to join the Altima style revolution

Meet the newest Ickle Bubba travel system

Ickle Bubba has unveiled its most fashion-forward travel system yet. Meet Altima, the premium pushchair that folds in a ash.

Packed with helpful features while staying stylish, easy to use and a ordable, the Altima All in One Travel System is available in two on-trend colours; the classic all black and sage green – parents can choose the colourway that best speaks their style. In addition, the luxurious fabrics, metallic details, and leatherette nishes add the perfect sleek touches to this sophisticated travel companion.

sales@icklebubba.com

Tackle terrainany

The new Maxi-Cosi Oxford is a super stylish and versatile pushchair designed for the city and wherever else life takes you.

Its plush carrycot, roomy seat, and adjustable recline deliver optimal comfort for newborn babies up to age four. Advanced suspension and a simple compact fold enhance family outings.

The 9-piece Premium Bundle includes the Oxford pushchair, Oxford carrycot, 2-in-1 footmu , changing bag, cupholder, rain cover and car seat adapters, plus the Pebble 360 Pro baby car seat and FamilyFix 360 Pro base with SlideTech – a world- rst innovation where car seats can rotate and slide towards a parent when getting their child in and out of a vehicle. This advanced technology eliminates common struggles for parents and sets an ergonomic precedent.

www.maxi-cosi.co.uk

supplier snapshot

Nicola Coletti

SENIOR FIELD MARKETEER UKI, DOREL

Nursery Today caught up with some of the industry’s nest to gain further insight into the wheeled goods category.

Do you feel we are seeing any trends that are driving the wheeled goods sector?

There are several trends shaping the wheeled goods sector. Modularity and versatility are key factors. Consumers are increasingly seeking products that grow with their child and adapt to di erent needs and terrains.

chemicals to ensure a baby’s sensitive skin is not irritated. UV protection and water-resistant fabrics are essential, as well as eco-friendly fabrics, such as Maxi-Cosi’s 100% recycled Eco Care fabrics.

Modular designs that allow for easy conversion between pushchairs, prams, and strollers are popular, too.

Stylish and minimalist design, premium comfort and eco-friendly, breathable materials are top trends that are re ected throughout Maxi-Cosi products. For example, Maxi-Cosi uses Eco Care – a soft, breathable and 100% recycled fabric made from plastic (PET) bottles. With safety being a top priority for parents, safety innovations and technology are a major focus, which includes everything from enhanced braking systems and ve-point harnesses to impact-absorbing materials.

How are you responding to these?

Maxi-Cosi’s plush new Oxford pushchair is a 3-in-1 travel system and a superb example of how Maxi-Cosi has responded to the rise in consumer demand for all-terrain, modular, versatile, compact, stylish, and lightweight design, which perfectly suits urban living and family travel. Oxford grows with a child from newborn to four years old and is Maxi-Cosi’s toughest stroller yet with punctureproof wheels and state-of-the-art suspension, ideal for all family adventures. Convenience and compact storage are high priorities for parents, so the Oxford has been designed with a simple and intuitive two-step folding mechanism and can be stored upright, so it can be easily tucked away within the home.

As a brand renowned for safety, it’s not surprising that Maxi-Cosi o ers a vast range of safety innovations and advanced technology solutions throughout its products, too. For example, the Oxford has an easy-in harness and ve-point buckle, an enhanced braking system, an adjustable ergonomic easy-to-grip leather push bar, and an extendable UPF 50+ canopy with a see-through ventilation window and sun visor to provide optimal protection during naptimes and sunny days.

In response to rising consumer consciousness around the environment, Maxi-Cosi products use Eco Care – an innovative planet-friendly, 100% recycled fabric that is super soft, breathable, sustainable, and non-toxic.

What would you say are the main criteria that the modern parent is looking for when researching their first set of wheels?

Modern parents look for convenience and ease of use in the product – such as one-hand folding mechanisms, lightweight design for portability, and ample storage, but also in the solution itself. For instance, to ensure parents are equipped with everything they need, the new Maxi-Cosi Oxford is available as a 9-piece bundle, which includes the Oxford carrycot, footmu , nappy bag, cupholder, rain cover, car seat adapters, and bestselling Pebble 360 Pro baby car seat and FamilyFix 360 Pro base with SlideTech, so all eventualities are covered.

Babies’ comfort is crucial, so parents look for features like plush padding, adjustable recline positions, and ample space to ensure their little one enjoys the ride.

Durability is fundamental, too. Parents want a stroller that can withstand daily use and last through multiple children if needed, so they prioritise durable materials and construction.

Other key criteria include versatility, style, and adaptability to lifestyle. Are fabrics something they are looking more closely at? Yes, fabrics have become an increasingly important consideration for modern parents when choosing baby strollers and other wheeled goods.

Comfort is a top priority and Maxi-Cosi’s ClimaFlow technology meet the needs of parents who are looking for soft, breathable, moisture-wicking fabrics and ventilation features to keep baby cool in warm weather and warm in cooler climates.

Durability and easy maintenance are important, too. This is why at Maxi-Cosi we provide easy to clean fabrics that can stand wear and tear from everyday day use and provide machine washable items where possible.

We also ensure that materials are hypoallergenic and free from harmful

With the rise of fabrics being made using recycled bottles, do you feel that through innovation eco aspects within production will also start to follow when we consider the chassis?

Absolutely, the trend of using recycled materials, including recycled bottles, in fabric production is indicative of a broader shift towards sustainability in the baby products industry. For example, Maxi-Cosi uses Eco Care – a soft, breathable and 100% recycled fabric made from plastic (PET) bottles.

As consumers increasingly prioritise eco-friendly options, manufacturers are increasingly becoming under pressure to explore similar innovations in other aspects of stroller production, including the chassis.

Corporate responsibility, regulatory pressures, and long-term cost savings will also drive this trend.

What benefits do you feel retailers gain by stocking wheeled goods or accessories?

Retailers stand to gain several bene ts by stocking wheeled goods, such as increased foot tra c and higher revenues, as strollers tend to be a high-ticket item. Retailers who stock wheeled goods and accessories can provide a comprehensive range of baby products, catering to the diverse needs and preferences of parents. This allows them to position themselves as one-stop shops for baby essentials, enhancing customer satisfaction and loyalty. There are also cross-selling opportunities as wheeled goods often require accessories and add-ons, such as footmu s, rain covers, parasols, cup holders, and travel bags.

Claire Morris

KEY ACCOUNT MANAGER, ERGOBABY UK & IRELAND

Do you feel we are seeing any particular trends that are driving the wheeled goods sector?

With the innovation in compact strollers over recent years consumers don’t have to compromise on what’s important to them. We are seeing a rise in those who are eschewing travel systems and pushchairs in favour of more lightweight, compact strollers from birth. Parents want life to be as easy as possible so particularly popular are strollers that come fully assembled, that last from birth to at least age four without the need for extra parts and pieces, and that are simple to use, while o ering all the comfort and features of a full-size system.

If so, how are you responding to these?

In 2019 we launched our rst stroller and we’ve been building on the success of that product ever since, with the latest Deluxe edition of the Metro+. We work with parents, designers, medical professionals, 3rd party agencies and more to ensure we are creating products that o er consumers everything they need and want in one product.

What would you say are the main criteria that the modern parent is looking for when researching their first set of wheels? Parents want something that will last and that will o er them exibility. In the current nancial climate, a product that is cost-e ective is a must. The Ergobaby Metro+ strollers are useable from newborn to toddler, are compatible with multiple accessories and come with a 2-year limited warranty that demonstrates Ergobaby’s commitment to quality and durability.

supplier snapshot

Nursery Today caught up with some of the industry’s nest to gain further insight into the wheeled goods category.

Jonathan Feingold

UK DIRECTOR, INGLESINA

Do you feel we are seeing any particular trends that are driving the wheeled goods sector?

Yes.  We are seeing a real move towards intelligent and educated purchasing based on functionality, rather than just style, colours and fashion. This is providing a huge opportunity for all brands to demonstrate their unique features and bene ts during the customer research process, whether that be online or in store.

If so, how are you responding to these?

We are having to work hard on explaining our unique features and how good our quality is, which is a massive task. Inglesina is very much about features and functionality which improves the wellness of baby and parent, and with all the features we have on our travel systems, it’s a task to make sure that we can explain everything in the short window of time we may have with the customer.

What would you say are the main criteria that the modern parent is looking for when researching their first set of wheels?

The modern parent looks for key points: weight, fold, manoeuvrability, t in the car, durability, style and car seat compatibility. They are also open to seeing di erent functions such as our inclining base on the carrycot.

Are fabrics something they are looking more closely at?

Colours and fabrics are a key factor in deciding on a pram. Whilst more parents are considering functionality, colour/fabric type still play a massive part and can be an actual absolute decider for some parents.

With the rise of fabrics being made using recycled bottles, do you feel that through innovation eco aspects within production will also start to follow when we consider the chassis?

Not in the short term. Recycled fabrics are actually man made and texture and colour seems to be of much stronger importance so at the moment, I don’t think the chassis will follow that trend.  Upcycling a used stroller with refurbishment is a much more popular trend and its environmentally friendly. What type of impact does social media have on this product category?

Massive. Nine months of pregnancy gives six months of researching time, so social media has a signi cant impact on information and choices - perhaps too much in uence.  However, some of the information is not necessarily helping them make a well informed decision.

Do brand names play a strong role within this sector?

Yes very much so, especially as new rst time parents have no knowledge of any brand so they notice highest pro le rst!

Is price vs. function a consideration among new parents?

Interesting question, actually it seems to be how much style they can a ord is more likely the equation.

The wheeled goods category has demonstrated great growth and innovation and are a staple product for the majority of nursery retailers. What do you feel is the main driver behind this growth?

The importance of buying the best possible item to suit their life and that as a major purchase it o ers the most functions - like a phone. Everyone wants the latest and greatest!

What benefits do you feel retailers gain by stocking wheeled goods or accessories?

Retailers who stock wheel goods get the largest spend from the consumer, as items purchased before birth usually add up to more that 65% of the birth to 3 years spend on items. After the age of two almost everything has been purchased so after that age it’s a low level spend on baby items.

Damon Marriott

HEAD OF PRODUCT DEVELOPMENT, JOIE

Do you feel we are seeing any particular trends that are driving the wheeled goods sector?

Compact folding products are still a very hot trend that falls across the full featured prams / 2in1 pushchair and the stroller categories where compact requirements are usually a given.

If so, how are you responding to these?

We continue to expand our product portfolio, with new launch items like the Pact Pro and Parcel, complementing our compact Finiti 2in1 pram and one hand fold Versatrax model too.  What would you say are the main criteria that the modern parent is looking for when researching their first set of wheels?

This can vary depending on lifestyle, so those on the move using cars or public transport are certainly looking for this compact fold, but also a full featured pram or stroller. Whilst the walkers out there are not always worried about the compact fold, as much as getting the best features for the user and occupant, thus we have just launched our full featured luxury model the Vinca. This model sports full suspension and incorporates adjustable height to ensure parent to baby contact is optimised with maximum comfort for both.

Are fabrics something they are looking more closely at?

Yes our signature range has proved that parents are looking closely at fabric and the attention to details when choosing their wheels, so we continue to expand our signature collection which incorporates many extra details and maximises the stylish design at a great price too.

With the rise of fabrics being made using recycled bottles, do you feel that through innovation eco aspects within production will also start to follow when we consider the chassis?

Whilst use of recycled fabrics is the simplest and easiest to action, the use of recycled plastics for the hard goods on the chassis will be harder to achieve and maintain strength and longevity, so this must be carefully balanced to become a success. Obviously, use of recycled metals is an easier method to ensure an eco-approach is applied to more than the soft goods on the product.

What type of impact does social media have on this product category?  Social media plays a large part for all categories and is a platform many brands such as ours will utilise to showcase the key features of the product, in short snappy animations or videos.

Do brand names play a strong role within this sector?

Yep, they sure do, brands that people trust already or know of help to cascade con dence when buying a new launch item or a gift for someone, so being an established brand name helps give con dence of the quality.

Is price vs. function a consideration among new parents?

It sure can be, which is why at Joie we have always o ered products at very competitive prices that are also feature rich with no compromise on safety. With the introduction of the signature range to our product portfolio we were able to give extra nishing touches with luxury features like the magnetic buckles, but still at a very a ordable price for the consumer, to ensure they can get luxury at a great price.

The wheeled goods category has demonstrated great growth and innovation and are a staple product for the majority of nursery retailers.

What do you feel is the main driver behind this growth?

The initial purchase for many new parents is their baby’s pram, so this is the lead in product for many retailers to capture this new parent at an early stage. This will then lead on to add on buys such as the infant carrier and maybe a base as a package. For many the stroller or compact fold pushchair comes into requirement later when they may need space saving for a holiday or long trip to visit family.

What benefits do you feel retailers gain by stocking wheeled goods or accessories?

As mentioned above, gaining the customer at an early stage can be the start of a fruitful relationship, as babies need many di erent products, from feeding equipment to car seats. Most of the consumer start with the wheels, so if you can capture their attention early in this buying stage then it is bene cial both as a brand and as a retailer too.

purchasing

The Nursery Today Golf Day

4th June 2024 - Celebrating our 25th Year

With 5 trophies up for winning, plus nearest the pin in one and two plus the longest drive. The Nursery Today golf day is a fun golf day for all golfers good or very average (that’s me). Ladies are also most welcome. The morning nine hole Texas Scramble begins the day, followed by lunch, The afternoon round includes the team four-ball Babystyle trophy – a handsome trophy held for a year by the winning team and won last year by Red Kite. JMDA supply the trophy for our Yellow Ball competition won last year by Red Kite. For the less gifted golfers we also have a cup for the 24-28 handicap golfers.

A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time. Whilst most teams come as team four-balls, individual golfers are very welcome. Any team/player NOT staying for the presentation will not receive any prizes they might have won hand they stayed.

Cost £110

Barking Mad

Pramland’s John Barker this month takes an overview on how customers are currently ordering (and more to the point) paying for their items. It’s clear that the Cost of Living is continuing to have an impact – here John pro ers some advice.

Another month has come, and another passed us by. January and February have been a real whirlwind for us and it’s hard to believe we are on the verge of March already. After a less than stellar January I think we all hoped that February would bring back a little more consistency, unfortunately for us, and many of you that I have spoken with, it didn’t, in fact it was simply a continuation of January. So let’s cover what we’ve found in February and play a little game of Nursery Store Bingo.

First up we have last minute purchasers! Our average customer seems happy to order around 20 weeks, but not at the moment. We’ve seen parents to be with days left to go and no pram ordered! The casual nature of some customers is scary, why is it that I am more concerned about their prams than them? This comes down to a lack of money as far as I’m concerned. From the conversations I’ve had not ordering the pram when we recommend tends to go hand in hand with being unable to pay for it.

Then comes the “Even minimum deposit is too much” gang. You’ve spent a good hour or so with the customer,

they are due in a matter of weeks and it’s apparent they aren’t able to pay in full. You mention your payment plan and tell them about the minimum deposit but they still walk away.

Next up we have the none payers, or the “I can’t a ord it till pay day” brigade. These are the people that have ordered a pram for the middle of the month and then despite this fact still don’t pay you until the end of the month as they don’t have the money.

Finally we have the cancellers, these are the worst! Rather than just pick up the telephone and call you to discuss options they let you go to the hassle of bringing everything into stock only to cancel their order as they no longer can a ord it.

Over the years we’ve seen all of these but during the current “cost of living” crisis they are all appearing at alarming rates. So, what can be done to combat this? You will no doubt have asked yourself this question over the past few months and probably come up with something that’s working for you, if not let me tell you what we’ve been doing. Some of these strategies are working, some haven’t – either way it’s worth a go with any of them.

When it comes to customers leaving

john@pramland.co.uk

Our average customer seems happy to order around 20 weeks, but not at the moment. We’ve seen parents to be with days left to go and no pram ordered! The casual nature of some customers is scary, why is it that I am more concerned about their prams than them?

their purchase to the last possible stage there’s very little you can do. Especially if it’s the rst time you’ve had them in your store. Regular social media posts encouraging ordering early or stressing the current issues with shipping might increase the level of people aware of the need to order early but it’s not guaranteed to have a ect. All you can do is keep plugging away, beating the drum about ordering on the time scale that you prefer for your business.

When it comes to the minimum deposit customer there is a chance to improve the situation, you have however got to be prepared to give a little away in return. I recently introduced a deposit boost scheme

and in the limited time we’ve been operating it we’ve seen a good upturn in deposit payments. As we all know, cash ow is king and when we are dealing with prams worth hundreds of pounds a small deposit just isn’t going to cut it. What we all need is bigger deposits to help cash ow during the quieter times. The simple solution is to simply raise your minimum deposit, I chose not to do this as I feel given my customer base an increase in deposit will actually go against me, that’s where Deposit Boost comes in. If the customer opts to increase their deposit we add a small (and I mean small) percentage to their deposit for them. Here’s a quick example on a £1000 order. We normally request 10%, so just

When it comes to the minimum deposit customer there is a chance to improve the situation, you have however got to be prepared to give a little away in return. I recently introduced a deposit boost scheme and in the limited time we’ve been operating it we’ve seen a good upturn in deposit payments

£100. If the customer however chooses to give me 20% (£200) we add 2% as a Deposit Boost (£20) meaning the customer has now paid £220 off their pram. The most important thing is I now have £200 of their money and not £100. It’s cost me 2% to get it but benefit to my cashflow can offset this. As I said before it may not work for all of us but I have seen good results from this. What’s the alternative? Reduce prices? You’d have to reduce them by more than 2% to see a significant shift.

How do we combat the nonpayers then? Simple, nothing arrives in store until they’ve paid. . .or so they think. From the very first contact we make our customers aware they can order with a deposit and the balance isn’t due until the week before they ask for

their goods to arrive in store. We take their order and the week before it’s due to arrive we text them to say your items are ready to arrive as requested. If they pay, we bring the goods in, if they don’t, we push them back with the supplier. It means we’re not raising any invoices for goods that haven’t been paid for, again having a very positive effect on the cashflow. There are always times when I have to make a judgement call on goods, if by not paying and me pushing the goods back the customer is at risk of not getting their item I do actually bring them in, but I don’t tell them this. We then just keep bombarding them with messages to say if you don’t pay, we won’t be able to get your goods and this has the desired effect.

My final point above related to customer cancelling orders due to not being able to afford them. By asking for payment before goods arrive you are eliminating this risk. Ok, so on a rare occasion due to stock issue you may have brought something in but it’s a significantly smaller risk doing it this way. Also, by encouraging customer to order early they have longer to pay and by encouraging a larger deposit they have less to pay back too, all this goes towards making

it more affordable for the customer in the long run.

I hope after you’ve read this that there is something that you could implement, it may even inspire you to come up with your own strategy and if you do, please do share it with me as I’m certainly not saying my system is perfect, it’s just that it’s the best I could come up with and we’ve seen some good results from it.

Until next month, I hope trade is good and I hear your input soon.

Bedded bliss

Style to suit everyone

Simply Scandi or Chic Cashmere – CuddleCo have a wide range of stylish cot beds for parents looking to create their perfect nursery.

The sleep time category continues to grow with innovation and safety at the core of products that are available which assist infants and parents secure a good nights sleep.

Just like adults, babies’ and children’s sleep patterns vary. Newborns can sleep for up to 18 hours in a 24 hour cycle, three to six month olds on average eight hours or longer at night and six to 12 month olds up to 12 hours at night (of course during the night sleep can be disturbed as infants may wake for nighttime feeds or due to disturbance in sleep times patterns). However, that’s a lot of time spent in a crib, cot or toddler bed.

As such, more so perhaps with newborns, parents can have a huge level of anxiety. From birth through research, parents will look for products that might have endorsement by way of, for example, The Lullaby Trust, award accolades on packaging, fabrics that have breathability or are Oeko-Tex certi ed.

The emotive nature of this product category underscores the importance of addressing parental concerns with sensitivity and expertise, which skilled Nursery Retailers navigate by o ering their advice and expertise. From bedding to sleep bags, bedside cribs to cots, each item plays a crucial role in fostering a safe and comfortable sleep environment for infants, promoting peace of mind for caregivers. Products which have gained recognition by reputable organisations like the Lullaby Trust resonate deeply with conscientious parents, o ering a seal of approval that signi es adherence to stringent safety standards and best practices in infant sleep care. By aligning with such associations or having received awards, brands instill con dence in their o erings and help ease parental anxiety.

Furthermore, products that have received accolades or recognition within the parenting community can serve as valuable indicators of quality and e cacy. Whether through innovative design features, sustainable materials, or exceptional performance, these acclaimed products stand out in a crowded market, providing parents with reliable options they can trust. Fortunately, nursery brands continually respond to consumer trends and of course look to allay any safety concerns. We highlight a number of product across the following pages which are all available order now.

COFFEE BREAK

The Nola White & Natural Cot Bed has a contemporary, minimal design, perfect for adding a modern twist to traditional spaces. While the Clara Cashmere & Ash Cot Bed is ideal for a traditional nursery, with its timeless design, featuring classic curves and a beautiful cashmere nish.

All CuddleCo cot beds are designed to last, with three mattress base positions to suit baby’s di erent milestones. Once they’ve outgrown the cot bed, CuddleCo’s range of cots convert to either a day bed or toddler bed. sales@cuddleco.co.uk

Having now launched, Nursery Today caught up with Heidi Steel, Marketing Director, Folk & Thread to gain her insight into the sleep time sector.

Parents can have high levels of anxiety when it comes to infant sleep time, do you feel as an industry we provide great innovative products that can assist?

Baby Sleep Bags are the great example of a product that was innovative when it rst came to the UK market and changed the way parents put their babies to bed. Folk & Thread Director Ouvrielle Lind eld Roberts was one of the founders of The Gro Company and she has seen baby sleep bags go from unknown to being used by 85% of UK parents today. Now the innovation is in HOW they are made - organic fabrics, sustainable sourcing as well as working closely with the latest infant sleep safety research to ensure every detail is developed to match the needs the science shows us. What do you feel parents are seeking when we look at sleep time products for reassurance? Parents are looking for products which clearly state their purpose and story, and back that up with credible evidence! It’s not enough just to say a product is safe, parents want to see which safety standards it is tested to, and whether it has the support of a respected 3rd party. That is why Folk & Thread have partnered with The Lullaby Trust right from the outset, parents will be reassured knowing that we are working with The Lullaby Trust to put their babies needs and safety rst. How important are fabrics within this sector that have a level of breathability?

It is vital that sleep products are made with breathable fabrics, to prevent risk of su ocation and overheating. Folk & Thread baby sleep bags are made with organic cotton which is naturally breathable.

Are parents looking for fabrics that hold eco and sustainability credentials?

Now, more than ever, consumers are looking for brands that align with their values, and feeling satisfaction from buying from those brands. However, this works both ways - they are also actively and loudly rejecting brands that they feel don’t t their values as parents in 2024. Eco fabrics and overall sustainability are a huge part of this. Whereas it used to be a niche section of the industry, now it has evolved into a key purchase driver. Folk & Thread has been built with eco friendliness in mind right from the start. Unlike established big businesses who are struggling to navigate a change in direction to sustainable sourcing and manufacturing, we have been able to incorporate that priority into every

decision as we create our brand, our organic products and our ways of working. We have created a range of organic cotton bedding that is tailor made for today’s eco conscious parents. Would you say there is su cient information readily available from brands and organisations that provide better sleep practices for infants?

Brands have big platforms with a lot of eyes on them, and so I think they have a responsibility to share a bit of those platforms with responsible guidance. The Folk & Thread website includes “The Lullaby Trust Sleep Hub” - an area presented in partnership with The Lullaby Trust where parents can read the Safer Sleep Guidelines and other useful sleep information. O ering up a bit of our real estate to The Lullaby Trust gives them another touchpoint to reach their target audience and gives us evidence based informational content straight from the source. How does social media assist when we look at sleep time – is this something you feel parents actively seek for reassurance, or do you feel this can give a misleading message at times?

Social media is incredibly in uential for new parents. In previous generations parents with questions would have asked their family or health visitor, but now many people live apart from their families and have limited contact with their health visitor, so they look online to nd their support network and their tribe of like minded people.

Even though Folk & Thread hasn’t o cially launched we have taken a strategy of bringing our audience along with us on our journey as we create the company. We have been sharing video-led content on Instagram and TikTok for a few months and have already built up a wonderful supportive community with well above average engagement rates. As time goes on we will use these platforms to share content from our partners The Lullaby Trust to give our audience the useful and expert sleep advice they want.

Finally, what do you feel are the main retailer bene ts to stocking sleep related products in store or via websites?

Everybody sleeps! It is a core need state of every human, and we all want better sleep! If a parent believes that their baby will sleep better with the aid of a product, they will prioritise buying it even in the cost of living crisis.

AI R LIT E

A lit tle fresh air to the Sleeptime Range.

O ering even more comfort, closeness and reassurance in a new lightweight and compac t design with two beautiful colour ways to choose from.

Launching M arch

shnuggle

Introducing the Shnuggle

Air Li te

Bedside Crib

Because you deserve to sleep as soundly as the y do.

Af ter introducing the A ir Lite B edside Crib at Harrogate and K&J, Shnuggle are excited to share a closer look at all it has to o er ahead of launch nex t month.

The Air Lite Bedside Crib o ers an e ven more comforting, breathable and s tylish sleep spac e for baby in an improved light weight and compac t design .

Used for bedside sleeping or as a standalone crib, its ‘furniture quality ’ design ensures a sturdier, premium st yle that doesn’t compromise on function.

Launching with a choic e of t wo neutral colourways: Taupe and Grey.

Take a closer look

Enhanced Breathabilit y

The dual mesh panels, with larger outer panel has been designed to maximise air flow and make it easier for parents to keep a close eye on baby while they sleep. Also included is a suppo rtive and breathable fibre core mat tress.

Assurance

The Air Lite is tested to the v er y latest bedside crib safety standard BS EN 1130:2019. In line with this safet y standard it s rigid low level safety wall allows the side to remain lowered for safe bedside sleeping.

Furniture qualit y and st yling

Unlike many travel s tyle cribs on the mar ket, the Shnuggle Air is a premium quali ty design for those parents who seek a choice that will complement their home interior s tyle as well as o ering a furniture qualit y crib that doesn’t look out of place in the home.

“‘furniture quality’ design ensures a sturdier, premium st yle that does n’t compromise on function.”

“ ...comforts and cocoons baby without compromising on sleep space.”

Comfor t easily and sleep soundly

The whisper quiet zip -down side ensures minimal disturbance to parent and baby and the low level safety wall allows baby to be comforted and fed easily throughout the night.

Compac t and lightweight

Its spacious yet compact design comforts and cocoons baby, o ering reassurance to baby and peace of mind to parents without compromising on sleep space. The light weight design allows the crib to be easily moved around without tak ing up too much space.

Not-so -lite on ex tras

• Incline option to help ease colic and reflux

• 6 height adjustments to fit most bed s.

• Handy storage hammock for all change and feeding essentials.

PRE- ORDER NOW

Tel: 02891 8151 69

Email: uksales@shnuggle.co.uk

Website: Shnuggle.com

Available in 2 neutral colourways: Taupe and Grey.

Launching late March.

Innovative marketing for Innovative products

Rockit the baby sleep tech company are always looking at new ways to reach sleep deprived parents.

Matt Dyson, Rockit co-founder comments “The brand prides itself of developing innovative products, whether that be the Rockit stroller rocker, Zed our vibration sleep soother or Wooshh our portable sound soother that measures just 6cm tall. We take the same innovative approach with our marketing and have recently seen considerable success with raising brand awareness through the use of digital billboards, augmented reality Snapchat lters and our new TikTok channel.”

www.rockitrocker.com

Perfect projection for slumber

Fall asleep peacefully with this adorable, rechargeable aquatics projector.

The super soft Aqua Dream Turtle projects gentle waves and small swimming orange sh, transforming the nursery into a soothing underwater oasis. Projections can be accompanied by a lullaby, sea melody or white noise (waves, rain, or intrauterine heartbeat). It features multiple colour options, light intensities and volume adjustments, so parents can customise the atmosphere to suit their preferences. It features automatic shut o (music 15-mins, projections 25-mins) and will turn back on if baby cries, using the ‘Cry Sensor’ feature. For ultimate convenience, it’s fully rechargeable via USB-C and the soft, Oeko-Tex certi ed plush turtle character is both removeable and washable.

cgrech-cini@angelcaregroup.com

Promoting safer sleep

The Love To Dream range revolutionises baby sleepwear, o ering innovative designs that promote safe and comfortable sleep.

Known for their signature swaddles, Love To Dream embraces the natural arms-up position, allowing babies to self-soothe while reducing the risk of overheating. Their versatile collection includes swaddles for newborns, transitional swaddles for when baby starts to roll, and sleep bags and suits for older infants. Crafted from soft, breathable fabrics, Love To Dream products ensure optimal temperature regulation throughout the night. With thoughtful features like easy nappy changes and zip-up designs, parents can enjoy peace of mind knowing their little ones are sleeping soundly and safely.

sales@cheekyrascals.co.uk

Intelligent monitoring

The Maxi-Cosi Connected Home collection o ers a sleek, modern array of smart sensory nursery products that seamlessly interact through a user-friendly app.

From the intelligent See Pro Baby Monitor to the Clean 3-in-1 Air Puri er, Breathe Humidi er, and Soothe Light & Sound, this range is designed to elevate your family’s well-being. The See Pro Baby Monitor excels with CryAssist technology, which translates cries to indicate sleepiness, hunger, fussiness, or gas. Viewing in Ultra HD through either a compact 5-inch unit or the app, it boasts a pinch-and-zoom screen, night vision, and two-way audio. The Clean 3-in-1 Air Puri er removes airborne particles and serves as a night light and speaker compatible with Amazon Alexa and Google. The Breathe Humidi er maintains ideal nursery humidity and doubles as an essential oil di user. The Soothe Light & Sound enhances any nursery’s ambiance with customisable lights and sounds.

www.maxi-cosi.co.uk

Portable powerhouse

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 rm 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

Beautiful for bedtime

Put a spring into bedtime with the Ickle Bubba Bunnychino collection

Ickle Bubba are set to expand their bestselling range of nursery softs by introducing new lines to their adorable Bunnychino softs range.

Landing this Spring, the range will see a set of two fabric storage baskets and a 100% cotton reversible blanket added to the collection.

Perfect for any gender-neutral nursery, the subtle tones of this range are what make it so well-loved. Its launch is also perfectly timed with Spring just around the corner.  sales@icklebubba.com

Transforming bedtime routines

This cute and cuddly plush nightlight, soother and toy is packed full of technology and innovation.

Sure to become little ones’ go-to companion from birth, this soft and loveable character will transform bedtime routines with a charming blend of soothing illuminations and sounds to create a magical experience for children and parents alike.

The clever design includes a cry activation sensor, automatic turn-o , two volume levels, two light functions, two lullabies, plus seven white and pink sounds, which include: a heartbeat, rain, waves, vacuum, washing machine and summer nights.

It’s both portable and rechargeable, making it ideal for travel. The hidden, removeable unit is fully rechargeable by USB, is BPA-free and has a cool-touch surface ensuring the well-being of children. This also means that the plush toy can be washed to keep it fresh and clean for baby. Contact the below for further information.

cgrech-cini@angelcaregroup.com

SnuzBaskit  - The Rule Breaker

There is always someone in the family that likes to break the mould and for Snüz it’s their reinvention of the Moses basket, SnüzBaskit – a modern sleep solution for the daytime dreamers!

The brand’s contemporary twist on the traditional Moses basket saw the arrival of a bigger, stronger, and more breathable Baskit, further developing its iconic Baby’s First Bed collection.

SnüzBaskit is truly striking in appearance and is at home in any space. The versatile

Thanks to a unique blend of conventional and pioneering design features, Snüz created an alternative and forward-thinking Moses Basket to support baby’s sleep from birth to 6 months.

Uniquely created with an exclusive, responsibly sourced material that was developed especially for the SnüzBaskit, it is innovative in more ways than one! Introducing KinderFelt, a stylish 100% recycled material that is soft to touch. It not only gives the design a contemporary look but is also certified free from over 100 harmful substances and is quieter and lighter than traditional wicker and maize baskets.

nursery today

available in a charcoal or light grey option (with a natural or dove

and the unique mesh window o ers both visibility and enhanced air ow to help baby to sleep comfortably. With air holes in the base and the use of breathable materials, this modern basket has safety at its core.

With two in three of its customers choosing a bedside crib alongside a Moses basket, as a trusted sleep brand, Snüz is in a unique position to support both daytime dreaming and night time napping!   Tel: 01789 734 022      trade@greensheepgroup.com

The

Moses Basket is

grey stand),

Cuddly companions

Bedtime cuddles and story time is an important component in establish a good bedtime routine and sleep habits for babies and young children, and Rainbow Designs’ collection of wonderful cuddly characters, coupled with the adored character storybooks, makes a wonderful combination for a those special bedtime cuddles and stories.

Cuddly character and storybook ranges available include Beatrix Potter’s Peter Rabbit, Disney’s Winnie the Pooh, Guess How Much I Love You, Elmer and We’re Going on a Bear Hunt, and Gira es Can’t Dance. According to Dr Amanda Gummer, Child Development Expert and Founder of The Good Play Guide, “Snuggling up with a high-quality soft toy for bedtime is a great opportunity for children to develop reassuring emotional attachments and create their own sense of ease for their all-important sleep.”

After their favourite bedtime story, the adorable Peter Rabbit and Paddington

Bear, and new Disney Winnie the Pooh, Bedtime Cuddles Nightlights can help to aid babies and young children to fall asleep. “Due to the soft quality material, gentle lighting and easy portability, children of all ages can bene t from a familiar sleep setting and good night’s sleep, wherever they are,” added Dr Gummer. The super cuddly soft toys hold a soft, detachable lantern, marmalade pot and honey pot, that illuminate to provide a mesmerising light pattern and soft nightlight, whilst playing a soothing lullaby to help little ones drift o .

Tel: 01329 227300

www.rainbowdesigns.co.uk

Self soothing

The Love To Dream range revolutionises baby sleepwear, o ering innovative designs that promote safe and comfortable sleep.

Known for their signature swaddles, Love To Dream embraces the natural arms-up position, allowing babies to self-soothe while reducing the risk of overheating. Their versatile collection includes swaddles for newborns, transitional swaddles for when baby starts to roll, and sleep bags and suits for older infants.

Crafted from soft, breathable fabrics, Love To Dream products ensure optimal temperature regulation throughout the night. With thoughtful features like easy nappy changes and zip-up designs, parents can enjoy peace of mind knowing their little ones are sleeping soundly and safely. Find out more by emailing the below.  sales@cheekyrascals.co.uk

Style to suit everyone

Simply Scandi or Chic Cashmere – CuddleCo have a wide range of stylish cot beds for parents looking to create their perfect nursery.

The Nola White & Natural Cot Bed has a contemporary, minimal design, perfect for adding a modern twist to traditional spaces. While the Clara Cashmere & Ash Cot Bed is ideal for a traditional nursery, with its timeless design, featuring classic curves and a beautiful cashmere nish.

All CuddleCo cot beds are designed to last, with three mattress base positions to suit baby’s di erent milestones. Once they’ve outgrown the cot bed, CuddleCo’s range of cots convert to either a day bed or toddler bed.

sales@cuddleco.co.uk

Heidi Skudder, founder of Positively Parenthood

Glow Dreaming Partner with Positively Parenthood

Glow Dreaming collaborates with Heidi Skudder from Positively Parenthood to enhance child sleep solutions in the UK.

Glow Dreaming, the leading the provider of innovative sleep solutions for babies and children, is excited to announce a collaboration with Heidi Skudder, founder of Positively Parenthood.   This partnership will help support the launch of Glow Dreaming’s portfolio into the UK, aligning Heidi’s expertise and insights with Glow Dreaming’s mission to provide families across the world with the sleep they deserve.

The collaboration will see Heidi and Glow Dreaming working together across multiple touch points including social media, blog posts and newsletters.  There will also be opportunities for retailers to run Q&A’s in store.

Glow Dreaming has successfully launched their Glow Sleep Easy, Glow

Perfect Sleep Sensor, Glow Travel Sleep Easy and range of essential oils into the UK.

Stacey Simpson Marketing Manager comments “It is a very exciting time for us, and perfect timing for bringing Heidi onboard with her expertise and knowledge.  We are investing into the UK with a full marketing campaign to ensure our products are successful in retail.  We are keen to support our partners as much as we can, so we do encourage retailers to get in touch for more information about what we can o er.”

For further information visit www.glowdreaming.co.uk

or contact  Stacey.simpson@glowdreaming.com

Glow Dreaming was create d because a parent had a desperate need to have the suppor t of a device that actually worked when there was none available. Since that moment, Glow Dreaming has continued to learn, grow and develop in the sleep space to always ensure that families get the sleep they need

glowdreaming.co.uk

Introducing Folk & Thread

The new baby sleep brand from leading nursery industry names

For the past year four well known gures from the nursery industry have been working together to create a new baby sleep brand.

Folk & Thread will launch next month, selling organic cotton baby sleep bags, blankets and sheets. The founders spoke to Nursery Today to tell the story of how this all happened, what their plans are and how The Lullaby Trust is involved.

Folk & Thread has four founders, who you may be familiar with. In her former role Ouvrielle Lind eld Roberts co-founded The Gro Company and created the original Grobag which would go on to be loved by millions of parents all over the world and become the leading baby sleep bag. Lisa Joyce is an awardwinning baby products and brand designer who has worked with Cosatto, Mamas & Papas, John Lewis and more. Heidi Steel heads up Marketing and PR drawing on her experience with Tommee Tippee, Pur o, Fraupow, Naturalmat and others. And Maire Evans is the expert in sustainable sourcing and manufacturing with over 25 years experience in the baby products industry.

Ouvrielle Lind eld Roberts said “people have asked why we’re coming back for another go. Well, parenting has changed, today’s parents are so much more aware of environmental and social issues and want to spend their money in a way that bene ts both their own baby and the world. They will sleep better knowing that they’re doing a bit of good! Us four have this wacky idea of creating a business where donating and doing good is built into the

commercial structure, not just an afterthought taken from the pro ts.”

The founders are using their combined 85 years of experience to launch a new baby sleep range, entirely made of organic fabrics. The brand will launch in April with a partnership already in place with The Lullaby Trust. Together Folk & Thread and

The Lullaby Trust are doing a bit of good for the world - every product sold by Folk & Thread funds a donation programme facilitated by The Lullaby Trust, through which Folk & Thread baby sleep bags and sheets will be given to UK families to help them create a safer sleep space for their babies.

Alice Morgan of The Lullaby Trust explains “There are over 125,000 children living in temporary and unsuitable accommodation in the UK. We are

delighted that the team who we have a long history of working with, approached us with their idea of helping those families by donating sleep products as part of our Bedtime Bundles scheme and we’re excited to start distributing the products this year. We are thrilled to be working with Folk & Thread and welcoming them on board as our newest Brand Partner.”

Ouvrielle was part of the original team that kickstarted a revolution in the way parents put their babies to bed by introducing baby sleep bags to the UK, she worked with the BPA to create the rst code of practice which was used as the basis of the British Safety Standard for Baby Sleep Bags.

Lisa sat on the steering committee of the BSI and then the EU Baby Sleep Bag standard and has spent many years working with the latest infant sleep science and medical data to develop products at the forefront of baby sleep understanding.

Lisa Joyce said “Baby sleep safety has been at the heart of our work for over two decades. Given our extensive history in sleep product development, product safety is of utmost importance to us.

L-R Ouvrielle, Lisa, Heidi and Maire

As individuals, we have worked with The Lullaby Trust for many years and are thrilled to launch this brand with a partnership already in place with them.”

Folk & Thread’s range of baby sleep bags, blankets and sheets will go on sale to consumers in April, but the buzz is already growing! Heidi Steel explains the launch strategy “Everyone likes to be the person to discover something new, and to follow a story as it unfolds. Rather than keep our process under wraps as we would at other brands, we decided to open the door early on, and have been sharing the story of building this company on Instagram and TikTok since December. Our videos have had over 20,000 organic views from early adopters already, so we can’t wait to see what happens when we really start the marketing after launch!”

Visit the website at www.folkandthread.co.uk

Could you help

save babies’ lives as The Lullaby Trust’s next brand partner?

97% of new parents would choose a product with The Lullaby Trust logo on it over another

The Lullaby Trust is the UK’s leading safer sleep charity that saves babies’ lives and supports bereaved families a ected by sudden infant death syndrome (SIDS). 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 82%, saving the lives of more than 30,000 babies. But there is still so much work to be done, and by a liating your brand with us, you can play a vital, life-saving part in this journey. Combined with our strategic outreach to parents during the pre-natal period and our trusted relationship with NHS health professionals, together we can strive to ensure parents are choosing  sleeping products for those ~700,000 babies born in the UK per year that support the safer sleep messages.

Stand out from the crowd with an a liation to The Lullaby Trust

Creating a safer sleep environment for baby is a proven essential for reducing the risk of SIDS, and 93% of over 1000 parents surveyed said they purchase products with safer sleep and SIDS in mind. It’s because of increased awareness of the safer sleep messages that we have been able to greatly reduce the number of babies dying.

Creating a safer sleep environment for baby is a proven essential for reducing the risk of SIDS, and 93% of parents said they purchase products with safer sleep and SIDS in mind.

Nursery products are often the rst touchpoint for parents in actively considering safer sleep, but a crowded market can make choosing what to buy seem an overwhelming challenge. By a liating your brand with The Lullaby Trust, you will be ensuring that parents choose you over competitors. We are an internationally trusted organisation and an association with us can put

consumers’ minds at rest that your products follow the safest sleep guidance.

Our marketing partnerships have helped businesses in the nursery industry establish themselves as market-leaders in safety.  We know that parents can nd the number of sleep products available to them confusing, so an association with The Lullaby Trust will help you stand out from your competitors as a brand that goes above and beyond for babies and their families.

“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.

A core bene t 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 where your product is distributed. Having sight of The Lullaby Trust logo on a product can make it stand out in this crowded marketplace.

The Lullaby Trust also ranks in BrandVue’s top 25 most loved UK charity brands of 2023. Being ranked in the top 25 reflects parents’ alignment with The Lullaby Trust’s ethos, mission and values.

Trusted by parents and health professionals

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.

“iCandy is proud to be an official supporting partner of The Lullaby Trust, the UK’s leading safer sleep charity. Together we are dedicated to promoting safer sleep for all babies and are so pleased we are able to do so through our brand collaboration.” Bradley Appel, iCandy Joint CEO

The Lullaby Trust also ranks in BrandVue’s top 25 most loved UK charity brands of 2023. Being ranked in the top 25 reflects parents’ alignment with The Lullaby Trust’s ethos, mission and values. It’s due to our commitment to keeping our values at the centre of everything we do, and our dedication to babies

and their families, that we are a recognisable, trusted brand.

Our valued brand partnerships play a vital role in helping us continue our lifesaving work, and by partnering with The Lullaby Trust, your company can secure its legacy as a key partner in helping to save babies’ lives.

If you are interested in learning more about becoming a brand partner, or want to get involved in any other way with The Lullaby Trust please email Alice Morgan on alicem@lullabytrust.org.uk

Traditional play

Whether traditional, wooden or giving educational appeal, infant and pre-school toys continue to gain momentum in growth.

In an age dominated by screens and digital gadgets, the appeal of age-appropriate toys for babies is continually on the rise. Toys for infants assist in developmental skills and can drive additional footfall to nursery retailers. Unlike apps and digital mediums, infant toys o er a tactile, engaging experience perfectly suited to a child’s developmental stage.

Moreover, the demand for age appropriate toys isn’t solely con ned to parents; gift-givers and relatives seek out items that align with a baby’s developmental milestones.

Educational fun

Welcome to the World of Peter Rabbit with Orchard Toys collection.

This new range features six stunning games and jigsaws for children from 3yrs+, with one game for younger children from 18mths+.   This fun range blends the educational and engaging gameplay of Orchard Toys with the iconic characters from one of the world’s most beloved brands, to bring Peter Rabbit to life.

The new collection of educational games and jigsaws is a creative hybrid of THE WORLD OF PETER RABBIT and Orchard Toys, representing the very best of both brands and their shared values of quality, learning and fun. The beautifully designed range evolves the narrative of Beatrix Potter’s original Tale of Peter Rabbit, with its garden setting, and creates a new way for families to engage with the story through imaginative play.   sales@orchardtoys.com | www.orchardtoys.com

Janod x WWF Collection inspires next generation

The Janod wooden toy collection, which is created in partnership with WWF, aims to educate on the importance of protecting our planet

With sustainability at the forefront, iconic wooden toy specialists, Janod’s exciting collaboration with WWF is bursting with toys to inspire and engage the next generation of animal and nature lovers. As part of a wider promise to help the planet, the collection brings together Janod’s imagination and quality wooden toys with one of the biggest environmental organisations in the world to create a collection of over 30 sustainably made toys.

The fun- lled collection ranges from animal themed push alongs, to awe inspiring underwater themed 3D jigsaws. Created using 100% eco-responsible materials (including FSC®-certi ed wood and cardboard from sustainably managed forests, organic cotton and water-based

paints) the whole collection is aimed at educating children aged 1-7 years and up on the importance of looking after the planet we live in. Even better, Janod will donate a percentage of the proceeds from every WWF® product sold to support the actions of the remarkable NGO.

Iconic items in the collection include the perfect rst toy; the Forest Stacker, the wooden game that will help babies get to grips with objects speci cally designed for their age, with bright colours giving them their rst taste of mother nature! To help little ones develop their motor skills and of course, ignite their imaginations, the Push Along Rhino and Pull Along Elephant will be rm favourites! For growing minds, aged 2 and above, the Balancing Coloured Sloths will not only provide hours of fun but also teach children about these important little creatures!  For sales enquiries please contact the below.

sales@juratoys.co.uk

COFFEE BREAK

Nursery Today had the pleasure to catch up with Rainbow Designs Sales & Marketing Manager Zara Grindrod to gain further insight into the traditional and wooden toys sector.

Do you feel we have seen a rise in interest by the consumer for traditional or wooden toys? If so, what do you feel is driving this growth?

There has been a noticeable increase in consumer interest in both traditional and wooden toys in recent years. Partly driven by consumers making smart nancial decisions in this tough economic climate, high quality, forever toys that represent good value, combined with toy formats and adored characters that have stood the test of time, are really appealing to consumers right now.

Are the new army of parents seeking toys that remind them of their own childhood?

Both parents and grandparents are continuously drawn to traditional character toys. They have a timeless quality about them and evoke a sense of nostalgia, and parents seek to share those good values and precious memories with their own children. Many of the characters, that are the focus of our contemporary and playful soft toy collections, such as Peter Rabbit, Disney’s Winnie the Pooh, Paddington and Guess How Much I Love You, have stood the test of time and have proved an important part of childhoods across multiple generations.

Do traditional and wooden toys have good gift appeal and if so, what do you feel gift-givers are looking for when we look at baby and toddler toys?

Many traditional toys are rooted in tried and tested play patterns that help aid early development skills, such as hand-eye coordination, ne motor skills and problem-solving abilities. These attributes make products such as our Peter Rabbit Shape Sorter, Paddington for Baby Activity Spiral, and The Very Hungry Caterpillar Activity Toy, very attractive to gift givers as these toys o er educational value alongside providing fun and entertainment.

Is there also a demand for toys that have eco credentials in the materials used in their manufacture?

Absolutely, with a high focus on environmental issues, and growing concern for future generations, many parents and grandparents are actively seeking to be environmentally conscious when it comes to gift purchases. Products that o er and meet these requirements are becoming more sought after so manufacturers, like ourselves, continuously striving to deliver high quality products that meet and exceed those eco-credentials and consumer needs.

What bene ts do you feel retailers can gain by stocking traditional and wooden toys?

As discussed, there are many bene ts for retailers stocking traditional and wooden toys, and there will always be a place for them in the baby and infant sector. Our character ranges feature an extensive variety of di erent toy formats, o ering retailers not only a wide product choice, but also facilitating visually appealing brand-focused displays. This also provides parents and gift buyers the option of character continuity, from newborn, with essentials such as comforters, ring rattles and My First soft toys, through to preschool with activity and wooden toys.

Sweet moments of companionship

Engaging range

There are plenty of joyful and inspiring traditional and wooden toys, coupled with much-loved timeless characters, to be found at Rainbow Designs!

These playful and engaging toys feature Peter Rabbit, Paddington Bear, Disney’s Winnie the Pooh, The Very Hungry Caterpillar, Elmer, and Guess How Much I Love You.

Rainbow’s range of wooden toys are exceptionally popular with young preschoolers, helping to aid the development of ne motor skills, as well as matching and counting skills. Fun, high quality Wooden Pull-Alongs, Shape Puzzles, and Domino Sets are available in both the much-loved Peter Rabbit and The Very Hungry Caterpillar ranges.

One of the most fun and traditional toys is the Jack-in-the-Box, and Rainbow’s Peter Rabbit Jack-in-the-Box is a best seller, and a very popular gifting choice.

Decorated with Beatrix Potter’s beautiful illustrations, this classic toy plays ‘Pop goes the Weasel!’ until the lid pops open to reveal Peter Rabbit, creating much excitement and laughter, time and time again.

TEL: 01329 227300

www.rainbowdesigns.co.uk

A growing collection of wooden toys

Done by Deer’s wooden toys are designed to support baby and toddler development through fun and engaging playtime. The toys teach small children about shapes, colours, problem-solving, and train their ne and gross motor skills.

Done by Deer’s growing product range of wooden toys are made from responsibly sourced wood and painted with water-based paint ready for safe play. The collection is built around a cute animal family called the Deer friends and includes toys that will support a baby’s early development as well as toys to stimulate the more curious mind of a toddler. Let little ones use their imagination and learn through play with their Deer friends.

Contact Gwen Peacock for more information.

TEL: 07876 150 729

gwen@donebydeer.com

www.donebydeer.com

Toynamics UK & Ireland have a variety of brands that have unique and inspiring preschool and educational toys for all age ranges and price points.

Hape, with their ethos of ‘Love play, learn’ education and learning is the centre of all of their products, designed with this in mind classic products are developed to have an educational advantage, as well as new and innovative products that inspire children through the love of play, naturally leading them to learn through this process.

A stand out toy that combines fun and learning in one fantastic package is the Hape Air Stacker, taking children’s playtime to soaring new heights, this innovative and engaging toy is perfect for kids aged 12 months and older. With the 7 numbered tubes the Rocket Air Stacker children stack the numbered tubes as high as they can and then watch the ball oat to the top using clever aerodynamics, who knew rocket science could be this simple! Plus, the near-silent fan means your child can still have fun even if younger siblings are napping.

Tel: 0116 478 5230 sales@toynamics.co.uk

Including 21 wooden accessories from the essential knife, spatula and tongs to the tastiest sausages, shrimps, cheese, and crunchy vegetables that can all be prepared on little ones very own grill, with 15 felt coals to perfect the avour! Ideal for developing imaginative play, with built in wheels, it can be moved around the home and garden to cook up a storm in any given moment! Suitable for 3 years+… who doesn’t love a BBQ?!  For sales enquiries please contact the below.  sales@juratoys.co.uk

COFFEE BREAK

Nursery Today caught up with Baby Central’s Marketing Manager (the home of Dr. Brown’s), Amy House, to gain further insight into bottle feeding, what parents are looking for and of course what anxieties they may have.

Bottle fed

When parents embark on the journey of selecting baby bottles and sterilisers, they prioritise several key factors to ensure their baby’s health, including convenience and comfort. Understanding these considerations is crucial for making informed choices on products to stock that meet the needs of both the baby and parents.

With this being a product category that can cause parental anxiety, parents will prioritise safety together with ease of use, whether this is a bottle or steriliser. The modern parent will more than likely turn to other parents or research online to gain valuable advice and guidance. There are many reasons why parents select to bottle feed, this may be purely down to personal choice, a return to the workplace or to give dads the opportunity to also experience a closer bonding with their infant (and of course help with nighttime feeds!).

When it comes to bottles, not every bottle will suit individual needs, which is why teats have been cleverly designed to consider nipple confusion, with varying ow rates available, anti-colic innovation has moved forward and of course the overall bottle design. The overall shape and design are also considerations for parents when selecting baby bottles. An ergonomic design ensures a comfortable grip for both baby and caregiver.

Of course, with so many now more aware of ‘hazards’ to look out for, they will also look for products made from high-quality materials that are free from harmful chemicals such as BPA, phthalates, and PVC. When we look at harmful chemicals the development of BPA (bisphenol A) free bottles has revolutionised the market. BPA is a chemical commonly used in plastic products, including baby bottles, and has been linked to potential health risks. For this reason, we no longer as an industry produce baby bottles that contain BPA. This may be why we have experienced a growing desire for glass bottles. Glass bottles o er several advantages, including the absence of potentially harmful chemicals found in some plastics. These alternatives have gained popularity among parents seeking eco-friendly and sustainable options. Retailers can tap into this trend by stocking a diverse range of bottles to cater to di erent preferences and needs.

Alongside this, sterilising baby bottles is essential for eliminating harmful bacteria and ensuring baby’s health. As this is a daily routine, parents will seek sterilisers that e ectively kill germs and sanitise bottles, nipples, and paci ers quickly and e ciently. Products with features like steam sterilisation or UV light technology are popular choices due to their e ectiveness and ease of use.

With today’s parents leading busy lives, they value products that are user-friendly and easy to operate. When selecting baby bottles and sterilisers, they look for designs that are simple to assemble, disassemble, and clean.

What are the main concerns that can cause parents anxiety when bottle feeding? And How do modern bottles assist with these by way of design and functionality

Infant colic can be extremely distressing for both baby and parent and long bouts can cause family tension, due to parent/carer sleep deprivation, stress, anxiety and even depression. Thankfully babies usually grow out of colic around 12 weeks of age.

When introducing bottle feeding to a breastfed baby, some mums are concerned that it may interfere with the breastfeeding relationship and being able to switch back and forth between the breast and the bottle. To help alleviate this, Dr. Brown’s bottles have a breast-like teat shape, which is correctly contoured for a proper latch and a more natural bottle-feeding experience, so it’s perfect for switching from breast to bottle and back again if you’re expressing!

Milk ow is another concern, but again, Dr. Brown’s teats and unique vented bottle system are specially engineered to o er the same consistent natural ow, so both you and baby know what to expect in every feed.

Naturally one bottle or teat doesn’t suit all, how do you feel are brands overcoming this?

Just like breasts and nipples, bottles and teats come in many di erent shapes and sizes.

Dr. Brown’s o ers the option of Wide and Narrow Neck Bottle designs. Here is the UK, the more traditional style is ‘wide neck’ which has a larger diameter with curved indentations on the side to make it easier to hold, however, some babies and parents like the sleek, long design of the narrow neck bottle. These can especially be more suited to babies with feeding di culties too.

Additionally, as parents become more eco-conscious, glass bottles are also rising in popularity. Dr Brown’s glass bottles have all the same qualities parents love about their plastic anti-colic bottles, including the same soft silicone teats, which have a 93% acceptance rate, and 100% vacuum-vent system, but with the added bene t of also being made from pharmaceutical-grade glass, that’s both heat and shock resistant!

Ultimately, it’s simply down your own preferences, lifestyle, and feeding expectations.

When we consider that a percentage of parents will decide to breast feed alongside bottle feeding, how are teats currently designed to help prevent ‘nipple confusion’?

A bottle teat with the wrong ow rate could be more challenging, resulting in baby seeming to refuse the bottle by pulling away from it when they are in fact just trying to lower the ow. There’s also the issue of baby getting accustomed to a faster ow from bottles, which could inhibit them from going back to the breast. To avoid “ ow preference,” it’s all about getting the right bottle teat ow.

Teat confusion can be avoided by starting with the lowest teat level that has the slowest ow available and then adjust accordingly.

Most bottle brands o er a variety of di erent “levels” or nipple ow rates that are recommended for certain ages. Of course, the age recommendations are just suggestions; every baby is di erent. Dr. Brown’s contoured breast-like shape encourages a proper latch for a more natural bottle-feeding experience. Designed alongside medical professionals, the correctly contoured breast shape and highgrade, soft silicone o er a more comfortable feeding experience and help to avoid nipple/teat confusion

Mix and match

The BIBS Baby Glass Bottle o ers versatility with mix-and-match sets, allowing use with various teats and colours.

Made of durable borosilicate glass, these bottles withstand temperature changes and avoids releasing harmful substances. The natural rubber teat resembles BIBS’ COLOUR paci er. The ‘Complete Set’ includes a glass bottle (225ml or 110ml), cap, teat, milk lock, screwcap, and foldable funnel for easy lling with minimal waste. All parts can be bought individually. Teats are available in di erent ow rates to accommodate preferences and feature an anti-colic valve. Display options for stunning in-store presentations available. For enquiries, contact   uktrade@bibsworld.com | www.bibsworld.com

Mimics the breast for natural feeding

MAM’s Easy Start Anti Colic Bottles encourage a seamless switch between breast and bottle feeding.

The SkinSoft silicone teat is accepted by 94%1 of babies – as the at, symmetrical shape mimics mum’s breast, so that bottle feeding is just like Mum. The innovative vented base ensures an even drinking ow, which allows babies to remain calm and relaxed without swallowing in air, reducing colic in 80%2 of cases. These clever little bottles also self-sterilise in as little as 3 minutes, making them perfect for on the go.

Conveniently sterilise up to 6 bottles and accessories at one time, with MAM’s Electric Steriliser and Express Bottle Warmer. The compact steriliser can be transported easily and is perfect for electric, microwave or cold-water sterilising. The warmer features 4 di erent warming functions: express for formula, gentle and defrosting for breastmilk and a clever keep warm function too.

1Soothers: Market Research 2010-2023, tested with 1,588 babies.

2Colic: Field study. Austria 2011, tested with 73 mothers of colicky babies/Market research, USA 2010, tested with 35 mothers of colicky babies. SanamSangha@mamuk.com | www.mambaby.com

Clinically proven

Anti-colic prevention with Dr. Brown’s

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

Bottles are available in a variety of eye-catching colours and creative designs including the Flora & Fauna designed bottle collection. Featuring delightful designs including Woodland rabbits and foxes; jungle elephants and tigers; ocean adventures with octopuses and whales, with attentiongrabbing paw prints, owers, sea life, leaves and trees, they’re set to enchant little eyes and make these bottles a favourite.

Contact Rebecca Atkinson on the below for further information.

rebecca.atkinson@babycentral.co.uk www.drbrowns.co.uk

Convenient sterlising technology

The Baby Brezza Steriliser Dryer brings peace of mind to parents with its advanced technology and convenience.

This innovative device o ers a hassle-free solution for sterilising and drying baby bottles, soothers, and other feeding accessories. Using natural steam, it eliminates 99.9% of harmful germs, ensuring baby’s health and safety. With its spacious interior and customisable settings, it accommodates various bottle sizes and materials. The one-touch operation and automatic shut-o feature make it user-friendly, while the sleek design adds a modern touch to kitchens.

sales@cheekyrascals.co.uk

COFFEE BREAK

Nursery Today caught up with BIBS Country Manager Brett Capon (UK & Ireland) to gain further insight into bottle feeding, what parents are looking for and of course what anxieties they may have.

What are the main concerns that can cause parents anxiety when bottle feeding?

Navigating bottle feeding for the rst time can understandably come with a fair amount of fear and apprehension. Some common concerns might include worries about teat confusion, ensuring proper bottle sterilisation, using safe materials, and whether bottle feeding can o er the same level of bonding and comfort as breastfeeding.

At BIBS, we want to make sure that every family feels fully prepared for the journey ahead, with total peace of mind. With the right products, guidance, and a little bit of patience, these concerns can all be addressed and empower parents to con dently navigate this new territory while providing the best care for their little ones.

Is a main concern perhaps colic? What innovation are we seeing within design to help alleviate this?

Yes, colic is another common concern among parents, a ecting about 1 in 5 babies. Colic refers to excessive, unexplained crying in otherwise healthy infants, often lasting for extended periods during the day.

Experts recommend minimising air intake during feedings to help prevent it, which is where an “anti-colic” valve comes in. These are teats that have been specially designed with features to reduce the amount of air a baby swallows while feeding and helps ensure the best milk ow for your baby. Is it important as a brand to o er varying teats with regards to ow?

Very. O ering di erent ow rates is essential for parents who want to accommodate their babies’ changing feeding needs and unique preferences.

The ow rate refers to the size of the hole(s) in the teat, a ecting how quickly milk ows into a baby’s mouth. Newborns typically prefer a slow ow because it mimics the natural pace of breastfeeding, allowing them to regulate their intake more easily and prevent overeating. However, as babies grow, they may prefer a

faster ow. That’s why it’s important to monitor any changes in feeding behavior or signs of fussiness to determine when it might be time to switch ow rates.

When we consider that a percentage of parents will decide to breast feed alongside bottle feeding, how are teats currently designed to help prevent ‘nipple confusion’?

Nowadays many bottle teats are specially developed to closely resemble the breastfeeding experience. For example, the BIBS Baby Bottle features a teat with a round shape that supports a similar tongue placement and sucking technique as breastfeeding. Made from natural rubber latex, a exible material that mimics the soft texture of a natural breast, it also provides familiar comfort.

Finally, do you also feel that as an industry we provide su cient information and assistance to parents who choose to bottle feed?

Yes, I believe we do. Having recently exhibited at The Baby Show at London’s Excel along with MAM and Tommee Tippee, it was clear new parents were there looking for our guidance and advice.

Many expectant mums were keen to understand exactly what they need to start their babies feeding journey without investing in unnecessary amounts of product or equipment. Our role is to listen, o er our advice and guide them to the right purchasing decisions. Many mentioned this was an area of concern for them, so we were only too pleased to see many leaving our stand feeling far more assured.

Our innovative vented base supports a

and smooth drinking flow. The

also self-sterilise in just 3 mins, to

In safe hands

Getting your news out into the world can sometimes prove quite a tricky business with an endless list of pressing things to do. Fear not, as a trade sector Nursery has the perfect PR companies at your disposal. They know and understand our industry and take the pressure o and can do all your promotion for you.

From contacting the necessary press to marketing online, here is a selection of good PR companies who know exactly who and how to get your news, deals, o ers and promotions read by the right people, something that will only help you and your sales succeed.

Bursting with passion

bumpPR’s down to earth, friendly, and enthusiastic approach to PR ensures they remain one of the leading PR agencies in the nursery and children’s sector, working with some truly iconic family brands. Having supported brands to ourish for nearly 15 years’, the award-winning agency, with its vibrant team of seven, is continuing to evolve its services, covering traditional PR, in uencer and celebrity outreach, events, social media, copywriting and much more!

Priding itself on having long-standing relationships with many of its clients (some for over a decade!) bumpPR represents a number of iconic brands including Medela, Snüz, The Little Green Sheep, Ladybird Books, and Polarn O. Pyret, to name a few. However, the creative team, who have more than 45 years PR experience between them, are equally well-versed supporting starts ups in the sector too.

The small, dedicated team ensures each client is made to feel important, with bespoke planners being thoughtfully created to seamlessly support individual brand’s marketing objectives. Whether it’s a long-term, integrated PR strategy, a one-o product launch including an event, or a cheeky social post, bumpPR will ensure that your company, product or service gets credible exposure in all the relevant places. In other words, they’ll get the right people talking about you.

For more information contact the below.

lisa@bumppr.co.uk

www.bumppr.co.uk

Your story, their expertise, success together

The Pebble PR & Marketing Agency is a fully integrated creative communications agency o ering a suite of PR, Marketing, Digital and Creative Services.

Diversity comes in many forms, the team at Pebble PR do not shoehorn your business into a ‘one size ts all’ package. They think, strategise, plan, execute and ensure a return on your investment.

Their exible working approach, clear reporting and transparency builds genuine, long lasting relationships which will deliver tangible business impact.

Using their creative air, they turn your insights into amazing ideas which connect your brand with your target audience.

If you are looking for a fresh, innovative and exible approach to your PR and Marketing activities, contact The Pebble Agency today.

Tel: 07874 259261

leah@thepebble.agency

www.thepebble.agency

Finger on the pulse

Welcome to the award-winning agency The Media Snug, where PR meets personality in the vibrant world of the baby industry!

The Media Snug are not your average PR agency – they’re a fun and dynamic team dedicated to getting your brand noticed in all the right places.

With their finger firmly on the pulse of the industry, they’ve got the contacts, the creativity, and the charisma to make magic happen. From one-to-one chats with journalists to influencer partnerships, they’ve got your back.

The dynamic team don’t just wait for opportunities; they go out and grab them with both hands! Whether it’s with proactive PR pitches or scoring those coveted spots on online review sites, they’re all about making waves.

But that’s not all! They also offer top-notch marketing services to complement their PR efforts, ensuring your brand shines across all channels. So, if you’re ready to inject some energy and excitement into your brand’s PR and marketing strategy, have a chat with the friendly team at The Media Snug!

Tel: 01462 530333 hello@mediasnug.com

Vista, the brand building experts in the family market.

Vista works with family brands from retail to food, health to hygiene, toys and entertainment to fashion and sustainability. Vista’s messaging strategies, creative ideas, media coverage, digital marketing and influencer partnerships combine to improve commercial performance. PR agencies talk about using stand-out creative to ‘cut through the noise’. Vista talks about emotion, about drawing people in. If a brand communication doesn’t trigger an emotional response, then it won’t connect, or be remembered. Vista advises brands not to be just another noise maker, but to be a trigger point.

Operating with the highest standards of integrity, Vista will help your brand make meaningful connections with the people you need the most.

“If you need a new PR agency, Jane and her team are incredible.”

Dannielle Barclay, Communications Director, Micro Scooters.

“We are under no illusion of the part Vista has played in our growth. We work with an open and honest dialogue, and absolute trust.”

Luisa Rollins-Svensson, Consumer & Trade Marketing Manager, Graco UK

“Our SEO tech team are thrilled with how Vista’s backlinks and blogs perform. We’d be lost without them.”

Kate Piennar, Marketing Manager Start-Rite Shoes

“Any brand that has Vista representing them is already a step ahead. If I could have only a handful of PR numbers, they’d be among the first I’d add.”

Heidi Scrimgeour, Journalist

Contact Jane Pavia-Davis on the below for more information.      jpd@vistapublicrelations.com www.thevistavillage.com

Building brands, driving sales

Azaria – Media. In uencers. Social. Digital.  All your Marketing Support Under One Roof.

Azaria is a UK leading family specialist PR and digital marketing agency. With a proven track record, Azaria helps build brands and drives sales through targeted multi-platform campaigns.  Well known amongst the media, in uencers and celebrities, it is the go-to agency for all-things family.

Its client portfolio spans big and small including VTech & Leapfrog, Cosatto, Vital Baby, Baby Central to name but a few. From strategy to content to execution, Azaria handles it all. With years of experience its expertise includes:

• Media relations

• Product launches

• Celebrities & in uencers

• Social creative content and advertising

• Digital media content & advertising

• Awards

• Sampling

• Brand & expert partnerships

• Product placements

…and much more.

Clients can take advantage of Azaria’s comprehensive in uencer database, which combines data-driven insights and innovative tactics to produce meaningful relationships between brands and creators. Whilst its digital marketing service includes Facebook Retargeting, Google Shopping, Search and SEO, to deliver fully-rounded campaigns that drive web tra c and product sales.

Their annual Family Report reveals current UK trends and market insight, con rming Azaria has the knowledge behind its expertise to deliver truly excellent results.

hello@azariapr.co.uk www.azariapr.co.uk

Dedicated & Creative Brand Specialists

Clareville PR is an award-winning creative London PR agency with specialist knowledge of Baby & Parenting PR.

For a tailored and creative approach to your PR,

reach out to Clareville PR today.

ering a full spectrum of services ranging from event management and digital

Tel: 03333 051 020 hello@clareville.co.uk www.clareville.co.uk

and

Clareville’s clientele includes renowned brands such as Maxi-Cosi and Rascal & Friends. With backgrounds in media, publishing and PR, the dedicated creative team boasts collective experience of more than 50 years. The team works with clients in the UK, the US, Central Europe, and as far a eld as New Zealand. Their comprehensive services encompass traditional PR, in uencer marketing, social media management, and bespoke content creation. Clareville is part of CI Group, a full-service communications group comprising six specialist agencies o

strategy to data analytics and design, UX and development. Meaning that their clients’ have a variety of other services at their ngertips.

marketing,

in uencer activities,

Alison Ledger Iliana Olymbios

Nadia Cohen

BPA notice board

New FREE business support service for members

The Baby Products Association is delighted to announce a new partnership with Croner providing a valuable FREE business resource for its members.

Croner is an award-winning HR, Employment Law and Health & Safety advisor and as a member you can bene t from complimentary advice. Croner is in a unique position to o er support and advice to employers of permanent employees, freelancers and self-employed workers.

The free services includes a 24/7 helpline regarding subjects such as conduct queries, sickness and absence, redundancy, dismissal,

legislation changes and contracts. There is also advice on all aspects of Health & Safety, commercial legal support including subjects such as GDPR, data protection, commercial contracts, insolvency and property, plus free monthly seminars on numerous pertinent subjects.

As well as the free services on o er, Association members can also access preferential rates on important resources such as HR software, Health & Safety software, tribunal support, Croner Face2Face on-site and in-person support and guidance through challenging HR meetings, SafeCheck and Insurance.

If you are a Baby Products Association member and would like more information about Croner’s services, please login to the member’s area of the website at www.b-p-a.org

Importance of soft skills in the workplace

Soft Skills are essential for success in any job, regardless of the industry or position. These skills enable individuals to work e ectively with others, manage their workload e ciently, and adapt to changing circumstances. With the ongoing development of technology such as AI, it’s essential to remember the importance of the ‘human skills’ employees o er. Within the below article, Croner has put together the facts and guidance surrounding soft skills in the workplace.

Examples of Soft Skills

Soft skills are personal attributes that enable individuals to e ectively interact with others in a workplace environment. Soft skills are intangible and subjective qualities that cannot be measured or quanti ed like hard skills.

Some of the most common examples

are:

• Teamwork

• Con ict Resolution

• Active Listening

• Adaptability

• Leadership

• Critical thinking

• Problem Solving

• Time Management

• Creativity

Why are soft skills so important?

Soft skills can signi cantly impact sta performance if these abilities aren’t developed and nurtured. They are often overlooked in favour of hard skills, such as technical expertise, but they are just as important. LinkedIn reports that 80% of businesses say that soft skills are increasingly important to their company’s success. Individuals who possess strong soft skills are often regarded as more reliable, trustworthy, and likable, which can lead to better relationships with colleagues and supervisors. Soft skills are also important for personal growth and development. By improving these skills, individuals can enhance their relationships outside of work, such as with friends and family members. Furthermore, soft skills such as empathy and emotional intelligence can lead to greater self-awareness and self-improvement.

How can you encourage soft skills development?

Soft skills are often developed through life experiences, practice, and self-re ection, but there are things you can implement in the workplace to encourage this. A 2018 McKinsey survey found that 66% of

respondents believed that retraining was important to resolving skills mismatch. This can be implemented through activities such as training programs, team building sessions and personal development plans. It’s also bene cial to create a culture of mentorship within the workplace, as leadership mentoring can lead to the transfer of soft skills. Employees should feel comfortable seeking feedback from colleagues and supervisors with the aim of bettering their skillset. For employees who are developing areas where their soft skills are lacking, its vital to o er them a safe and secure environment where they can practice and fail with soft skills. This means avoiding punishment and providing constructive feedback instead.

In summary

Overall, soft skills are crucial for success in the workplace. It is important as an employer that you help individuals to recognize the value of these skills and actively work on improving them. By doing so, they can enhance their job performance, job satisfaction, and overall success in their careers. As a member of the Baby Products Association, you can access complimentary telephone support through Croner. Looking for further support on how to improve sta performance? Contact Croner’s expert advisers today –members can access the telephone number and membership reference number by logging into the membership area of the website at www.b-p-a.org

SAVE THE DATE

The Baby Products Association’s Annual General Meeting takes place in central London on Wednesday 19th June 2024. As always, a great line up of speakers is planned, together with the opportunity to network with colleagues in the industry.

More information will follow in the coming months – but save the date!

Robert Anslow Managing Director

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

Sponsored by

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

The best seat in the house

Subtle curves and soft textures are an easy way for parents to transform their nursery into a cosy sanctuary, and CuddleCo’s latest colourway in the Etta nursing chair does just that.

The Etta Boucle Nursing Chair in O White has proven popular both online and in-stores and we predict the new Mushroom colour to do the exact same! This beautiful rocking nursing chair has a soft-to-the-touch, beige, boucle nish and welcoming wide armrests. Etta is the perfect spot for parents to nurse their baby or rock them to sleep. Plus, the new neutral colourway will complement any nursery interior.

sales@cuddleco.co.uk

On the go

An exciting development on the iconic Janod Magneti’books, Magneti’stories o er a cost e ect magnetic game that is perfect for travel and on the go.

Simply unfold the board to reveal a colourful backdrop, ready to create an abundance of imaginative stories with 30 magnetic characters to move around the board and set up in di erent scenarios.

Folding down to the size of a book that will easily fit in a child’s rucksack, the Magneti’stories are available in 8 fun designs including pets, dinosaurs, fireman and the farm to name a few – little one’s will want to collect them all! For sales enquiries please contact the below.  sales@juratoys.co.uk

Flip, Fold & Dine

Ickle Bubba’s eagerly awaited Flip Magic Fold Highchair lands in stock next month.

Compact and slimline, this stylish highchair is perfect for parents who need the best features without taking up too much space. With a quick and easy one-handed fold, the highchair quickly folds to a width of just 7cm, easily tting in the tightest of kitchen spaces. Available in pink, sage green or pearl grey – the highchair is designed to complement any interior scheme and it even comes with a removable tray and wipe clean removable cover. sales@icklebubba.com

Making light work of travel

Weighing in a t just 2.5kg the new PIPA lite makes light work of car travel.

To be used alongside the BASE next, the PIPA lite o ers ultimate safekeeping with extensive safety features including True lock base, Side Impact Protection (SIP) and Aero ex foam, all in an ultra-light package.

The PIPA lite is also compatible with all Nuna pushchairs to create the ideal travel system for busy modern life.

The PIPA lite is available in Caviar. www.nunababy.com

Exciting new arrivals at Rainbow Designs

New arrivals this spring include the new Disney Baby Lion King collection and the eagerly awaited Animal Adventures Safe and Soft, and Under the Sea ranges.

To commemorate the 30th Anniversary of Disney’s The Lion King, Rainbow have launched an adorable Disney Baby Lion King range that includes the super cuddly My First Simba Soft Toy, Comfort Blanket and Ring Rattle, as well as the adorable and stimulating Simba Sensory Play Mat, with peek-a-boo ap and baby safe mirror.

The new Animal Adventure range of Everyday Softs for Baby has arrived! Now available is the unique and stylish, the Safe and Soft range of infant soft toys that has been crafted with care, to create the perfect first cuddly friends for babies. The adorable Elephant, Puppy and Bunny characters have been created with patented, soft antibacterial and hypoallergenic fabrics, so parents can have a peace of mind knowing the products their little ones hold are safe and clean. The Safe and Soft toys resist both odours and stains, and are tested against the common bacteria strains, to ensure they are as safe as possible against baby’s skin. Also available, is the colourfully cute Under the Sea range, features the softest and most adorable Octopus and Turtle in a variety of nursery soft toys, with tactile textures to stimulate the senses, and cute features to encourage sensory exploration.

Tel: 01329 227300

www.rainbowdesigns.co.uk

The petite package for travel

Meet a petite package that has been designed to tag along on all journeys, from birth to big kid. Lightweight and compact, the pact pro is the ideal travel companion.

Suitable from birth to 22kg, the pact pro is a 3in1 stroller that also combines with the Joie infant carriers and carry cot, as well as a forward-facing seat mode to see them all the way through from tiny to toddler.

From snoozing flat to upright and taking in the sights – and every angle in between - the intuitive backrest offers a customisable recline to suit even the fussiest of travellers. The adjustable leg rest offers cushy calf support to keep them comfortable while the UPF 50+, water repellent canopy will keep you rolling no matter the weather. uksales@joiebaby.com

www.joiebaby.com

Keeping it Peachy this Spring!

Kaloo launches Sage and Peach colours in its best-selling Lapinoo bunnies.

Kaloo, the experts in the most charming soft toys and comforters, is delighted to launch two new colour options in its iconic and best-selling Lapinoo bunnies, just in time for spring! Perfect for the season of new beginnings, the brand welcomes the soft hues of sage and peach, ready to hop into little one’s homes at a moment’s notice!

Gender neutral (so perfect for gifting during pregnancy) and totally on trend for any contemporary nursery décor, the two new colours not only look simply adorable, but will also make for a precious, keepsake gift for any spring babies or first birthdays.

The charming Lapinoo bunnies uniquely feature super soft, extra-long ears that can

be tied and hung anywhere to ensure they are always part of the adventure! When not in little one’s arms, Lapinoo can be attached to a pram for a spring stroll, or on the cot to join for every snooze!

With the new stylish sage and precious peach joining the range, families can now choose from 11 muted colours across both sizes (small or medium). Also available in an adorable comforter, the Doudou Rabbit, Lapinoo is perfect for cuddles from birth and are the ideal gift for a baby shower, newborn or first birthday. www.kaloo.com