Nursery Today May 2019 by Lema Publishing

MAY 2019 ISSUE 8 VOLUME 22

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Introducing milkymeter

Warm babyâ&#x20AC;&#x2122;s milk in seconds

TOO COLD

READY TO DRINK

TOO HOT

Meet milkymeterË&#x161;. The worldâ&#x20AC;&#x2122;s first thermometer for use in your microwave. Milkymeter measures the temperature in the milk while it is being warmed in the microwave. When the milk is ready, milkymeter flashes a bright green light. Milk is warmed safely in seconds and has the right temperature.

For all sales enquiries, please contact milkymeter UK on 07545 868050 or e-mail: Kate@milkymeter.com

contents the team Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

MAY 2019 ISSUE 8 VOLUME 22

Contributors

Re g ul a r s

News file Retailer Pro 12 p Talking Sho 32 apshot Supplier Sn 37 cts New Produ 48 roducts The Baby P 50 n Associatio

Anthony Temple looks at the importance of raising product awareness and how lucrative this can be for retailers.

Mark Naish mark@lemapublishing.co.uk

Ross Hewitt This issue Ross Hewitt asks if you have embraced the powers of Social Media and takes a look at how they are currently used as marketing tools.

Chairman

Barking Mad This issue John Barker discusses why reports by Which? can confuse the consumer when we look at car seat safety standards.

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Managing Director

Rainbow Designs

Intelligent Retail David Fairhurst runs us through why getting the right domain name is so important.

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Robert Thomas robert@lemapublishing.co.uk

SnapDragon Part three of an exclusive three-part series for Nursery Today. Rachel Jones shares her practical advice on the dangers of cheap knock-offs, as well as hot tips on how brands in the nursery sector can protect themselves online.

Lema Publishing Ltd

The Insights People Jenny Kieras askes is WhatsApp on your retail radar.

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

Cover Story

www.nursery-today.co.uk

Milkymeter With new technology milkymeter has evolved the way bottle feeding families can warm up babyâ&#x20AC;&#x2122;s bottle. We take a closer look.

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Changing Bags

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editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag

elcome to the May issue of Nursery Today. This month we cover a whole host of topics, including Changing Bags, the wonderful world of Plush, Baby Oral Care and Breast Pumps and Accessories. Changing Bags would appear, from our FanFinders’ mini survey a category that isn’t so brand prevalent but is one definitely focussed on style and function. Of those surveyed, just over 27% stated they considered a brand name important, but more interesting was that more ed this than 70% stated they had researched product category online prior to purchase. With the ability to easily research products online, information hungry mums are becoming better informed. Talking about online activity, this issue we speak to independent retailer James Andrew Prams & Nurseries to find out, since the sad passing of owner Andy Briscoe earlier this year, how they are looking to the future. Andy was a firm supporter of customer service and didn’t believe in selling products

Looking for changing bags? We’ve got it covered.

Social media is growing with Instagram now having broken the one billion user milestone!

online, o but as a company t they do operate on social m media as they recognise that this t is vital to any business as t is how Generation X this and a Millennials c communicate with each o other. The memory of Andy t through the values of the company c remain intact, with the t company firmly focussed o the future. Turn to page on 12 1 to read more. Of course, there is no d denying the strength that s social media plays within our i industry. Ross Hewitt this m month runs us through the varying platforms that are currently being used to reach customers and how they can be best utilised for any company - whether you are a retailer, supplier or manufacturer. Instagram for example, at the start of 2016 had around 400 million users, with this increasing rapidly and they have now broken the one billion milestone! You can read Ross’s article starting on page 30. You will also have noticed that our cover this month features Milkymeter. This innovative company have brought a ‘first’ to market with their milk thermometer, which through clever technology enables the user to ensure that milk is warmed to the perfect temperature every time! Take a look by turning to page 14. Although we are in May, now is the time to start focussing on Kind Und Jugend. Are you looking to visit or exhibit? If the answer is yes, by booking flights and accommodation in advance you are likely to secure better rates. Registration is now open to attend. Visit www.kindundjugend.com for further information. The Baby Products Association have announced that TAP grants are available to those who are opting to exhibit within the

UK Pavilion or within the show halls and they are on hand to assist. It is also worth bearing in mind that these grants are open to every business in the industry which meet the Department for International Trade’s (DIT) criteria. However, you must provide proof that you have secured a stand at this exhibition. More information about applying for a TAP grant, including eligibility and an application form, can be found at www.thebpa.eu and you will find all information under the ‘Trade Access Programme’ tab. Finally, at the time of writing, there is no news on the imminent birth of the Duke and Duchess of Sussex, Prince Harry and Meghan Markle’s baby. The couple took the decision to keep details about the birth low key. However, from reports, we do know that baby Sussex is likely to bring a huge cash boost to the UK economy. According to Professor Joshua Bamfield, director of the Centre for Retail Research, Prince Harry and Meghan Markle’s baby will increase spending in childrenswear and infant products by about £1.125bn over a two-year period.

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news Chicco continue to grow with increased marketing spend Building on its success of its 60th anniversary year in 2018, Chicco has invested heavily in creating a fully integrated marketing plan across each sector to support its ongoing growth and celebrate its newest innovations. As part of the multi-million pound advertising and marketing drive, Chicco returned to National TV screens to promote its award winning Next2Me side sleeping crib, with the advert airing in prime time slots on key TV channels, including Channel 4, ITV Digital and more than 50 Sky channels. Coinciding with the recent launch of the Next2Me Magic, the side sleeping National TV campaign has been supported by an integrated approach to media, digital and in-store activation, designed to increase brand awareness of both the existing and new products within the Next2Me range. In addition, a full digital campaign has also been implemented to promote the benefits of the Next2Me range and drive consumers to online retailers where they can purchase the new Next2Me Magic and other Chicco sleep time products. Recognising the importance of engaging with its audience, Chicco launched a social medial campaign to raise awareness of side-sleeping during National Sleep Month. Reaching over two million people, the activity included live Q&As held on the Chicco and Mothercare pages, as well as competitions to celebrate the new Next2Me Magic and other sleep time products. Mitch Levine, Managing Director of Artsana UK and Ireland, commented: “Following a hugely successful 2018 for Chicco, we wanted to ensure that we are maximising sales opportunities through an engaging marketing approach in 2019. This year has already seen the launch of the Next2Me Magic, as well as Chicco’s return to TV screens. With an exciting year ahead, the significant investment in the brand and the products will help raise awareness amongst consumers and continue to drive sales for our loyal retailers.” For more information on Chicco products, visit www.chicco.co.uk

Week to wean The aim of National Weaning Week (6-12 May) is to offer a supportive week and forum for families, experts, retailers and brands to come together and talk about weaning. Last year Weaning Week attracted attention from a number of retailers, brands and healthcare trusts, with a reach of 7.8 million on twitter alone. Weaning Week is looking for sponsors, content contributors, giveaways and to review products as part of the National Weaning Week campaign. If you would like to partner in some way, contact yum@weaningweek.co.uk or call 01462 530333.

Feeling regal at huggle The Duke and Duchess of Sussex, who married in Windsor last May, are looking forward to welcoming their first child any day now. As we all wait to hear the news of this very special arrival, and with the Royal baby set to give the UK Nursery industry a welcome boost, the team at huggle welcomed ITV Tonight and Emma Bailey from Mother & Baby magazine to their London store to take a look at some product trends in the nursery sector and which baby products they might need.

Feel like a star with Munchkin Baby lifestyle brand, Munchkin, is making waves with mums around the (showbiz) world as various celebs show how Munchkin enhances their lives. From across the pond, where everyone’s favourite funny mum Chrissy Teigen and her adorable daughter Luna are both fans of Munchkin’s Miracle 360° Sippy Cup, to good old Essex where TOWIE star Ferne McCann and her daughter, Sunday, love the Munchkin Miracle 360° Trainer Cup – Munchkin really does think of something for everyone with their fun and bold designs for babies and toddlers. All products are available in a range of colours. For more information and to view the complete Munchkin range visit www.munchkin.com

Royal seal of approval for Shnuggle

Shnuggle has been honoured with a Queen’s Award for Enterprise 2019 in the category of ‘International Trade for Outstanding Short Term Growth in overseas sales over the last three years’. “We are absolutely thrilled at winning such a prestigious award” said Sinead Murphy, Co-Founder of Shnuggle. “We have believed in the Shnuggle dream since before our early beginnings in 2009 and have worked tirelessly to create a brand that is trusted and loved around the world and that, more importantly, is designed to really help new parents and be an inspiration to others. We thank Her Majesty The Queen for her selection and we can’t wait to fly the emblem flag proudly!” The award will reflect the tremendous opportunity Shnuggle has given Belfast in terms of raising its business profile and in providing jobs and opportunities for the local community. Now a 15-person strong team at its Head Office in Newtownards, Shnuggle also operates its own warehouse in the same area, distributing Shnuggle products worldwide. Web: www.shnuggle.com

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Perfect partnership for Beaba Multi-award winning weaning and feeding brand BÉABA, has teamed up with UK specialist registered dietitian and media spokesperson, Nichola Ludlam-Raine to help parents during the weaning process, together with promoting the health and nutrition benefits of homecooked foods. Nichola Ludlam-Raine said: “Moving away from milk to feeding an increasingly hungry baby can be one of the biggest challenges parents face every day, especially when trying to provide healthy meals quickly. I am delighted to be working with Beaba during this exciting milestone for my son, Henry. It’s my passion to create delicious and nutritious food combinations for myself so I am so excited to be able to now do this for him!” Discussing the partnership, Natalie Jackson, VP Sales & Marketing Manager, Beaba UK commented: “At Beaba we are passionate about promoting healthy eating habits for families. As Nic is an expert dietitian, as well as a parent embarking on her own weaning journey for the first time, she is perfectly positioned to give real life, real time insight during this important time.” For trade enquiries contact: cath.needham@beaba.com

A royal pledge

In celebration of the imminent arrival of Baby Sussex SweetDreamers is royally honoured to introduce you to ewan’s limited edition and truly regal flock. These majestic sheep have an exclusive golden crown ‘Royal Baby 2019’ embroidered tab, and there’s only ten available! As soon as the royal birth is officially announced, the limited edition ewans, which have been specially made to commemorate the future Prince or Princess, will be going on sale. Anyone has a chance of getting their hands on this special ewan, you simply need to go to www.sweetdreamers.co.uk and place your order, but you must be quick, as these one of a kind ewans will be gone in a bleat. All proceeds from the sale of these ten ewans will be donated to Well Child, one of the Duke and Duchess’ chosen charities they’ve asked the public to support in honour of their baby. Well Child is the national UK children’s charity making it possible for children and young people with exceptional health needs to be cared for at home instead of hospital, wherever possible.

Very Hungry Caterpillar at JoJo Maman Bébé Rocket Licensing, the licensing agent for Eric Carle’s The Very Hungry Caterpillar in the UK and Eire, has announced a major direct to retail (DTR) licensing agreement for the much-loved caterpillar with JoJo Maman Bébé. The first-ever JoJo Maman Bébé The Very Hungry Caterpillar apparel range, aimed at children aged 0-6, is available in more than 90 JoJo Maman Bébé stores nationwide and online from the 1st of May.

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news Raising awareness Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, looks at the importance of raising product awareness and how lucrative this can be for retailers. roduct awareness is absolutely crucial to sales – for a purchase to be made the buyer must first be aware that the product exists. Part of our responsibility as a manufacturer, is to aid retailers by elevating product awareness as a key part of our consumer marketing plan. In previous articles we have looked at how shopping habits have changed over the years and also in this era of technology how the parents of today research heavily before they buy, using online apps and tools including social media. Therefore, it is vitally important to ensure potential customers have as many opportunities as possible to not only see the products but also seek the opinions of others. Recognising all of this, over recent months we have been working collaboratively with leading babywear supplier, Paul Dennicci. With many renowned nursery licenses in common we have been able to support Dennicci on their new collection launches with the inclusion of our nursery toys in beautiful gifting boxes to key influencers. The coverage, quality and reach of the outcomes has been impressive and the visual awareness of the brand and all the products within it, truly special. As we know, the nursery sector is heavily dominated by licenses, essentially renowned and much-loved characters who both parents and little ones adore. Every parent wants the best for their baby and so are naturally drawn to those the nursery brands that exude the values of not only love and nurture but also quality, trust and innocence. For retailers, one of the major benefits of supporting brands that have stood the test of time such as Peter Rabbit, Guess How Much I Love You, Miffy and The Very Hungry Caterpillar, is the ability to capture, and most lucratively, retain the consumer throughout the early years of their child’s life. This creates numerous sale opportunities with multiple product formats that cater for all aspects of the newborn and nursery phase.

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The Joie of sport Pupils from Millstead Primary School, a special educational needs (SEN) school based in Liverpool, received a surprise on 30th April when LFC Legend Jason McAteer paid them a visit to help deliver a sports session with a difference. 30 children, aged between 6-10-years old, joined Jason for some fun coaching and activity sessions specifically developed to help them better interact with their surroundings, such as throwing and catching exercises with sensory balls, target practise and knocking skittles over. As part of the LFC Foundation’s Respect 4 All programme, the club’s Official Family Partner, Joie Baby, have teamed up with the club’s official charity to deliver weekly SEN sports and activity sessions for children and young people with complex and additional needs. David Welsh, Managing Director at Joie, said: “We’re passionate about bringing joy to families, whether through our products or brilliant initiatives such as this. Sport is a powerful way to help these children interact with their surroundings and develop new skills. We’re excited to see the impact of the sessions and continue to support the club in delivering them to the children at Millstead Primary School.” Web: www.joiebaby.com

Just in time for the summer holidays

Brand new to Hippychick, My Buggy Buddy has launched an innovative product designed to give parents total buggy freedom when off road. The universal My Buggy Buddy Gliders are ideal for sand, snow, shingle or any surface with the front wheels of a pram may get stuck. The Gliders are designed so they fit all wheels with a maximum width of 6cm and maximum diameter of 30cm. For more information contact Mike Bird – mike.bird@hippychick.com

My 1st Years receive second royal seal of approval My 1st Years are thrilled to announce they have been awarded a Queen’s Award for Enterprise in the Innovation category for 2019. This comes after Prince George was infamously spotted wearing one of their robes. This is not the first Royal seal of approval My 1st Years has received, following the huge influx of sales of their Personalised Blue Gingham Robe after Prince George was spotted wearing it when he met President Obama in 2016 – the robe sold out within seven minutes, and when available again for pre-order sold up to one per second! My 1st Years Co-Founder Daniel Price comments: “We are honoured to have been awarded the Queen’s Award for Enterprise in the Innovation category. To be so highly recognised for our work is a career highlight for me and the fact it is nearing our tenth anniversary makes it even more special.” For more information on My 1st Years visit www.my1styears.com

THE NEW LUXURY OF TRAVEL CYBEX- ONLINE.COM/PRIAM Contact EMEA-UKContact@columbustp.com for more information or to become a stockist.

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retail

JAMES ANDREW PRAMS & NU NURSERIES URSE

Family values With the sad passing of James Andrew Prams & Nurseries owner Andy Briscoe earlier this year, we speak to Store Manager Vanessa Thorley to find out how this successful independent retailer is looking to the future. Can you tell us a little about your store? What was the inspiration behind opening your doors in 2014?

James Andrew Prams & Nurseries Ltd opened it’s doors on 7th March 2014. The owner, Andy Briscoe, had taken early retirement from his job as an accountant for a large construction company and while shopping with his daughter for the birth of his first grandchild, he realised that there wasn’t an independent retailer of new nursery goods in the area, so decided to take on a new challenge and open one. There was about 18 months of research and planning and then two months of rebuilding the show room to have it exactly how he wanted it. The store is named after his first Grandchild as he was the inspiration behind it. Sadly Andy passed away earlier this year, but his last wish was for the store to carry on, so that is what we are doing for him. We have a new director, but everything else remains the same and we are working hard to make the store the success he wanted.

You state you are the only nursery independent retailer in Blackpool, do you envisage this changing? We are the only independent on the Fylde and obviously we wouldn’t want another store to open up on our doorstep, but in business you can’t control what other people are going to do.

Do you have any multiples that operate in your area suppling nursery products? The multiples we have locally are Argos,

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Smyths, Halfords and all the big brand supermarkets. About 20 miles away we have a Mothercare, but we are unsure at the moment if that is one that will be closing.

Are you a destination nursery store and if so, how have you achieved this?

We are a destination store and even five years down the line we still have people coming in and saying ‘I didn’t know you were here’. We did a lot of advertising before we opened and did quite a bit on our Local Radio station in the early days. Mostly now our marketing is by social media and recommendation, but we do attend local baby fairs.

Since opening, have you experienced any notable consumer trends with regard to product categories?

“ We don’t sell

on line as Andy didn’t want to do that when he opened the store. He wanted customers to come through the doors and experience a good traditional customer service experience. ”

The pram brands we sell haven’t changed in popularity since day one really, although everyone wants grey or black now instead of gender specific colours. Quite a lot of people do this so they can re-use their pram, but we have found there is a swing back to not finding out the sex of the baby before the birth. Changing bags and footmuffs now are mostly matching, not universal. The most worrying trend is that car seats appear to be a fashion accessory that has to match the pram, rather than being a life saving item bought for its safety rating.

Do you have a particular product category that performs

exceptionally well for you?

W Without a doubt our biggest selling category iis prams, with car seats a close second.

What has been your biggest achievement since opening?

Our biggest achievement since opening is still being here five years on in a world dominated by online shopping.

You currently don’t sell product online, why is this? p

W don’t sell on line as Andy didn’t want to We do that when he opened the store. He wanted customers to come through the w doors and experience a good traditional customer service experience. His view was that when someone is spending money on a pram, it’s a huge iinvestment that should last from two to four yyears and hopefully double that if a second child comes along, so time should be taken to find out everything about the pram, can the customer work it? Does it fit in the car? Does it suit their lifestyle? A customer can’t be helped with these questions by a website, which partly answers your next question.

How important is social media to your business?

Social Media is vital to every business now, that is how Generation X communicates with each other and they are our target market, so we have to embrace it and get down with the kids.

How important is it to you that your customers receive a strong demonstration of product while in your store?

In-store demonstrations help with all of the above questions and also fits with car seats and feeling the quality of the furniture. Car seats need to be fitted properly to the car and make sure all the padding comes out at the correct time for the child, all of which can be dealt with during demonstrations, we also urge customers to come back to us for regular checks.

As we work in a very emotive sector, how do you manage your customer service?

Our customer service is very important to us. Every customer gets the same service whether they are spending £1 on a card or £,£££’s on prams and furniture. We also have a transparent service, if there is a supplier issue with any item, we keep the customer informed every step of the way, we treat them as we would want to be treated if we were the customers.

Do you feel that new parents research products prior to visiting you?

Some parents do lots of research and know exactly what they want when they come in, some do none and come in store three or four times to look at different things, some change their minds each time they come in. Every customer is unique and we try to help them all come to the right decision for them.

Are they looking to you for a price match policy? What are you views on this?

Some want a price match and even stand in store with their phones out searching in front of us. That is rude, and is usually to price match an on-line retailer that doesn’t have the same overheads as us. They come to us to feel the quality and learn how it all works, then expect us to price match someone who doesn’t offer that service. In the case of prams, we build them and get rid of the rubbish too and in the rare

case of an issue, we deal with any returns and provide a loan pram while theirs is away. You don’t get that from an online retailer and it all costs money.

You offer a free car seat fitting check for everyone how does this work for you?

We are very passionate about car seat safety and in these days of online shopping there are lots of people driving around with seats that arrived in a box with no training. All our staff are trained by the manufacturers of each brand we sell. If we can prevent one baby being injured by offering this service to everyone, then it’s completely worthwhile. On the flip side, by offering something so important for nothing, may be next time that person needs anything, they will think of coming to us first and hopefully they will tell their friends about us.

What category do you feel has seen the highest level of innovation over the course of the last 12 months?

It’s quite a few years now since the first self folding pram came out, I thought loads would follow, but they haven’t. The fabrics and the look of prams keeps evolving, but the basic principle of how the chassis works hasn’t changed in years. Most of the research is in car seat safety,

which is of paramount importance, but I did think there would be some new wow pram or cot coming out.

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

We don’t have any exciting plans at the moment, Andy’s passing has been a shock that has left us reeling. Along with the emotional strain of losing him (he was a close friend of many years to three members of our team), the business also has to deal with the practical side of things such as getting all accounts changed over to our new Managing Director, including bank accounts and card machines. We’re all very swan like at the minute, serene on the surface, but working like crazy behind the scenes for a seamless change over. But as I said at the start, his last wish is for the store to carry on, so that’s what we will do. We are a family that is pulling together in the face of adversity.

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cover story Milkymeter

With new technology milkymeter has evolved the way bottle feeding families can warm up baby’s bottle.

Priceless peace of mind ast and present bottle feeding parents experience the challenge of warming baby’s bottle to the right temperature. Picture this, it is nighttime, baby is crying, you are struggling to get the bottle ready quickly, getting it too hot and having to cool down, baby crying even louder. This can now be a headache of the past as the new Danish invention milkymeter has now launched in the UK. Making it possible to get the bottle ready to serve in just seconds.

M ililky meter mea su rews hithlee it te mp er atu re in th e edm ilk e is bein g w arm inthth user m ic ro w ave, an d te llsilk wehen th e stra ig ht from th e rimgh t an d you te mp er atu re is ic ro w ave. sh ould stop th e m

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Milkymeter simply measures the milk temperature in baby’s milk bottle while it is being warmed in the microwave oven. It gives parents real-time information on the temperature development and enables them to stop the microwave at exactly the right time, and to serve milk to baby at the right temperature, ready to drink. Every time. Milkymeter has just received the Red Dot Award for product design, and

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the innovative new technology solution speaks into the spirit of the time and appeals to both the gadget dad, the busy mum juggling work – life balance as well as the first time mum seeking to do things right. They are in general in the market for solutions that makes life easier and help getting things done a little faster and with more confidence. The solutions that already exist can be frustratingly slow. Warming the bottle in the microwave is more than 10 times faster than heating it in a hot water bath or bottle heater. Scientific studies have concluded that warming in microwave cause no damage to human milk or formula if temperature is in control, and surveys conducted by milkymeter show that milk nutrients are in fact better protected if you control the temperature in the microwave than if you use traditional methods. This news will turn old theories about using a microwave on its head and shake up sales for retailers stocking milkymeter. “The consumer and trade response to the product since the launch in March has been strong.” says Kate Harding, sales and marketing manager UK. “Consumers have been pleasantly surprised and impressed with how quickly you can warm milk in the microwave using milkymeter. Giving them the indication they’ve warmed to the right temperature. That peace of mind it gives them, every time is priceless.” Says Kate about the first experiences milkymeter had at the Baby Show London ExCeL. “It was a real eye opener to see that the most eager customers were expectant second time

parents, particularly the Dads. They have clearly done the night feeds before and know this could be a real life saver when baby number two arrives should they already be planning how to feed baby together when Mummy is expressing for example,â&#x20AC;? Kate reports. With a RRP of ÂŁ44.99 milkymeter stands out as more than a gadget. It is a quality electronic aid that fills the gap between the relatively cheap and slow bottle warmers and the expensive preparation machines. In addition, milkymeter offers the option of safe and quick warming of breastmilk with more nutrients preserved. It is only the size of a pen, which makes it easy and convenient to clean, sterilise, take out and about and doesnâ&#x20AC;&#x2122;t take up kitchen space. Something none of the competing products are able to offer.

How does the product work: Milkymeter measures the temperature in the milk while it is being warmed in the microwave, and tells the user straight from the milk when the temperature is right and you should stop the microwave. You pop it in the baby bottle and place it in the microwave. Milkymeter flashes a blue light when you start the microwave. Wait for the blue light to turn green, this means milk temperature is the right one. Stop the microwave stir, twist on the teat and then test as you would normally. Only in a lot less time. The bottle is ready in seconds, feed baby. Milkymeter also has a safety feature meaning it starts flashing a red light if you do not stop the microwave in time and accidentally overheats the milk. Milkymeter uses the microwaves to power a number of digital temperature sensors. This means no battery or charger are required. This also means that it works only inside the microwave oven. Product is BPA free, can be placed in dishwasher and sterilized. Contact details: Kate Harding: kate@milkymeter.com Tel: 07545 868050 To learn more visit: www.milkymeter.com

About Senserna: The Danish company Senserna A/S is behind the innovative milkymeter. Danish engineer Ph.D. Henrik Schneider encountered the issues of milk that was either too hot or too cold when preparing the bottle for his young baby girl. But that all changed when he partnered up with Kristian Lindberg-Poulsen to create milkymeter. The two young engineers have developed and patented Microweter Technology that makes it possible to harvest energy from microwaves and use it to power accurate digital temperature sensors measuring real-time temperature in the microwave. This is the technology used in Milkymeter. The product was first launched in Denmark in 2018 and is in the process of expanding to the rest of Europe. UK launch was 1 March 2019. To learn more: www.milkymeter.com. www.senserna.com.

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focus CHANGING BAGS Picture courtesy of Skip Hop

Changing times Style verses functionality play a pivotal role and a stylish changing bag is now a must have for any discerning mum whilst out and about. Here we speak with some of the industry’s finest to find out more. hanging bags are very much a fashion led staple for many retailers and is a product category that is always on trend. Modern parents are searching for design led products, but these must also offer practical functions and benefits. Faye Anderson (Marketing Associate, Skip Hop UK) has noticed that style is a focus for many, however they also want all those little ‘extras’. “Ultimately, today’s busy parents are looking for a fashion-forward bag that includes those extra practical features that will make their life easier. Appealing bags will be super stylish, perhaps so much so that they can be used as an overnight or handbag, without raising any eyebrows,” said Faye. “Other attractive features include being lightweight - so that its weight won’t add to its heavy contents. They look for versatility, such as converting from a backpack to a satchel, like our Greenwich Convertible Backpack, plus lots of different compartments to keep your essentials separate and a wide open for easy-access to it all.” Natasha Leviton (European Sales Manager, Pink Lining) agrees. “Parents are looking for a bag that is both functional yet fashionable. They want all the necessary pockets and pouches, and inbuilt bottle holders and changing mat in a bag that will last the distance. However, it also needs to look so good they will happily adapt usage as a gym bag/swim bag post nappies.” Of course, part of the practical aspect of a good changing bag is the fabric used - they need to be waterproof when you bear in mind the type of products that will be kept neatly inside. Alex Molyneux (Marketing Executive, Hippychick) told us: “The fabric is as important as the bag itself. It must be lightweight, tough and easy to clean. These

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bags are designed to travel everywhere with parents and need to last, even in all British weathers!” Talking of the great British weather, Natasha feels that today’s changing bag needs to be super durable! “Our customers feedback that they want their bags to be durable and water-resistant. They need to know that their bag can be hung on buggy handlebars day after day and still look good in a year’s time. That they can use their bag whatever the weather (although we would advise tucking it under the buggy protector in a heavy downpour!).” With current trends, we are also seeing a more eco-friendly consumer emerging and this may also be taken into consideration when we look at fabrics. Faye feels the type of fabric used is ‘super important’, but can be a little more complex than one would originally think. “A changing bag needs to be both durable and (ideally) waterproof both inside and out, in order to stand the test of time. Plus, it needs to be able to handle an increased level of spills, dribbles and more! But none of this should compromise the look and feel or quality of a product. Also, it’s important to consider your audience’s values of being kind to the environment, which are becoming more in demand, our eco and vegan-friendly Greenwich Collection ensures you don’t have to compromise on style.” Alex has seen this trend emerging and knows that brands need to innovate with this in mind. “In a world that is becoming increasingly environmentally conscious, vegan leather is a trend that is becoming popular in the changing bag world. Vegan leather has the same luxury look, feel and quality as leather, however weighs a lot less so is therefore much more practical.” With changing bags now clearly a fashion accessory, what are mums seeking - is it function or style? Are

The survey says… Nursery independent specialist FanFinders surveyed 1,000 consumers focussing on Changing Bags. Here’s the results. Did you buy a changing bag?

Yes: 482 (48.2%) No: 518 (51.8%)

If yes to the above question (482 users) : Was the fabric used important to you?

Yes: 372 (77.2%) No: 110 (22.8%)

Did you look for a bag that was also a fashion accessory to suit your lifestyle?

Yes: 362 (75.1%) No: 120 (24.9%)

Did you buy a bag that could be considered unisex?

Yes: 412 (85.5%) No: 70 (14.5%) Did you look at changing bags that were more rucksack in their design?

Yes: 246 (51%) No: 236 (49%) Did you research products prior to purchase?

Yes: 340 (70.5%) No: 142 (29.5%)

Were brands important to you?

Yes: 132 (27.4%) No: 350 (72.6%)

Did you look for a bag that had various pockets and compartments?

Yes: 458 (95%) No: 24 (5%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com

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focus CHANGING BAGS

consumers looking for a bag that can be used as a fashion statement? “Definitely. At a time when a new mother can’t yet fit back into her old clothes, but is sick of wearing maternity style clothing, they need a changing bag that speaks for them/about them,” commented Natasha.“They may not be able to wear all the ‘hot right now’ trends, but they can show the world Alex they care about fashion through their choice of changing bag.” The changing dynamic of this sector has always been followed closely by manufacturers, with one notable being the need to

produce bags that are able to be considered a fashionable handbag. Faye views this category as needing to keep up to date with fashion styles and stay on-trend. “Changing bags need to be practical and functional, as well as stylish, chic and completely on-trend. Style and versatility are the buzz words, as many parents are now Molyneux looking to purchase a changing bag that can also l be used as a handbag and offer that extra longevity for use.” Of course, this is also a category where brand names play a role, but are consumers looking for

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environ menta lly con sci ous , veg an lea th er is a trend th at is bec om ing popular in th e ch ang ing bag wo rld .

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Modern approach

The full package

New from Skip Hop for 2019 is the Skip Hop Paxwell Easy-Access Changing Backpack.

Pink Lining bags are synonymous with whimsical/dynamic prints and total functionality for parent and baby essentials.

This modern backpack includes interior mesh pockets for easy to see organisation on the go! Opening extra-wide to reveal four inner pockets, the nylon-feel main body is water resistant and wipes clean too. Feeding ready in a flash with two quick access, insulated side bottle pockets and adjustable cushioned shoulder straps for comfort. Including a padded changing mat so parents can sort any little situations that arise wherever they are. Tel: 01582 434250 Email: ukoffice@ skiphop.com

brands or do they have a different agenda? We asked Faye for her thoughts. “Previously, it used to be common practice that parents would buy their baby bag as an ‘add on’ to their buggy purchase. These days, changing bags are researched a lot more. From what bags celebrity parents are seen with, to which bags their mummy friends have. Parents are on the lookout for highly rated, with good reviews along with affordability and hidden extras. There’s so much more to a changing bag than its brand name.” What about research? Is this a product category that is researched prior to purchase? Natasha thinks so. “Without a doubt! Our customers research what they want extremely thoroughly, so when they come to buy our bag it’s a considered decision rather than a spontaneous one. They will research a bag in the same way they will a buggy or cot for example.” Whether you customers are looking to spend £30 or £300 - changing bag suppliers and manufacturers literally have it ‘in the bag’.

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New print ‘Parrots’ features colourful parrots on either a dramatic black or calm cream background. The ‘Wonderbag’ ensures you’re hands-free when you have your hands full! The capacious ‘Twice as Nice’ is their new Twins Bag that’s also for parents who have children close in age, so need to change two lots of nappies. Pink Lining’s Vegan Leather collection offers a more pared-back, unisex look with choice of strap – either plain striped or colourful butterfly, so you can accessorise mood-dependent! Web: www.pinklining.com

Brand new for 2019

ENESCO LIMITED, Brunthill Road, Kingstown, Carlisle, Cumbria, England, CA3 0EN. UK Customer Services: Telephone: 01228 404022 Email: trade@enesco.co.uk Overseas Customer Services: Telephone: +44 1228 404066 Email: eurosales@enesco.co.uk ÂŠ Frederick Warne & Co., 2019.

PINK LINING LO N DO N

Discover the full collection at www.pinklining.com For sales enquiries, please contact Ruth Rodgers - ruth@whleurope.com or Nicola Carrera - nicola@whleurope.com

focus CHANGING BAGS

Backpacks from Bebecar New for 2019, Bebecar’s changing bags include Backpacks, to offer more choice and flexibility to customers choosing a bag to match their pram. These backpacks are available in all Magic fabrics, which include a stain-resistant treatment, and Specials leatherette fabrics including the quilted pastel designs. The Backpack has adjustable shoulder straps, a large zipped compartment with an internal pocket, and a zipped front pocket. A travel changing mat is also included. Tel: 01692 408801 Email: sales@bebecar.co.uk Web: www.bebecar.co.uk

Full of function If you’re looking for a changing bag thatt functions as efficiently as a personal assistant, then Hippychick’s new range of changing bags by Zellie are the answer to your prayers.

The award-winning bags have been genuinely developed with the input from busy parents who are looking for a changing bag that will take them seamlessly on their entire parenting journey - from the hospital delivery ward, to the nursery, to a visit to the grandparents through to weekends away. And the result is attention to detail, organisation and structure never before seen in a changing bag. Tel: 01278 434440 Email: mike.bird@hippychick.com

Come Rain or Shine

Versatility with Chicco

Enesco launches a new Peter Rabbit baby collection

To complement the new Trio Best Friend travel system, Chicco has designed three new travel accessories that are perfect for every day outings.

Enesco is proud to present its new licensed Peter Rabbit Baby Collection. Having worked closely with Penguin to create the totally exclusive artwork, the new collection follows the theme ‘Come Rain or Shine’. Featuring everyone’s favourite cotton-tailed bunny, Peter Rabbit is depicted across the collection, seamlessly blending some of Beatrix Potter’s original illustrations with more contemporary representations of the literary character. Harnessing hot trends in the baby and nursery industry at the moment, the new collection sees Peter and his friends in a gentle watercolour washed background, where the sun shines and soft rainbow colours abound. Sure to be the most-wanted piece of the whole collection is the Peter Rabbit Changing Bag. Featuring Peter Rabbit on an easily wipe-down PU fabric, off-set against pastel splashes of colour on a cool grey background, the item measures 31cm x 35cm and is perfectly sized to fit everything a baby and its mum might need while enjoying a day out together, just like Peter and Mrs Rabbit. Retailing for £45.00 and complete with a giftable hang tag, the Peter Rabbit Changing Bag makes the perfect gift for any parents-to-be. Available to buy within the new Come Rain or Shine collection are the Peter Rabbit Muslin Squares, Peter Rabbit Face Cloths, Peter Rabbit Bibs, Peter Rabbit Dummy Holder, Peter Rabbit Changing Bag, Peter Rabbit Changing Mat and Peter Rabbit Hooded Towel. Web: www.enesco.co.uk

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The versatile Chicco organiser bag can be used as a shoulder bag or backpack and the multifunctional Chicco Bag in Bag can be used together or separately depending on parents’ needs. The warm and cosy Chicco universal foot muff with water repellent technology is ideal for winter months. The frontal zipper opening allows parents to easily reach their little one and the lower part of the foot muff can be folded for even more comfort. Web: www.chicco.co.uk

High performance Babymoov offers two changing bags to suit varying lifestyles.

Fashionable design

Kite A new range and a new changing bag by Red ck. with the Clifton Rucksa to changing bag boasts an insulated bottle chamber

This premium unisex rucksack style keep baby’s drinks cool or warm. carry around everyday essentials with The fashionable design offers plenty of space to ing mat with a wipe clean surface. chang d padde able, room to spare, along with a remov shoulder straps that are packed full Practicality and comfort is covered with adjustable ts comes with an easy to access paren for of comfortable padding. A nice finishing touch you need to store away in the bits other any or keys , parent pocket to store your phone Clifton Rucksack. Tel: 01454 326555 Email: enquiries@redkitebaby.com Web: www.redkitebaby.co.uk

Le Sancy backpack changing bag offers a high performance, durable and active ergonomic bag style for parents, designed to be adaptable, with smart functionality and premium comfort. Symbolic of the finesse and timeless urban cityscape of the Champs-Elysées in Paris, ‘Le Champs- Elysées’ tote changing bag is designed to be space-savvy, effortless in style and the ultimate travel bag thanks to its large capacity of 29 litres and an external pocket that adapts to slip the bag securely over the handles of a suitcase. Both styles are available in mineral blue, smoky grey and saffron and include easy-toaccess thick changing mats, large insulated bottle and food compartments and a super soft terry towel. Email: sales@babymoov.co.uk

Toulouse collection, in white

nursery today

nursery matters JOHN BARKER

Barking Mad This issue John Barker discusses why reports by Which? can confuse the consumer when we look at car seat safety standards. t’s pretty obvious what this issues article is about. The only subject on everyone’s lips for the past month. . . Yep Game of Thrones is back and we are loving it! Will Tormund and Brienne get it on? Will Beric Dondarrion do that cool move where he sets fire to his sword? I ask all the important questions as you can see! Only joking, I am of course referring to the hot potato that is the BabyStyle Carapace car seat and that infamous Which? Report. I personally find it very sad that a company that has tried to increase the level of safety for its customers has been punished in such an unfair way. For those of you not stocking the Oyster 3 and it’s co-ordinating car seat, the Carapace (where have you been? You’re really missing out) let me enlighten you. The Carapace car seat has been developed, manufactured and tested to comply with i-Size ECE R129 and provides customers with an affordable i-Size option in coordinated fabrics. From the information we’ve gleamed from BabyStyle the issue has arisen from the fact that Which? have tested the seat to their test standard and not in line with R129. I am led to believe that the Which? Test is technically the ADAC test, a test that historically has been the target for many leading brand car seat manufacturers. We are all used to selling Cybex, Britax, Kiddy and Maxi-Cosi seats and these seats will invariably have been tested at this increased level, many of them will have passed or even exceeded the required safety standard for ADAC

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certification. The difference is that many of these seats cost significantly more than the Carapace, in addition to this many of them wear their ADAC credentials with pride thanks to point of sale or badging on tickets etc. I can find no reference of an ADAC test in any of BabyStyle’s documents and I have never (nor have any of our team) told a customer that the seat meets anything other than R129. So if the manufacturer is telling us and the consumer that the car seat is to i-Size standard (R129) how is it possible that the customer reads reports that the seat is unsafe and should not be used? Surely the point of a European standard is to ensure a uniform test regardless of the seat or manufacturer. How would you feel if an electrician came to your house to rewire your entire home (yes, I know this is unlikely as trying to get a tradesman through your door is like trying to get blood from a stone) and proceeded to complete the works in line with the required standards, only for someone to tell you that the work is unsafe because it doesn’t meet their own personal testing? I can’t imagine this would ever happen. I may be wrong but that’s the point of having a standard. It’s an issue of choice. The consumer can choose a seat that has been made to pass R129 or they can choose to spend additional money and benefit from a seat that exceeds R129. A seat that actually meets ADAC or beyond. Does that mean if the seat does not comply to ADACs standard it is unsafe by default? Our shop floor,

your shop floors and even the halls of the Harrogate Nursery Fair are and where full of car seats in this predicament. Last month I mentioned Ickle Bubba’s new Mercury i-Size seat, has this been ADAC tested?

The cons umer can ch oo se a se at th at ha s been m ade to pa ss R 12 9 or th ey can ch oo se to sp en d additi on al mon ey an d bene fit from a se at th at ex ceed s R 12 9 . What happens if it hasn’t and Which? test it? It’s an uncomfortable position to put manufacturers, retailers and customers in and it’s something the industry needs to address before more brands commit to i-Size seats. It’s a perfect catch 22 situation. Car seats must be safe first and foremost

but they must also be affordable in order to ensure their use. In order to manufacture a seat to ever increasing standards the manufacturer will incur additional research and development costs. Once a working prototype is ready for testing the cost of higher level testing will further increase the price of the seat. These additional costs will potentially out price seats to some consumers that will be left with a decision to either buy a cheap second hand seat or risk not using one at all. I don’t need to discuss the risks associated with either of these options and I certainly don’t see how alienating consumers will help safety standards. I always remember something that Maxi-Cosi’s Neil once said to me, “Any car seat is safer than no car seat”. The overall outcome of this latest report is that retailers are unsure of what is safe and what isn’t. Some consumers are paranoid and even more are confused. Oyster 3 customers feel aggrieved as they no longer have the bundle they wanted and BabyStyle stand to be hit financially. All because we live in a world where the findings of a consumer magazine are given more weight than a certificate issued in line with European standards. For a number of years I’ve said that Pram manufacturers should stick to prams and car seat manufacturers car seats. My comments have never been more justified following these recent events. But where does that leave us

john@pramland.co.uk

retailers? As responsible stores surely we should be encouraging all our customers to tighten their belts and spend big on in-car safety. We should be discouraging the sale of seats that are not manufactured to pass the most strict of tests. The draw back to this is that someone will always sell on price and not advice. And for this reason we hit a brick wall. How can we retailers honestly stand in front of a customer considering a pack in car seat and say “you need to ignore this seat and spend £XYZ on this seat instead”, when later that night they see the pram with the pack in seat £200 or £300 cheaper elsewhere. The “Add to basket” button on a website doesn’t flash up with details of ADAC testing etc! Until we get some resolution on this issue we are all walking a tight rope waiting for the next seat to fall victim of an enhanced test. I think we all agree that safety standards should always be as high as possible, but there must always be a line. Whilst that line can be rubbed out and

moved we’ll just have to keep plodding on and trying our best to make a living in this crazy industry. In the meantime I speak for all us BabyStyle stockists when I say thank you for the swift and clear action taken

by the whole BabyStyle team – Well done guys keep up the hard work, now I’m off to finish watching Games of Thrones! Winter has truly come!

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focus PLUSH & SOFT

Soft sell The soft toy arena in nursery is one that holds huge appeal with consumers - from comforters to keepsakes, what’s not to adore? rom birth plush products are bought, whether by the parent or well-wishers looking to celebrate the joyful occasion. For many, that first ‘soft toy’ or plush comforter becomes an item that is cherished way into adulthood, but we wondered what parents are actively seeking when looking at products within this category? Alison Coates (Brand & Licensing Manager, Rainbow Designs) told us: “It is the same for any product that is going to come into contact with their precious newborn, parents are looking for high quality, well-made products created from the softest fabrics specifically for the newborn and infant age. “A plush product is so much more than just a soft toy. Each product is designed to stimulate and engage, using a combination of baby soft fabrics, textures, colours and sometimes sounds. All of our collections focus on all ages and stages of the child’s early years with our newborn plush products featuring formats such as a My First toys, ring rattles and comforters to booties, mobiles and cot spirals. As the infant grows, we introduce developmental toys and feature plush activity toys which include multiple textures, sounds and peek-a-boo mirrors. All of these plush toys are suitable from birth but they are also designed to engage and stimulate through to preschool years by encouraging learning through play.” We also asked Harry Harding (Director, Sweet Dreamers) for his thoughts: “High on the list for most parents is obviously safety, quality, brand recognition, popularity and whether the products are suitable from birth. If the plush has additional features such as a nightlight, light show and/or soothing sounds, parents will be keen to know if they can be used overnight to help soothe their restless baby. If the answer is yes, then the plush must have a velcro strap so that it can still be used whilst attached to the cot rails (or handle of the moses basket), so as to maintain a safer clear cot.” Plush products are also often kept as keepsakes, but what do they need to offer to have that all round appeal? Harry told us “If you can find a plush which takes the form of a cute and endearing character you are onto a winner. Little ones will easily build a friendship with their plush toys and they often take on their very own personality in the child’s imagination. Plushes with added features such sounds and lights, give the added benefit of soothing

nursery today

qualities for restless babies and toddlers by helping to settle them to sleep.” Alex Molyneux (Marketing Executive, Hippychick) agrees having seen sales increase on their plush range. “Our Piu Piu the Octopus plush toy has been an amazing success amongst parents buying toys for their children because they serve a purpose. The tentacles serve as something to comfort new born babies as they resemble the feel of the umbilical cord and are perfect for grabbing a hold of.” A notable area that this product category also offers, is potential sales by those who are looking for pacifiers or soothers for their little one. “Sleep deprivation can be a huge shock for new parents, so products which can help settle restless babies are always going to be popular,” comments Harry. “Modern plush sleep soothers are becoming the ‘go to’ product for soothing babies, with features such as white or pink noise combined with a calming nightlight to help create the perfect environment for inducing sleep in babies and young children.” Of course you can’t overlook the licensing appeal that is also associated with many plush products. From Peter Rabbit through to Winnie the Pooh - as cherished items, loved for many years and with so many staple licenses that take us all back to our own beloved childhoods, naturally we wanted to know if therefore licensed plush products are increasing in popularity? Alison responded: “The nursery and preschool sectors thrive on licensed products,” said Alison. “Many of the much-loved nursery brands and characters such as Peter Rabbit, Guess How Much I Love You, Paddington and The Very Hungry Caterpillar, have stood the test of time and are synonymous with the childhoods of parents and gift buyers. These adored properties have demonstrated longevity and exude core values as well as perceived value and for many parents are trusted brands.” The plush and soft toy category also provides additional sales as they have a huge gift appeal. We asked Harry for this thoughts. “Plush soothers and toys make the perfect gifts. They represent a really thoughtful gift at an affordable price point, often bought for a friend’s or work colleague’s baby shower and maternity leave present.” Alex also feels that plush products are seeing a rise in popularity as gifting choices and can provide further footfall drivers for retailers. “Stocking products such as plush toys opens shops to an

entirely new market - gifts. Presenting the products well will attract parents, grandparents, friends, the baby shower market and so on. The possibilities are endless!”

Hig h on the list for “ mo st parents is obvious

ly safety, qua lity, brand reco gnit ion, popularity and wh eth er the pro duc ts are suitable from birt h.

”

Harry Harding, Sweet Dreamers

Finally, what about benefits for retailers who stock these? Are we experiencing any particular trends within this category? “Plush sleep soothers are increasing in popularity and are quickly becoming the baby shower ‘must have’ gift. They are extremely cute and eye catching on the shelf (also don’t take up a huge amount of space!). Given the huge awareness of new parents for this type of plush product, no doubt most nursery retailers will have been asked for them in store, so it really is a great time to be stocking a range plush sleep soothers.” Alison feels that parents are also looking for products that can compliment the nursery. “For new parents especially, theming the nursery is very popular and retailers can certainly tap into this by championing licensed characters that are supported by licensees to offer multiple nursery essentials within the same brand,” said Alison. “For example, licensed characters such as Winnie the Pooh, Peter Rabbit and Guess How Much I love You offer beautiful infant apparel, nursery bedding and decor items. On top of these nursery essentials, plush toys not only make a perfect companion for baby but also a beautiful decorative item for the nursery too.” However, the plush category isn’t just about soft cuddly toys, this sector also represents a whole host of products, including soft playmats, toys that include additional functions, such as lights and sounds - all of which fall perfectly into the gifting sector.

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The Right Toy at the Right Time

New from Lamaze in 2019 &

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Clip C lip & Go Flannery Fox

Water Fille Filled Te Teethers

Freddie's Activity Bus

On-the-Go Toys Grab & Hide Ball

For details of the full range of new Lamaze lines and all sales enquiries, please contact TOMY on 01392 281 927 or email UKcustomerservices@tomy.com

LamazeUK

focus PLUSH & SOFT

First Dreams Chicco First Dreams Baby Bear is designed to comfort and reassure babies as they drift off to sleep.

It features a soft tummy with a projection to serve as a soothing night light, as well as the ability to play a goodnight message that can be activated at the touch of a button. There is also the option to play soothing melodies or a light show as babies fall to sleep, all of which can be controlled by parents to suit individual needs. First Dreams Baby Bear is available in light blue, light pink and neutral beige.

Cuddly characters Hippychick have just launched not one but two new Nattou collections this year. Mia the bunny & Basile the bear and Fanny deer & Oscar the fox. These cuddly characters are a neutral hue – perfect for any expectant parent and come in many different guises, from soft comforters to growth charts sofas. Nattou’s attention to detail in their plush toys and nursery accessories is what really sets them apart. The first toys a baby is given are often treasured for years to come, a companion that they will never be able to bring themselves to part with. The perfect first birthday gift are Nattou’s rockers, not only do these soft ride ons look the part, they are also extremely safe being one of the only rockers on the market to have a safety harness and non-tip feet. Tel: 01278 434440 Web: www.hippychick.com/nattou

Web: www.chicco.co.uk

Full of features The perfect slumber Create a tranquil environment for little one at bedtime with the Slumber Buddies Deluxe. Featuring a multi-colour, magical starry sky light display and five peaceful sounds to help relax and soothe baby to sleep. The deluxe characters now include the added benefit of cry activation technology, which will automatically turn on the Slumber Buddies Deluxe companion when your baby becomes unsettled, to help them drift back off to sleep without you having to go into the room. Web: www.summerinfant.co.uk

Decco Pup Activity Cube - a busy block designed to stimulate babies. open

Create bedtime stories with the and closed eyes while feeling various textured fabrics. Listen to the sound of crinkle in the ears and a rattle inside the cube. Handle is perfect for little hands. Gender neutral. Machine wash. Coordinates with Decco Pup blanket, soft toy, rattle and bibs, all from Mary Meyer. Web: www.marymeyer.com

nursery today

This is so much more than a toy.

Cute new characters

plush Look out for the brand new array of Red toys and gyms recently launched by Kite. hit with my Meadow have proved an instant New Peppermint Trail and Drea characters to help keep baby amused the funky colour palate and cute new at all times. and colours to encourage coFeaturing fun activities and textures clip on pram toys, the ever popular des ordination skills, the new range inclu Sit Me Up’s. Spiraloo, caterpillar and the brilliant playgym which is a 2 in 1 floor and pool new a ng duci Redkite are intro for hours of fun time. arch playgym supplied with plastic balls

Contact Suzanne at Tel: +44 (0)1243 780501 or suzanne.cullum@whitepebbleint.com

Beautiful new lines

Tel: 01454 326 555 Web: www.redkitebaby.com

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focus PLUSH & SOFT

Counting lullabys Complete with lights and 30 minutes of soothing nature sounds and white noise, Chicco’s First Dreams Lullaby Sheep is the perfect toy to accompany a baby to sleep. record their

With a voice recorder function, parents can voice and with a special sound sensor, which is s, such automatically activated when it detects certain sound in ble availa and as a baby crying. It is machine washable both pink and blue. Web: www.chicco.co.uk

Full of character Rainbow Designs is one of the country’s leading character soft toy an nursery companies.

Feeling tactile Taggies was born over a decade ago when a mum noticed her child’s fascination with satin tags. Exploring the Taggies satin and textured tags on Painted Pony Crinkle Square can provide tactile stimulation that babies crave. They also have a calming effect on little ones. The Crinkle Square travels well by easily clipping to strollers or storing in a diaper bag. Machine wash. Coordinates with Taggies Painted Pony blanket, soft toy, rattle and bibs, all from Mary Meyer. Web: www.marymeyer.com

Rainbow’s award-winning Disney Classic Winnie the Pooh collection, inspired by A.A Milne’s Tales from One Hundred Acre Wood, features a gorgeous array of nursery plush toys and essentials. This summer will see some beautiful new additions to this stunning collection including Winnie the Pooh Booties, a Winnie the Pooh Jiggle Toy and the super soft Lullaby Winnie the Pooh and Piglet Toy. Also available is the new Gift Set which is perfect for newborns, includes both the baby soft plush Winnie the Pooh Ring Rattle and Comfort Blanket. The new Tiny and Very Hungry Caterpillar Collection, based on Eric Carle’s wonderful and hugely successful picture books features a beautiful selection of plush products crafted specifically for the newborn to 18 months age range. Gorgeous new plush toys include a wooden and plush Ring Rattle, colourful apple-shaped Comfort Blanket and textured Jiggle Attachable Toy. Also new are plush Booties presented in a gift box, a developmental Activity Spiral, and a fun-packed Activity Toy for sensory play. Tel: 01329 227300 Web: www.rainbowdesigns.co.uk

Clip and go Tomy will be launching a brand new range of Lamaze Disney/Pixar Toy Story Clip & Go characters in June in conjunction with the eagerly anticipate release of Disney Pixar’s Toy Story 4.

Parents and gift-givers will be able to introduce their little ones to seven of the main characters from the Toy Story movie franchise including Buzz Lightyear, Woody, Jessie, Hamm, Bullseye, Bo Peep and Rex. Each Clip & Go character will feature plenty of fun for babies to explore – surprise crinkles, textures that make grabbing and squeezing more fun, colourful features to develop fine motor skills. Suitable from 0 months – 24 months. Available from June 2019.

Tel: 01392 281 927 Email: ukcustomerservices@tomy.com Web: www.tomy.com

nursery today

social media ROSS HEWITT

Get FIT! This issue Ross Hewitt asks if you have embraced the powers of Social Media and takes a look at how they are currently used as marketing tools. et FIT” says the largely inactive marketing geek who spends around ar 10 hours a day hunched over a laptop. Oh, the hypocritical irony of o it all. OK, I was getting all short-hand on o you…I mean get Facebook, Instagram and Twitter for your I social so media marketing. I’ll leave the fi fittness advice to true experts, such as those soap opera and reality TV show stars who like to release exercise ‘stars’ th time. DVDs all the What foll follows now is a heady mix of my own fallible fall opinions and the results ve in-depth social media of some very trends rese research from the U.S.A. F b ok remains a very important Faceboo Facebook

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platform for targeted marketing and advertising in the UK. It is also a very powerful customer service tool when used correctly and monitored closely. Your prospective and existing customers are on Facebook, in their hundreds, thousands and millions. Over 35 million people log in regularly in the UK to see videos of cats or things their tenuous acquaintances are eating or have eaten. That’s over half of the population! To put that into parochial terms, if you own a nursery store in Bristol then around 270,000 people on your doorstep log into Facebook frequently. If you are based in the Birmingham area, then it’s over half a million

people. If you are national, then it’s… erm…over 35 million peeps! Not all of them are potential or existing parents, but a decent percentage of them who aren’t will be close to someone who has a baby before too long or who has had one recently. It’s an audience, and a very big one, and right now you really should be on there as a business with a proper business page and doing what you can to promote your wares and brand to that substantial audience. Facebook has advertising services which let you target people by location, gender, age and even interests such as pregnancy or parenting and you can test this for yourself very, very cheaply.

If you want to be thinking about the very near future and how social media uptake and behaviour may twist or change then I would recommend embracing Instagram if you haven’t done so already. Research from the States within the last couple of years has convincingly shown a surge of enthusiasm and uptake for Instagram among teenagers and millennials (people who hit adulthood around the year 2000). This is echoed by UK youngsters too and research over here suggests they are staying off Facebook because their parents are on it! 32% of US teenagers say Instagram is their most important social media service, compared with 14% for Facebook. 73% said they used it, compared to 47% for Facebook. Around 55% of 18 to 29 years olds used Instagram, which means it is now more highly used than Twitter, Pinterest and LinkedIn over there in that age group. At the start of 2016 there were around 400 million users of Instagram. In less than three years

from then the platform broke through the 1 billion milestone. Instagram is gathering a real head of steam and is being loved by young folk, and many of those youngsters will be your customers through the forthcoming years so start curating your own Instagram page soon if you aren’t already. They will expect you to have one. It is image & video based, and there is no part of the nursery industry that does not lend itself well to images and videos and it is not difficult to use. Don’t miss the boat on this one! That leaves me with Twitter, and what’s not to like? Well, OK, it’s not everybody’s cup of tea but it’s very easy to use and an instant way to share updates and photos. It integrates easily with websites so you can squirt news straight onto your webpages from your mobile phone and it has become an established channel for consumers to ask direct questions to brands and retailers. The right answer in a timely manner can bring customers to you as it can lead to very public displays of

w ere A t th e start of 2 0 16 th ere around 40 0 m ill ion user s of e In stag ra m . In les s th an th re ye ar s from th en th e pl at fo rm broke th roug h th e 1 billi on m ileston e. great customer service and that has real value in the modern consumer’s mind. User numbers in the UK are sketchy for Twitter, but they are believed to be somewhere around the 12.5 to 13 million mark, which is still a decent chunk of the UK population. Once again, your customers and prospects are on there and in volume so go find them and follow them. They will already expect you to be available through Twitter.

So, it is Facebook for its genuine marketing power and massive in-situ audience; Instagram for the sharing of lovely images whilst waiting for the existing ultra-fans to get older, and Twitter for the instant broadcast capabilities and customer service opportunities. They would be my top 3 for the nursery industry. Maybe you agree or disagree; do let me know. Not right now though…I’m off to the gym!

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talking shop This issue we speak to independent retailers on their thoughts on the new royal arrival and upcoming trends.

Derek Bavaird

Kevin Clarkson PAUL STRIDE

W What expectations do you y have with regard to spending habits after the s announcement of the royal a baby? b No N expectations what so ever. It will w make no difference at all. Will you run any in-store promotions to celebrate the birth? In short no. I am a Royalist but I don’t agree with all this ‘hype’ around other people’s babies and the ‘celebrity culture’ however I’m sure our big online retailers will see it as an opportunity to cut prices as they don’t need much of an excuse! Do you think we will see any new trends emerging in the second half of the year? I wish I had a crystal ball. However I do see a strengthening of customers only looking at pushchair systems purchased as a ‘complete’ bundle. Have you had a product that has been an unexpected ‘hit’ so far this year? Hits so far for this year have not been ‘unexpected’ as they always looked like winners at launch. Namely the BabyStyle Oyster 3 in wheeled goods and the Cybex Cloud Z and base in car seats.

JAN STEWART PRAMS

What expectations do you have with regard to spending habits after the announcement of the royal baby? Our expected royal baby will definitely stir excitement throughout the nation. Everyone will be exited to see this unique gene pool mix with her Majesty being no exception. Do you think we will see any new trends emerging in the second half of the year? With the introduction of the new trending Micralite products and having spent some time with the new kids on the block at Harrogate I can clearly see that these guys are pulling out all the stops in terms of style, fashion and innovation. They really are looking beyond the norm and have some great new ideas. I would love to be a fly on the wall at one of their meetings.. I really can see a refreshing driving force behind this company and I am sure that it will evolve from chrysalis to butterfly. If we get behind them and with future developments it will work. Talking trends, Jan and I are looking forward to Cologne and as usual we will extend our stay to a full week. We both look forward to seeing our like minded friends there, any company serious about creating business instead of nicking it needs to be at Cologne!

Sara Hubbard

WHITES FARM BABY BARN W What expectations do you have with regard to spending habits after the re announcement of the royal baby? an The T last royal baby announcement didn’t affect our ou trade too much last time, but Meghan and Harry are seen as the brand new, young, stylish H couple so we do anticipate that people will be co very ve keen to follow what their doing. We noticed a spike in interest in the Shnuggle bath, back when they showed an interest in the product at w an a Irish event. Will W you run any in-store promotions to celebrate the birth? c We W always try to keep up with current news stories, and find that using our social media s channels to do giveaways/competitions for our c

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customers to enter as a bit of fun. If the Royal family have an item that is really relevant to our product base here, we may run a promotion to endorse this. Do you think we will see any new trends emerging in the second half of the year? Value for money. So many expectant parents are researching products, what they need and what they will use the most. We see a lot of people being a little more careful with their spending, saving up over several months, and budgeting. Have you had a product that has been an unexpected ‘hit’ so far this year? The Maxi Cosi Adorra. This amazing little pushchair has always been popular for us, but we can’t believe the sheer amount of people purchasing these bundles recently! We’ve even had people comparing it to our top-end luxury price points, and preferring the ease and simplicity the Adorra offers. We love it!

Jon Bean

BOURNEMOUTH BABY BY CENTRE What expectations do you have with regard to spending habits after the announcement of the royal baby? We are expecting people will follow what baby items the royals choose. When it was advertised they may have the new iCandy lime we had quite a few people asking to see it. Will you run any promotions to celebrate the birth? We probably will run some in store offers on British prams i.e. Silver Cross, iCandy egg/BabyStyle, etc. Do you think we will see any new trends emerging in the second half of the year? I cant see any new trends. Only the new colours of popular products, for instance new egg colourways are proving very popular. Have you had a product that has been an unexpected ‘hit’ so far this year? Not that it was unexpected really but the Oyster 3 has proven a massive hit and has sold very well.

Darran Neal

LITTLE GEMS BABY STORE What expectations do you have with regard to spending habits after the announcement of the royal baby? We have noticed that people are asking for shades of grey, cream and whites and more neutral colours. With Meghan being eco friendly it seems to have moved the trends even before the new royal has been born. I can’t remember the last time a customer asked for pink or blue so I have been looking and according to statistic’s blue and pink have fallen by up to 9%. The only down side is your showroom can look a bit dull if everything on your floor is grey, but if that is what the customer wants. Will you run any in-store promotions to celebrate the birth? We are giving balloons, cup cakes and wine in-store. The balloons will have a gift inside so when the customer purchases from us they then pop the balloon and win a prize. They will also be put in to a draw and whoever gets drawn will get their products for free. Do you think we will see any new trends emerging in the second half of the year? Well I hope tartan or a vibrant colour - here’s hoping the Royals feel the same as we do. Have you had a product that has been an unexpected ‘hit’ so far this year? We only got re-opened at the end of February after our break-in in December 2018. Since the show (Harrogate Nursery Fair) we took delivery from Mee-go Black on a gold chassis which is selling very well. The new systems Mee-go are bringing out have also gone down a storm on social media especially the eco baby cleaning

Christy Foster ONLINE4BABY

What expectations do you have with regard to spending habits after the announcement of the royal baby? It’s tough in the market at the moment with uncertainty around the dreaded ‘B’ word, so any national events like this will inevitably generate a feel-good factor and a much-welcomed increase in spending. Will you run any promotions to celebrate the birth? Nothing too specific to be honest. We’re focussing on our core promotions and delivering our marketing strategy to ensure we can capitalise on any increase in demand. We’ll be keeping an eye out for the announcement though and whether, based on the fact they may opt for a home birth, the name will also be a break away from recent tradition. Not sure we’ll see anything too wild though! Do you think we will see any new trends emerging in the second half of the year? Safety and quality will continue to be key drivers in the buying decision along with affordability in the current climate. Baby carriers are seeing a surge in popularity driven partly by some notable celebrity fans. We expect demand for these and lightweight, compact strollers to continue into Summer and beyond. We also see a shift towards using micro influencer networks as people seek

real-life, trusted sources of information in a world where distrust in brands and social media is growing. Have you had a product that has been an unexpected ‘hit’ so far this year? We think we’re pretty good at knowing our customers and which products will appeal to them, so if it’s unexpected, we’re not doing our jobs right!

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focus ORAL CARE

Brush away the blues Oral care in babies is now a hot subject - with manufacturers and suppliers recognising the need to develop products that assist. s adults we all know the benefits of a good daily dental routine and as we become better educated it is clear that this is now top of the list for many parents who recognise the importance also in young infants. Although that said, naturally you wouldn’t give a baby an adult toothbrush, but fortunately baby brushes have been developed to meet this very specific need. As a routine, this activity can also bring fun, encouraging babies and toddlers all the way. Through clever design, manufacturers and suppliers have worked hard on innovation to bring fun, yet practical brushes to market. We asked Sara Keel (Director, Babycup) how products are designed to assist. “Many products are designed to develop independence and allow young children to start learning healthy skills from a young age. That’s not to say new-found skills should be carried out unsupervised. Certainly teeth-cleaning is an essential activity that should have parental involvement until at least seven years old and ideally much later.” Baby and toddler oral care is big business. Mums today are starting to recognise the importance of setting a daily routine from a very young age. We asked Marian Greally (Brush-Baby), in her opinion, how informed parents are when they purchase products that fall into this category. “Many parents are ‘switched on’ to the importance of keeping baby gums clean, but advice from their peer groups, parents, dentists, doctors and health professionals, are ‘mines of information’ too. The ergonomic size and design of the teethers and toothbrushes are key selling points too as they are the right size for little baby mouths. All Brush-Baby products have been market researched and tested with dental professionals, parents, babies and children in order that the products fulfil a need.” So with so much information being readily available what are parents concerns with regard to oral health care? One such concern will always be teething and associated pain. “Parents are concerned about the pain associated with teething from six months and are therefore looking for natural

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“ca reStopckin g ora l hea lth

r solutions to soothe. There is released 6 march 2019) w s often confusion around how show that tooth e to help baby cut their first extraction is still the m common hospital teeth, when to introduce most pr brushing and when to use a procedure in 6 to 10-year ol toothpaste,” said Chris olds.” W also asked Sara for Blincoe (Director, We Bickiepegs Healthcare her thoughts on inn Ltd). “Parents should innovation and what con adhere from the earliest consumers find appealing stage to a good oral health with regard to product rang “The sector can regime, it’s never too early ranges. inno to start! Bickiepegs innovate and add bells and whis healthcare supports the whistles, and in many prod BSPD’s #DCBY1 products it certainly does campaign which aims to some or all of these things, Sara Keel, Foun der, Babycup e get babies into the and entices parents to part dentist chair before their with hard-earned cash and first birthday. Emerging fill th their cupboards with db l d d baby teeth and gums should be cleaned gadgets and gizmos. But, as twice a day to instil a routine and acceptance from many experts will agree, keeping things simple can the infant.” often win the day when it comes to health. Taking a What about innovation? As a category is there good hard look at a product and checking it’s good sufficient innovation when we look at products in for what it’s actually intended for, it has longevity, this sector? Marian thinks so as companies who and it truly has a benefit to the child, is a useful represent baby oral care are experts within this checklist for oral healthcare products. That’s not to sector. “With over 11 years’ experience, our range of say a product can’t be attractive - good for health gum and dental-products are fine-tuned for the doesn’t have to mean clinical or unattractive, and a various stages of a child’s dental development, from product that has visual appeal is going to fare better first gums to first teeth and beyond, we feel that we when it comes to commitment to use.” are able to satisfy this niche market’s requirements Are products associated to baby oral care with a range of dentist-designed and parentresearched prior to purchase? “Now that oral health endorsed products.” care information is increasingly available and the Chris agrees, but also feels natural teething consistency of delivery has increased across the key solutions are a must. “Recent innovations include a touchpoints of baby and toddler healthcare, the focus on natural teething solutions. Parents are topic is becoming more present, and so becomes looking for non-medical and safe solutions to ease more front of mind, and so more parents are the pain associated with teething. There are some actively researching it. This cycle is impacting on a new products on the market to help clean gums and crucial topic and it’s a great progression,” Said Sara. early teeth including bickiepegs finger toothbrush & As a growing category, there are clear benefits for gum massager. retailers who chose to stock these products. “Having “It is important for brands to work with health a range of products in an oral care fixture is vital for care professionals in this area. The issue of children retailers, enabling customers to have a variety of presenting at A&E to undergo emergency treatment solutions available and indeed suitable for different is a significant one. PHE figures (PHE figures ages and stages of this developmental stage.”

ro duct reta iler s are givsinmg eat n s custo mer s a grea t se h ei r an d t h ey can take grr vic e p ri de in kn o w in g ea t t h ey ‚Ä ô re o fferin g p w h at t h ey n ee d to arents t h ei r p reci ous bun d give le grea t start in li fe . s a

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Naturally fruity Organic Children is a premium certified organic and natural skincare brand, perfect for little ones prone to eczema, sensitivities and skin allergies. Recommended by midwives and trusted by parents, this pioneering range is made with pure, natural and organic ingredients. New to the range is Mandarin Toothpaste with Fluoride RSP ¬£4.75, a certified organic alternative to mainstream fluoride toothpastes, with 1000ppm fluoride as recommended by dentists. Free from SLS, this natural toothpaste removes plaque and reduces bacterial regrowth, blending Aloe Vera and Olive Leaf extracts to protect gums. Email: emily@greenpeople.co.uk Web: www.greenpeople.co.uk

The Bickiepegs Range Encourages good oral health Is shaped to offer effective teething relief Helps develop emerging teeth Available in Asda, Boots, Ocado, Sainsbury’s, Superdrug & pharmacies

www.bickiepegs.com

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focus ORAL CARE

Smart Toothcare for Babies and Kids Brush-Baby are experts in oral care for babies, toddlers and children

Brush-Baby offers a complete range of oral hygiene products that follow a child’s developing dentition, from toothless gums, via the tricky stage of teething and on to a full set of baby teeth. DentalWipes to soothe and clean baby gums, Teethers designed to reach sore gums, the FirstBrush has the tiniest toothbrush head for first baby teeth, the BabySonic electric toothbrush is loved by independent toddlers and Applemint Toothpaste a favourite for tiny taste buds. All to help parents provide the best oral-care from day one. Tel: 0345 520 2229 Web: www.brushbaby.co.uk

First Cups Now is a great time for retailers an d distributors to up their investment in oral care and the products that are genuinely ‘best for baby’. The Babycup bran

d has been a key player in oral heal th from the start and its reputation and relevance has brought recognition and awards from around the world. So whe n it comes to weaning products, it pays to sell Babycup First Cups – the little cup that’s kind to baby teeth. Made in Britain, BPA-free, loved by little ones and recommended by dentists. Babycup Founder, Sara Keel, says “We know dazzling smiles symbolise more than just looks and resea rch increasingly highlights the vital importance of oral care for overall health.” Tel: 014

Natural teething solution Experts in teething, Bickiepegs have been making their famous Natural Teething Biscuits since 1925. Baked in Britain with 100% natural ingredients, their shape satisfies the ‘bite’ emerging teeth seek at the front and back of the mouth. They’re so good they’re proud to say they’ve been used in Royal Nurseries too! Another ‘must-have’ for baby oral care is the Bickiepegs Finger Toothbrush & Gum Massager. Designed with soft bristles to clean first teeth plus a dimpled area to gently wipe and massage sore gums, they come in a twin pack with hygienic storage case. These products are changing bag essentials, ideal for a teething baby on the go! Bickiepegs also exclusively announce NPD later this year- so watch this space! Tel: 01224 790626 Web: www.bickiepegs.com

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83866081 Email: hello@babycup.co.uk Web: www.babycup.co.uk

supplier snapshot This issue we speak to some of the industry’s finest to find out their view on the royal baby and upcoming possible trends.

Annabelle Cording

MARKETING MANAGER - BABYMOOV What expectations do you have with regards your ranges after the announcement of the royal baby? I think a direct impact upon nursery brands will be hard to pin point, other than themed or specifically developed products to mark the new royal arrival. I do think Meghan and Harry will embody a very strong natural and sustainable parenting approach and may decide to put their positive influence as a modern environmentally conscious couple to good use for parents and parents-to-be. Will you be running any specific campaigns this year that retailers should be aware of ? Spotlight partnerships and review schemes with upcoming influencers will grow key ranges this year including the organic cotton baby nest, Premium ‘B’ changing bag range, the next generation Nutribaby+ and the YOO video monitor range. This focus on our key specialist areas continue to further the brand

reputation and support our valued existing retailers - with the option to create additional bespoke product campaigns! Do you think we will see new trends emerging in the second half of the year? More of what’s good for us and the planet will continue to excite and revive the market - allergy sensitive organic cotton, bamboo and recycled packaging are all in our 2019 pledge to provide top quality products that impact the environment positively! This and our best loved weaning babybols are evolving from plastic to glass from October 2019, too! Unique convenience concepts, tech and progressive or multiuse products for re-use with parents having multiple children, will continue to be successful ‘brand trends’ for Babymoov.

Natasha Turner GENERAL MANAGER - CYBEX

What expectations do you have with regard your ranges after the announcement of the Royal Baby? Kate Middleton chose a classic pram and we believe Meghan, Duchess of Sussex, may go for something a little different. However, we could also potentially see an increase in parents leaning towards classic colours such as black and royal blue. Carry cots are also a popular choice – Our Lux Carry Cot is spacious and luxurious, offering maximum comfort for a little one. It features a panorama view and sky view for optimum ventilation and a breathable mattress. The bigger wheels and all wheel suspension have also been a popular option with the royals. They ensure a smooth and safe ride on uneven, bumpy surfaces such as sandy beaches or through parks, therefore we believe our Priam pushchair in particular will continue to do well in the market. Do you think we will see new trends emerging in the second half of the year? More detail in the design and colour trends. At Cybex, we have recently launched our new rose gold Priam and Mios. We have thought about every little detail, from the leather handle, to the rose gold frame with colour matching suspension springs to the harness buckle. We want to ensure we can offer luxury fashion with convenient functionality. Travel systems and compact designs are still proving a huge success – our Priam and Mios now come as a 4-in-1 travel system giving parents more freedom of choice.

Victoria Taylor

BRAND MANAGER - EAST COAST NURSERY What expectations do you have with regard your ranges after the announcement of the royal baby? I imagine we will probably see the usual ‘Meghan’s must-have product’ type headlines that will create some buzz. Generally speaking, new parents don’t have a lot of knowledge about baby products until they start shopping for them, so anything like this that brings the conversation about baby goods to the wider public must be a positive thing for our industry. Will you be running any specific campaigns this year that retailers should be aware of ? We have a lot of new furniture that we’ll be launching this summer. After the amazing success of the Toulouse range, we are introducing it in white. We also have a stunning mid-century modern style room set, and a capsule collection of sleigh furniture. It’s been a bit of a whirlwind time in the office getting all the photography, copy and sales support materials ready, but we’re so excited to share what we’ve been working on with our retailers. Do you think we will see new trends emerging in the second half of the year? I think the shift towards gender-neutral products will grow even more momentum, so we’re looking at lots of grey, white, even black, plus some really gorgeous greens and sherbet-pastel shades that are a really refreshing step away from traditional ‘baby pink’ and ‘baby blue’.

Alex Molyneux MARKETING EXECUTIVE HIPPYCHICK

What expectations do you have with regard your ranges after the announcement of the royal baby? Each product in the Hippychick range is carefully selected based on design, quality, and whether they will make parents’ lives easier. As Meghan and Harry are first time parents, we are sure one day they will purchase a Hippychick product which will of course mean great things for us. Will you be running any specific campaigns this year that retailers should be aware of ? We are constantly running different campaigns depending on the time of year, to coincide with awareness days, public holidays etc. Retailers need to subscribe to our mailing list by contacting mike.bird@hippychick.com to make sure they stay in the loop! Do you think we will see new trends emerging in the second half of the year? Of course. Royal babies have been setting trends for centuries. I’m sure once the new royal baby emerges, new trends will nursery today

retail TECHNOLOGY

Getting the right domain name If there’s one thing guaranteed to cause frustration, stress and worry for any new eCommerce business owner, finding a good domain name is probably on the list. remember way back in the early ‘noughties’ spending literally days musing over a name for my new business one which had an available domain name and didn’t have a competing registered entity already trading. Putting the trials and tribulations of setting up a brand new business aside, don’t think that getting a good domain name to promote an already established ‘bricks and mortar’ retail store is easy. There are many pitfalls and crocodile traps to look out for…

New or old?

David Fairhurst Head of Creative Online Marketing - Intelligent Retail

Finding a domain name that isn’t already registered can be a bit of a challenge. If you think your company name is pretty unique then think again. Somebody has probably already got your chosen domain name and is currently using it to promote a business out there on the World Wide Web! If you’re lucky enough to be able to register the domain of your choice through a registration service, then great, however what happens if somebody already owns the domain name that you really want? Domains which are actively being used are unlikely to be given up at any price; however people can and do buy domain names to trade as commodities. In this case, you can approach the domain owner to negotiate a purchase directly (there are many services online. To search for domain owner details, try viewdns.info for instance). In most cases, unless the

domain owner has masked his or her identity, contact details will be present for the domain. You may find that the domain you want is actively being traded on a domain name marketplace. Expect to pay a substantial amount of money for the domain, based on that domain’s history, popularity or trading vertical.

Domain history Buying a pre-owned domain name, if you’ve bought this from its current owner or a domain registration company, comes with some potentially important gains or truly disastrous pitfalls. It’s here that you really need to be cautious and do your research. You can end up spending a large amount of money on a pre-owned domain that could potentially do your business a lot of harm, or at the very least dampen any progress you could possibly make with your new eCommerce website in search engines. Domain history is all important. Google has a very long memory when it comes to domain name usage history, so even if the domain name you’ve just purchased wasn’t actively being used for anything, check that the past history of the domain won’t damage your chances in Google. It’s pretty easy to see what the current standing of the domain you are purchasing is, if this is a domain with an active website. Simply do a site search: mydomain.com (replace mydomain.com with the domain) in Google. This will show a list of current pages cached in Google’s servers. Go

David Fairhurst Head of eCommerce, Intelligent Retail, www.intelligentretail.co.uk David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London

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through this list and look for anything suspicious such as pages crammed with spammy text and page titles. Next, check that the domain hasn’t been black flagged for association with viruses and malware previously. There are many tools out there on the web for this. Search for ‘website blacklist’ in Google or if the current domain owner has access to Google Search Console for the domain ask them to check the malware and ‘manual actions’ sections to make sure the site currently hosted on that domain hasn’t been previously flagged for malware or spam. Google are pretty good at informing domain owners via Search Console if a site has been hacked or infected with malware. If any historical action has taken place on a domain that already has Search Console set up then there will be a record, however if the domain you’re interested in is currently hosting a website and you don’t have access to Search Console try a search using the excellent Sucuri site search https://sitecheck.sucuri.net/. This should give you an indication if the site has in the past been hacked or infected with malware. If you find anything suspicious then walk away, the odds are that you will be spending money on a domain that won’t do your business any good at all.

Check the archive For domains which are not currently active, you can still find out a lot about the history of any website historically associated with that domain. https://archive.org/ offer the ‘wayback machine’ – a repository of historical websites. Simply type in the

counter-productive if your aim is to rank well in Google for ‘bathroom’ related keyphrases.

Check those links!

Image source, Pexels.com

domain name and you can find pages that used to exist on that website, which can further aid in your research into the worth of the domain. It is probably not a great idea to purchase a domain that was

previously used for a completely different kind of business. For example, one of my previous clients used to sell bathrooms and bathroom accessories, but the people who previously owned the domain used it

for a photography gallery and this was a well-established website which had gathered a lot of photography industry related links over many years. For a website offering bathrooms this is of no use whatsoever and is actually

Whilst we’re on the subject of external links, do a check of links that are pointing at any domain you are thinking of purchasing. There are several tools available to scan these links for free. Majestic and Open Site Explorer (Moz Tools) are two you can use to get a good idea of historical linking on any domain if you don’t have access to Google’s own search console for the domain. These can give huge amounts of data to aid in your purchasing decision and help you to avoid a potentially costly mistake. Look especially for links from spammy, low quality pages and from pages which are clearly off-subject. This will give a clear indication of a domain associated with low quality web content and one that is likely to have had low standing with search engines previously. You should walk away from the domain purchase where there are any obvious malwareinfected or manipulative pages.

Page not found. ;I KSX LIVI ǻVWX We remove copycat products of your baby brand from online marketplaces, protecting your business and your customers.

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“In terms of brand value, it’s the best money we have ever spent.”

snapdragon-ip.com the.lair@snapdragon-ip.com

– Cheeky Chompers

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focus BREAST PUMPS Picture courtesy of Medela

Express yourself A breast pump is a very personal piece of equipment developed to support mothers at an important time in their lives and for this reason it has to do a great job. We spoke to some of the industry’s finest to find out more. reastfeeding is a time of bonding but can also be an area that causes huge anxiety for new mothers. These anxieties can vary for a number of reasons: is baby getting enough milk, a feeling of perhaps awkwardness when out in public spaces, sourcing a comfortable nursing bra and of course, which breast pump, bottles and teats to use. However, a vital part of breastfeeding is the ability to express milk, often with the help of a breast pump. We asked Fiona-Jane Kenworth (Marketing Manager, Ameda UK) what are common anxieties that a new mum may experience when transferring from breast to bottle feeding? “Mums can become concerned about what is referred to as nipple/teat confusion amongst babies switching between breast and bottle feeding. Suckling from a bottle requires a different feeding technique for baby than breastfeeding as they have to fight against the vacuum build up in traditional baby bottles, so it’s advised to look for a fully vented baby bottle with a nipple shaped teat.” According to Public Health England, the number of women in England still breastfeeding six to eight weeks after the birth of a child has declined. Just over four in 10 mothers (42.7%) breastfeed their babies when they are six weeks old, according to 2017-18 data. The rate was 43.1% in 2015-16 and 43.8% for 2014-15. For those who are opting to end breastfeeding at this stage, many turn to breast pumps and start to express milk - making a transition from breast to bottle. Of course, many mums who breastfeed will eventually express milk. This occurs for a variety of reasons. This could be due to the return to work ethos, or to give more flexibility and freedom to the mother - being able to leave the home for a social evening or to enable dad to become a little more hands on with regard to feeding time - also enabling fathers to experience a better level of bonding. Brand names are also prominent in this sector, as they provide reassurance to mums who look for products to assist them during breastfeeding and also the weaning stage onto bottles. We asked Lisa Craven (UK Marketing Manager, Lansinoh) for her thoughts. “Becoming a new parent can be very daunting but knowing a brand or being recommended a branded product like Lansinoh can put parents at ease, as they know that they are buying something which won’t let them down when they need it the most. Parents know that when they

buy products from Lansinoh, they are purchasing from a trusted brand that has been supporting breastfeeding mothers for 35 years.” The team at Elvie agrees with their spokesperson telling us: “Like every sector, the brand name is extremely important. New Mums especially want to use brands that they know they can trust. They want to be sure that the product is reliable and safe so we believe a credible brand name is extremely important. Building a trusted consumer base is absolutely vital for Elvie.” Of course, when transitioning from breast to bottle, this is where a good breast pump will be used, but how do they assist? A spokesperson from Elvie commented: “Breast pumps allow parents to provide their baby with breast milk but not directly from the breast. It allows parents to continue to feed with breast milk even if the mum is apart from the baby. Mums experiencing latch issues are also able to feed with breast milk.” Fiona elaborates further. “Breast Pumps ensure that mum’s milk can be readily available not only helping maintain milk flow for when mum breastfeeds but of course for when transferring to bottles - helping give a steady supply of essential nutrients for baby. Mums can be assured that baby is getting all the essentials from her breast milk so easing anxiety about any feeding issues. “Expressing milk also enables the partner to participate in feeding, while still ensuring baby continues to receive precious breast milk.” As this is an extremely emotive product category, are mums conducting research prior to purchasing a breast pump? Lisa told us: “Research has shown us that mums start researching which brands/products to purchase whilst pregnant, with recommendations, either word of mouth or online, being the key driver for decisions around purchasing. “Award wins are also favoured positively, as well as strong product claims. For example, the Lansinoh Double Electric Breast Pump won gold in the ‘best breast pump’ category at the 2018 Mother & Baby awards, whilst 99% of mums would recommend our HPA Lanolin Nipple Cream to other breastfeeding mothers*.” With so much research conducted prior to purchase, what type of information do brands give new mums when we look at expressing milk? “We provide information and articles on expressing and safely storing breastmilk both on our website and through our tailored eCRM programme,” said Lisa.

Resea r c h h as sh o w n “ us t h at

mu m rese ar c h in g w h ics hdob start an d s/ p ro ducts to pu r c hras w h ilst p re gn ant , w e reco m men d at ion s, ei it h w o rd o f mout h o r t h er lin e , b ein g t h e key d riveon dec is ion s aroun dr fo r pu r c h as in g.

”

Lisa Craven, La nsinoh

“Our article on storing expressed breastmilk is one of the top five viewed pages on our website.” We asked Elvie’s spokesperson how important is innovation within this sector? “It’s incredibly important. The breast pump category has been completely overlooked and there has been very little innovation in this area for the past 20 years or so. “Women need technology that supports their needs and fits in with their lifestyle. Women’s health has been under-invested in and under-represented for years and that’s exactly what we’re on a mission to change. Elvie Pump makes breast pumping as easy, streamlined and flexible as possible for mums. We’re continuing to innovate and be responsive to the needs of women everywhere and we want the wider industry to do the same so that we can develop technology that works and helps women enjoy happy, healthy lives.” Finally, we asked Fiona what type of benefits can retailers gain by stocking these products? “Extensive research highlights that breast is best and mums-tobe will be encouraged by their midwife to breastfeed where possible and therefore a pump and breastfeeding accessories are a recommended purchase for all expectant parents planning to breast feed,” said Fiona. “Depending on how often a mum plans to breastfeed will depend on whether they wish to invest in a double electric pump or maybe a manual pump, so it’s a great revenue stream for nursery retailers.” We highlight products on the following pages that are currently available to order - get onboard the breast express.

*Source: Mum Hub Lansinoh HPA¬Æ Lanolin Survey - Feb 2018. Base 363 mums

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focus BREAST PUMPS

Anytime, anywhere Bébélephant’s reputation for being the UK’s distributor of innovative nursery products was further enhanced with them securing Elvie as a supplier. Elvie saw their long awaited second product, Elvie Pump, launch at London Fashion Week in September 2018. Elvie Pump is a complete departure from existing breast pump technology, sitting discreetly inside a woman’s bra and allowing her to express milk silently without being connected to any wires or tubes. The silent, wearable breast pump connects to a free app, which can be used to control the pump and monitor milk volume from the user’s smartphone, so that they can pump anytime, anywhere. Tel: 020 8202 1467 Email: info@bebelephant.com Web: www.bebelephant.com

Lightweight, small, portable Check out the latest innovations from Lansinoh. Compact Single Electric Breast Pump: Simple to use and the USB adapter makes it ideal for on the go use, whilst the LED indicator tracks strength of suction. The pump has two phase technology to mimic baby’s feeding patterns and five suctions levels, so mum can tailor for maximum comfort. Breastmilk Collector: Offers a simple way to collect breastmilk, so mums can save every last drop. Made from 100% silicone, it fits securely to the breast and creates natural suction for hands free use whilst feeding or pumping. It also has a secure suction base and neck strap to prevent spills. Tel: 0113 205 4204 Web: www.lansinoh.co.uk

Sized to fit Nuby’s range of breast pumps are designed to fit breasts whatever their shape or size.

The extra high-tech, extra gentle and easy to use Ultimate Double Pump encourages milk let down and mimics baby’s feeding action by drawing from the breast instead of squeezing the nipple. With 1-9 levels of adjustment in stimulation and expression mode this pump is perfect for expressing at home and on the move. With a small rechargeable li-ion battery that lasts up to three hours, it is the double pump of dreams that’s not only super quiet vs. other pumps but is really comfy to use too. Web: www.nuby-uk.com

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User friendly design Medela’s Freestyle Double Electric Breast Pump is a real celebrity favourite and truly the rolls Royce of breast pumps! Highly praised for its reliable, research-based, efficient and user-friendly design, the Medela Freestyle’s double design has also been proven to express up to 18% more milk compared with single pumping. It’s smart technology remembers mums’ most frequently used settings and it’s LCD screen makes it easy to express at any time – morning or night. Web: www.medela.co.uk

Matter of finesse Central Medical Supplies have added to the successful Ameda breastfeeding range with the addition if the Ameda Finesse Double Electric Breast Pump. The Finesse delivers all the technical aspects of the Ameda hospital breast pump in a discreet personal breast pump. Lightweight and portable, the Ameda Finesse is perfect for on-the-go and can be used for single or double pumping. The versatile pump has separate speed and suction dials with 32 fully customised options enabling new mums to tailor the pump to suit their specific needs. It features comfort flow technology which allows for a smooth and more consistent sensation which results in better milk flow. The quiet technology means it can be used anywhere at any time and includes a Hygeni-kit milk collection system and a proven barrier designed to protect both the pump and tubing and indeed the bottles from any mould and viruses. For information, please contact Central Medical Supplies on the below number. Tel: 01538 399 541

nursery today

focus SNAPDRAGON

How can I protect my brand from online conterfeits?

Rachel Jones is the founder and CEO of online brand protection company, SnapDragon, which she founded after successfully tackling fakes of her own nursery product, the Totseat. In an exclusive three-part series for Nursery Today, Rachel will be sharing her practical advice on the dangers of cheap knock-offs, as well as hot tips on how brands in the nursery sector can protect themselves online. nline sales of counterfeits are growing at an alarming annual rate of 20 per cent, meaning that the volume of fake goods sold online will soon surpass those sold by physical vendors. Adding to the issue are the rapid technological advancements that are now making it quicker and easier than ever to produce authentic looking replicas to sell online. European Union (EU) statistics show that counterfeit toys are one of the most commonly seized items by EU customs. Many pass-through customs and enter the EU market, ending up in store, on marketplaces, at fairs and car-boot sales. Many more are available online, easily found on websites and well-known online market places. Loss of revenue is a major challenge for any business targeted by counterfeiters and can have potentially devastating implications, particularly for smaller companies with little flexible income. Counterfeits destroy brand reputations and harmful fakes present a real danger to consumers. To protect your brand from counterfeiters online, here are some practical safeguards you can put in place…

Trademarks and design rights It is vital to file trademarks that are valid in the countries where you plan to sell and make your product, preferably before any information about it appears online. Most trademark attorneys offer a very cost-effective service around trademark 44

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registration and it’s even possible to file your own for a few hundred pounds. Registered trademarks are your first line of defence when copied online, and come highly recommended as being amongst the most cost-effective pieces of registered intellectual property available. You may also be able to file Design Rights for your product. These protect the shape and configuration of a product – not the function – but again can be extremely valuable in proving ownership of a concept. They are slightly more expensive than trademarks but likely to be worth their weight in gold if you have to use them in anger to protect your product and your business.

Secret Ingredients This trick can help those in the know, like your trusted network, to identify a fake that looks very close to the real deal. Using navy rather than black thread around a particular part of the product, for example, which will go unnoticed by those trying to rip you off yet to your factory is unquestioned, and merely part of the manufacturing spec. Security thread, that is only visible under special lighting, and holographic images can be useful. Updating your packaging regularly is also sensible. Share these product orientated secrets sensibly with your trusted distribution network and with the Customs Authorities. Register with the EU Enforcement Database which is ENTIRELY FREE – and equivalents in various other territories. These enable and ensure Customs Officials keep their eyes open for fake goods crossing borders – protecting your business and your customers.

Knowledge is Power Learn everything you can about intellectual property (IP) infringement issues. Counterfeiters are

constantly finding new ways to manufacture and sell their fakes, so you need to keep ahead of the game. Research all the latest scams and keep up to date with any new legislation.

Consider China Manufacturing in China offers many advantages, and many factories are far superior to what you might expect. However, as we all know, counterfeiting in China is a problem. If you chose to manufacture in China, visit and develop a relationship with your factory. Factories working directly with brands are much less likely to rip you off. Consider a non-disclosure, non-use, noncircumvention (NNN) agreement. This can be more effectively enforced in China, and is better than a standard UK, or US NDA. Ensure this is signed before sharing any information about your product to keep your IP as safe and secure as possible. Counterfeiting is a growing industry, especially in markets that are thriving, such as nursery and toy. Keep in mind that the more popular your product becomes, the more at risk you are of being targeted. Be vigilant, be alert and you will be successful in defending your brand, reputation, revenue and most importantly, your consumers. Web: www.snapdragon-ip.com

THE

BABYSTYLE TROPHY A NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 21TH YEAR OF THE NURSERY TODAY GOLF DAY

To encourage the golﬁng crème de la crème of the Nursery industry, Nursery Today introduces The BabyStyle Trophy. To be a winner be a part of a day of golf and essential networking. The team four-ball has always been closely fought and up until now each team member has received a handsome memento of a great day’s golf.

Now the company they represent as winners of the four-ball competition will hold this handsome trophy in their showroom/ofﬁce for one year as proof of their participation in this wonderful sport. MAKE A DATE IN YOUR DIARY Tuesday the 25th June, Puckrup Hall, Nr. Tewkesbury and just a couple of minutes off the M5.

Cost £100

For full details contact Malcolm Naish on 01442 289930 or email malcolm@lemapublishing.co.uk to book your team’s place.

focus

THE INSIGHTS PEOPLE

Tech-savvy parents IIs WhatsApp on your retail radar? t Parents Insights, one of the key trends we have observed is the extent to which a new ggeneration of tech-savvy new p parents are embracing apps, websites and social media as resources for guiding them on their parenting journey. We have already seen the internet overtake friends and family among first-time mums and dads looking for information, resulting in a new generation of super-informed parents who have access to far greater amounts of information than their predecessors. The same also applies to shopping. Whether it’s kitting out the nursery, filling the wardrobe or planning for an overnight stay away from home, having a new baby for the first time opens up a whole new world of products to parents. It is no surprise that this generation are using their digital skills to research and shape their purchasing decisions for items of all shapes, sizes and prices, from prams all the way down to baby bottles. Our data shows that parents are increasingly taking a direct approach when it comes to keeping up to date with the products offered by their favourite shops and brands, with more parents heading to official apps, email newsletters and websites to stay in the loop, while use of social channels like Snapchat, Facebook and Twitter has declined in the past three months. However, this could be set to change, as Instagram has recently launched in-app shopping and WhatsApp is set to roll out new features that will enable businesses to communicate more closely with customers. The Facebook-owned platform intends to introduce features that will let brands and retailers liaise directly with users, as well as offer things like in-app purchases and subscriptions.

Jenny Kieras Product Manager Experienced in product development and both B2B and B2C marketing, Jenny’s focus at Parents Insights is expanding the products offered by the business, which currently surveys 10,000 parents each year to give brands valuable insights into emerging trends. Jenny has worked for brands and with buyers and retailers in this industry for many years, so also knows it is more important than ever before to be able to stay ahead of trends and back product decisions with data and insight. Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

About Parents Insights Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 expecting and new parents (up to the age of 4), which is more than 10,000 every year – which enables brands and agencies to provide significant insight what is influencing into the attitudes, behaviour and consumption of this generations of parents. For more information on Parents Insights, a sample report and a demo of the Parents Insights award winning portal visit www.parentsinsights. co.uk/nurserytoday or call Jenny on 0330 159 6631.

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For bricks and mortar retailers, channels like WhatsApp can be an excellent tool for marrying online interactions with offline sales, especially among the new, superinformed, web-savvy generation of parents, many of whom already use the app to share their parenting journey with family and friends. Harnessing the power of WhatsApp, email newsletters and apps is crucial for retailers of all sizes, as

experiences are more likely to be shared in conversations with friends and family or on review websites than bad ones, meaning a positive interaction with one customer brings a very real chance of securing more business as they pass recommendations on to their peers. In a market that is increasingly becoming filled with new parents who are highly tech-savvy, it is crucial retailers are able to use

For bricks and mortar retailers, channels like WhatsApp can be an excellent tool for marrying online interactions with offline sales, especially among the new, superinformed, web-savvy generation of parents. engaging with - and building the trust of - customers is key in a day and age when these content hungry consumers also have access to so much choice and are extremely likely to share their experiences with others, whether they’re good or bad. Over eight in ten (82%) parents say they will share their negative experiences of a brand, but the percentage who say they will do the same for positive interactions isn’t far behind at 77%. Furthermore, good

digital channels to build and maintain relationships with their customers and demonstrate their value at a time when super-informed buyers are not short of options when it comes to where to make their next purchase, regardless of how big or small it is. For more information, a sample report and a free trial of Parents Insights’ award-winning portal visit www.parentsinsights.co.uk/ nurserytoday or call 0330 159 6631.

profile GRACO

Safety assured Graco are passionate about Child Safety – designing and developing car seats that give children the best in safety, security and comfort, and provide reassurance to parents when out and about in the car. Choosing a car seat is a big decision and can’t be left to chance. Children grow quickly and Graco’s range of car seats provides safe and practical solutions for all stages of the baby’s development from birth to 12 years old. Graco have already this year launched three new car seats, which demonstrates their commitment to the category and strive to maintain a strong position in the market place. Check them out!

The launch of SnugEssentials i-Size sees an extension to Graco’s range of R129 i-Size regulated seats. An amazing value-for-money infant car seat that combines safety and comfort for the first journey and all those to come, suitable from birth up to 12 months (40-75cm). With side impact protection and ultimate comfort with removable newborn insert, this seat is sure to become a hit. At only 3.25kg, it is easy to handle and carry, perfect for parents on the go. Graco recommends to use the SnugEssentials seat with the NEW SnugRide i-Size base, with its ISOFIX installation, providing optimal travel safety.

SlimFit / SlimFit LX Building on their heritage in the market, Graco have introduced a new family of 0+/1/2/3 combination car seats (from birth to approx. 12 years, 0-36kg) – SlimFit and SlimFit LX - their first ever rearward facing seats for longer – from birth to 18kg (approx. four years old). With longer lasting safety and comfort at every stage as children grow up, these modern looking car seats features innovative True Shield side impact technology and combined with EPS energy absorbing foam, they really do protect from head to hip. For ease of use and designed with parents in mind, these seats have a one-hand 10 position, headrest and harness adjustment with no-rethreading of the harness. SlimFit LX goes the extra mile with its ISOcatch connectors, which provides the added option and secure connections when in forward facing mode (from 9 months onwards), giving extra peace of mind. For ultimate comfort these seats include a removable body and head support and also offers four recline positions (two forward/two rearward) making them a great option all around. They really are the only car seats parents (and children) will ever need.

SlimFit Group 0+123 Midnight Grey

SnugEssen tials i-Size

SnugEssentials i-Size

SnugRide i-S ize Base

SlimFit LX Group 0+123 Midnight Black

Tel: 01889 808 900 Web: www.gracobaby.eu nursery today