Nursery Today September 2020 by Lema Publishing

www.nurserytoday.co.uk SEPTEMBER 2020 ISSUE 10 VOLUME 23

8IFUIFS ZPV OFFE PVS GVMM MPHJTUJDT TPMVUJPO PS KVTU POF FMFNFOU PG PVS TFSWJDFT XFhSF IFSF UP NBLFT ZPVS MJWFT FBTJFS 1

5FQQJYNXFYNTS

8YTWFLJ

6 &

7J\TWP

7JYZWSX

7JUFNWX

5NHPNSL 5FHPNSL

(ZXYTRJW 8JW[NHJX

10 J(TRRJWHJ

Interested? Email: TBMFT!DFOUVSZMPHJTUJDT DP VL or Call:

(FWWNFLJ

contents Re g ul a r s

SEPTEMBER 2020 ISSUE 10 VOLUME 23

Contributors

6 News Shop 12 Talking r Snapshot 23 Supplie Editor Penny Franks r Profile 30 Retaile penny@lemapublishing.co.uk ducts 42 New Pro Ad Manager y Products 46 The Bab Christine Contreras n christine@lemapublishing.co.uk Associatio

Ad Manager

the team

Simon Davis simon@lemapublishing.co.uk

CEO Alec Dobbie introduces FanFinders and shares more about the inspiration behind the business.

Ross Hewitt Ross Hewitt takes the decision to slow down and step back.

Production Director

Cover Story

Paul Naish paul@lemapublishing.co.uk

Production

p14

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

Lema Publishing Ltd

Hauck Hauck have a wonderfully diverse range, launching “Essentials, Comfort & Select” lines, the brand have something for every retailer and consumer wallet. Turn to page 14 to read more.

Rick Vickers rick@lemapublishing.co.uk Mark Naish mark@lemapublishing.co.uk

The Insights People Jenny Kieras takes gives insight into the growing inﬂuence of children on parents.

Marian McNamara marian@lemapublishing.co.uk

Managing Director

Barking Mad This month Pramland’s John Barker takes a closer look at operating on an appointment only basis - does this sound familiar?

p26

Sales Assistant

FanFinders

Features 16

Compact Folds

Night Lights

Meet the PR’s

Walkers & Motivators

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

www.nurserytoday.co.uk

p36

p16

7KH 8.Â·V RQO\ EDE\ WUDGH VKRZ

1HZ DQG UHWXUQLQJ EUDQGV DOUHDG\ FRQILUPHG IRU WKH HYHQW %RRN \RXU VSDFH RQOLQH WRGD\ KDUURJDWHQXUVHU\IDLU QXUVHU\IDLU

WK WK 0DUFK +DUURJDWH &RQYHQWLRQ &HQWUH

#KDUURJDWHQXUVHU\IDLU

ZZZ QXUVHU\IDLU FRP

+,1) 6HSW DUWZRUN 17 GUDIW LQGG

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

eptember is the month where we however is Nursery Today brings with it this would normally head towards month a new supplement - Product Launcher Cologne to visit the wonders that - where you will find many of your favourite Kind + Jugend brings, spot that brands showcasing new product launches that something new, meet with like minded people you would normally have seen within the halls and view new product demonstrations - I think of K&J or spotted at Harrogate. I can state for pretty much everyone in our This new supplement contains a variety of industry that our trade shows this year have categories, ranging from wheeled goods been sorely missed. through to eco friendly products - if there is an However, there is area where Nursery excels, it is definitely good news, both the R&D that goes into new products Product Harrogate Int. Nursery and innovation in our industry, with Fair and Kind + Jugend Launcher has brands continually keeping up with have unveiled their consumer demand and trends. arrived! 2021 dates and plans This issue, we also welcome FanFinders Check out the (Your Baby Club) as a new columnist to for next year. Harrogate is now the title. FanFinders have been providing enclosed fully focussed on its supplement to next industry event view an from 28th to 30th March 2021. This amazing will be our first nursery array of trade event in 2021. Next years event is product already shaping up launches nicely with Adrian Sneyd, show organiser, from your stating: “With almost favourite every industry event brands. cancelled this year due to the pandemic, companies are looking forward to the opportunity to get business back on track, present new products to the trade and meet up DISCOVER TH and network with potential clients. Harrogate E LUXURY ST ROLLER BR AND will provide the first chance in 2021 for companies to do this – and consequently we have received numerous requests (some from suppliers which haven’t exhibited for quite a few years) to participate in the show.” Visit www.nurseryfair.com or email Adrian at adrian@nurseryfair.com for more information. There is also positive news from K&J, with the show dates for 2021 being announced and will take place from Thursday 9th September to Saturday 11th September, making next year a three day event. You can find out more by visiting www.kindundjugend.com FOR BABIES GOING SOM For more info Although as an industry we haven’t been rmation turn EWHERE to page 14 able to see new product launches this year within the exhibition halls the good news

insights by way of our mini surveys that you have seen featured within many of our articles. FanFinders are a a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club, one of the fastest growing mums network in the UK. CEO Alex Dobbie introduces the company on page 12 and you will find further regular columns in upcoming issues giving consumer insights across a number of product categories. We here at Nursery Today are also sad as Ross Hewitt has made the decision to slow down and step back with his final column appearing on page 40. I would like to say a thank you to Ross for his articles over the years (five years and one month to be exact!) and wish him well in his future. So, back to this issue. We also take a look at the world of Compact Folds. This category continues to grow, with many brands now recognising the need to have Compact Folds within their range. Compact Folds, although not necessarily a new concept, have seen a leap in demand. This category continues to gain momentum with brands firmly focussed on weight, size and overall ease of use. Turn to page 16 where you will find a great array of products that are available to order now. This month we also highlight established PR companies who truly understand the Nursery Industry. Whether you are a brand, retailer or a fledgling company looking to get consumer awareness, why not check them out in our Meet the PR’s feature, starting on page 33. On a final note, you will notice that our cover star this month is Hauck. Hauck can easily be referred to as a heritage company, with almost 100 years’ experience, Hauck have built a reputation for quality and are now one of the leading names within Baby & Nursery in Europe. You can read more, and view their great new product launches by turning to page 14.

nursery today

news

Sponsored by

Protect with JUNIORJONES JUNIORJONES are pleased to announce the launch of a unique and innovative Stroller Visor. This specifically designed Visor is created to offer protection against existing and future viruses for babies and toddlers in the 0-3 age group who cannot wear face coverings when out in public. The J-PROTECT has been designed for use whenever and wherever a parent or guardian is required to wear a face covering. The Visor is a Universal product which will fit most Stroller Brands and attaches easily to the hood using magnetic straps. Web: www.juniorjones.com

Eco rascals available for UK retailers Organic bamboo is eco-friendly, biodegradable, heat, stain, odour and water resistant and most importantly it is non-toxic. Eco rascals is a welcome entry to the UK. Kate Harding is excited to announce the launch of eco rascals to retailers in the UK. The RETAIL MAMA sales and marketing freelancer said “The summer launch collection includes beautifully crafted bamboo plates, bowls and spoons. These on-trend, eco Weaning Essentials come complete with an extensive choice of colours so retailers can have a lot of fun to mix and match to suit their customer base.” Harding states that the eco credentials continue! “Eco rascals packaging is made using recycled card. Each product has a strong hang tab giving retailers the choice to hang the products or merchandise them on the shelves adjacent to ‘Weaning’, ‘Essentials’ or ‘Eco’ fixtures in store.” For Sales and Stockist enquiries please contact kate@retailmama.co.uk | 07545 868050

The Insights People appoint new Chairman

Time to look ahead Harrogate 2021 Harrogate International Nursery Fair is fully focussed on its next industry event from 28th to 30th March 2021. With the 2020 event cancelled due to Covid-19, the March 2021 event looks to be the first industry event for a very long time, making now the best time to ensure you have a plan looking forward and secure your position while there are options available. Adrian Sneyd, show organiser, explains: “With almost every industry event cancelled this year due to the pandemic, companies are looking forward to the opportunity to get business back on track, present new products to the trade and meet up and network with potential clients. Harrogate will provide the first chance in 2021 for companies to do this – and consequently we have received numerous requests (some from suppliers which haven’t exhibited for quite a few years) to participate in the show. “However, most exhibitors booked for the 2020 event wish to participate next year and have automatically transferred their stands over to the 2021 show. Therefore, space next year will be at a premium, so if you are a company considering getting involved for the first time, or returning after a break from exhibiting we recommend you reserve your stand as soon as possible to ensure a favourable position.” Full details about the show, including prices and booking forms, are available on the website at www.nurseryfair.com – or if you would like to discuss options with Adrian, contact him at adrian@nurseryfair.com or call 01902 880906. 8

nursery today

The Insights People has announced the appointment of children’s industry digital executive Stefan Lampinen as Chairman. Stefan’s career includes senior executive roles at Electronic Arts, NOKIA. Microsoft and Warner Bros – as well as being a member of Minecraft’s advisory board and the co-founder and chairman of the Swedish Games Industry Association. Stefan’s appointment comes at a time that The Insights People are going through significant growth having gone through extensive recruitment and their recent expansion into Australia and Canada, meaning that they are now surveying more than 4,000 kids every week across 5 continents and 11 countries, enabling them to provide real-time data on kids’ attitudes, behaviours, and consumption. Nick Richardson, CEO of The Insights People said: “I am delighted to welcome Stefan to the team, whose experience will be of great benefit as we scale up our business on all fronts.” Stefan adds, “There is no doubt that kids’ ecosystems are changing at a significant rate, posing a number of challenges and opportunities for brands and agencies. What The Insights People do through their Kids Insights and Parents Insights services is incredible and helps improve ROI across clients’ businesses. I have been impressed to the passion and ambition that drive The Insights People team and I am excited to become part of this young and fast-growing company”. The Insights People also shared some of their latest complimentary insight-led reports, covering key changes within kid’s ecosystem in the new normal. To get access to and download free reports, visit www.kidsinsights.com/freereport

talking shop This month we speak to established independent retailers about the rise in popularity of Compact Folds.

Jason Heller HUGGLE

Do your customers look to purchase a second lightweight pushchair/pram? Historically lightweight pushchairs were often a second purchase for many of our customers. However with the compact category growing over the past couple of years and with our customer base being predominantly urban parents, we are seeing many skipping this and just deciding the buy a compact stroller as their main pushchair.

If so, what are they looking for with regard to features of these? Our customers want the option to use their compact from birth as well as being able to make the most of the benefits when travelling (at home or abroad) or just storing their pushchair in a car for example. They must be genuinely compact and fold easily and with minimum fuss. They need to be able to offer a lie flat and also to be adaptable enough to attach a car seat. It is also really important that our customers can also purchase accessories such as cup holders, raincovers, mosquito nets, etc.

Do you feel we have seen an increase in the popularity of compact folds? Without a doubt - this category has been one of our biggest growth areas over the past few years.

Victoria Hampson NATURAL BABY SHOWER

Do your customers look to purchase a second lightweight pushchair/pram? Yes. Our compact lightweight pushchairs are consistently one of our top selling categories. Parents are always looking for ease and convenience to make day to day family life easier and lightweight pushchairs help with these demands. They aren’t just being used for family travel anymore. We have seen an increase in parents opting for lightweight pushchairs as their primary everyday pushchair, simply for the ease and practicality they bring to suit the modern family lifestyles.

If so, what are they looking for with regard to features of these? I would say the features parents look for are most obviously the fold, both the compactness of the fold but also the ease of it. Secondly it is the weight of the pushchair, they want it to be light enough to carry and move around with when out and about without being cumbersome. An increasingly popular feature that is growing in importance is the ability to use a lightweight pushchair from birth, so a lie-flat seat is becoming a key feature. But also, the addition of a bassinet or cocoon for that extra touch of comfort and luxury for newborns, or even the function of attaching an infant car seat is always a nice feature to create a full travel system . Do you feel we have seen an increase in the popularity of compact folds? Absolutely. Babies need a lot of stuff so any areas that parents can buy space saving items to make it easier to store in their home, to pop in the boot or travel around with is a big plus. Compact folds offer parents the benefit of being able fold down and stow away so much smaller than the more traditional bulkier pushchair styles. The ease of the fold is also important to parents, so a truly one-handed compact fold wins pretty much every time.

nursery today

Sara Hubbard

WHITES FARM BABY BARN Do your customers look to purchase a second lightweight pushchair/pram? Here at Whites Farm we often find our customers are a bit of a 50/50 split on this subject - they either use their original travel system all the way through until baby is walking and out of prams, or they purchase a lighter option fairly early on. We often say if the system works for you perfectly (with the exception of holidays abroad when we are allowed to go!) then there is little need for a second stroller.

If so, what are they looking for with regard to features of these? We are moving away from customers looking to purchase an ‘umbrella fold’ for under £50, and more towards people wanting a sturdy quality model for a little more. They generally ask for a one hand fold, or something that folds small enough for cabin baggage as to not have to double up with other travel items.

Do you feel we have seen an increase in the popularity of compact folds? We have! Around our area in Colchester, Essex lots of new build developments have smaller houses and flats on offer for new families starting out, so people are needing something more compact to fit in with their home life and storage needs. Car boot space is varying, but many young parents only have small cars without the option financially to upgrade to something larger.

Claire Petrie SUGAR PLUM PRAM & NURSERY CENTRE Do your customers look to purchase a second lightweight pushchair/ pram? That is a definite yes for a lot of our customers. More specifically our customers look for a good lightweight pushchair that is also compact enough to fit in the car with ease (and dog and shopping!) but also still cope with rougher terrain for countryside walks. For this reason, customers tend to avoid the umbrella fold strollers but will purchase them more for holidays abroad and travelling by plane.

Do you feel we have seen an increase in the popularity of compact folds? I would say another yes. Even with the full travel system, customers are looking for easy, compact folding of the frame/pushchair.

Donna McCullough SAMUEL JOHNSTON BABY

Do your customers look to purchase a second lightweight pushchair/pram? For sure, many customers and retailers come back to Samuel Johnston Baby for a lightweight stroller. Maybe they are going on holiday or just need a light buggy for hoping on and off public transport

If so, what are they looking for with regard to features of these? Customers are still hooked on the compact fold, but they also want something that does not weigh a ton! The likes of the JANE rocket weighs in at around 7.5kgs. So it’s a great choice.

Connect with care

Liip Smart Monitor is the world’s first smart bracelet for baby healthcare.

iip aims to comfort parents providing them with information about their baby’s well-being, as well as allaying their concerns and doubts as their child grows. Liip detects and monitors a baby’s main vital signs, such as oxygen levels, heart rate and distal

temperature, and records them on the LiipCare app, continually updating parents should any change in baby’s health patterns occur, plus storing this information of records for up to a year. With this unique technology parents are provided with relevant and valuable information related to their baby’s breathing, heart rate and sleep patterns, a feat not achieved by any other monitoring system presently available. Liip’s reliability and comfort have been studied by a medical team on new borns to seven years of age and also in comparison to medical equipment, has demonstrated a 98 percent success rate on accuracy. The Liip Care application on media devices sends detailed information about heart rate, oxygen and distal temperature of baby. Tel: 01842 266233 Email: contact@precious-bear.com Web: www.liipcare.co.uk

nursery today

Consumer insights:

FANFINDERS

Welcome to FanFinders

CEO Alec Dobbie shares more about the inspiration behind the business, how they support brand partners and plans for expansion.

anFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to oﬀer via Your Baby Club, the fastest growing mums network in the UK. Back in 2012, we were looking at ways of taking the traditional in-person baby club sign-up online, with the core aims to arbitrage the cost of ﬁnding a member, reduce data list-selling and the subsequent spamming. Having experienced the impact of more traditional marketing methods after starting our own families, we wanted to put the power of controlling where data goes in the hands of parents. The objective was always permission based marketing to parents through 1st party consent and consumer choice – and that led to us launching Your Baby Club in 2013 on the FanFinders platform.

Doing things differently

From the start, our ambition was to bring something diﬀerent to the marketplace. A familiar concept, but with a modern, digital execution. There is no doubt that we operate in an important yet niche sector. However, traditional baby marketing had relied on big brand sponsorship through sampling and couponing, not to mention rate cards that came with set costs and, yes, no promises. The theme running through all of these processes is the same: no way to measure or track results. We wanted to ensure our brand partners could actually see the results they were getting, so from the start we have been a pay-on-results marketing business and have stuck with that model. We’ve even built our own custom

nursery today

analytics platform, Unite, which lets companies monitor their campaign metrics and insights in real time. Of course, no discussion about using data is complete without bringing up privacy, which still holds some element of fear for brands big and small. As performance marketing and intelligence has experienced growth, alongside the strategic importance of apps and social channels, our transparent approach and being able to prioritise that value exchange between brand and consumer has been one of our biggest strengths. While GDPR and the shift online has seen a lot of traditional data programmes fall by the wayside, we’ve worked from the beginning on making compliance central to our oﬀering. It’s why we’re the number one supplier of 1st party opt-in data in this market.

Your Baby Club

Our network is our baby. It has grown to over 2.5 million members in the UK, covering over 80% of the market, and makes over 25,000 connections every day. We designed Your Baby Club from day one to be personalised, globally scalable and innovative. What that means is that, as we keep learning more about what both mums and our clients need, we can work out how to add extra value for both. One of the biggest misconceptions around is that having your data work for you and building complex content hubs or sophisticated ecommerce infrastructure is only for the big boys. Sure, we work with some of the leading players in the industry, but acquiring new customers, developing your own marketing lists and gaining crucial insights from those interactions is something every company in the nursery market should be doing; we can help you do this.

Finding out why someone is interested in or purchased your products is just the first step on developing a roadmap of digital engagement, with multiple contact points and building the knowledge to weather situations like the recent pandemic. Let’s not forget about great content either, as data is only one small piece of the puzzle. Our new platform is about helping and inspiring new parents, which is why we’re continually working with bloggers and experts. With over 2 million families opted-in from 1st trimester through to nursery age and a reach of 14 million across our social channels, we help our partners speak to parents at different life-stages, whether it’s email marketing at scale, sharing resources or tailored offers. Making our technology hyperpersonalised and responsive in the same way represents the next part of our journey.

SNext steps

Back in 2018, we launched Your Baby Club in the US. It covered 33% of the market within a year and now has over 2 million members. In addition to building the best version of our software yet, we hope to see our platform in more places around the world soon. We fully expect that there will be a number of hurdles with our plans for international expansion, whether it’s managing remote workforces or interconnecting with the right brands globally, but everything we do will be based on the same vision: creating a better experience for our users and more bespoke marketing opportunities for our partners. FanFinders will be sharing consumer insights and analysis from its Your Baby Club network in upcoming issues.

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

cover story HAUCK

Heritage with Hauck Hauck is a brand of exceptional foundations and beliefs. While people talk of Heritage, Hauck is the exact definition that comes to mind when thinking of long standing values, and rich history.

auck was founded in Germany in 1923. With almost 100 years’ experience, Hauck have built a reputation for quality and are now a leading name within Baby & Nursery in Europe. With continued investment into the UK head

office, Hauck are committed to ambitious brand development plans and long term partnerships that remain long after Brexit has become just a word of the past. Now, nearly 100 years later, the industry may have changed, but the founding values of safety and quality for baby and parents stays true to the heart of Hauck. As a group, Hauck have a wonderfully diverse range, launching “Essentials, Comfort & Select” lines, the brand have something for every retailer and consumer wallet. Whether looking for great design, impressive quality or just something new Hauck have the perfect offering.

ATLANTIC TWIN: The amazing Atlantic Twin offers versatility and is perfect for twins or siblings. Built to last, this duo will take you from birth to 3 years old.

nursery today

COLOURS

HAUCK VISION X, where functionality meets style: The Vision Frame is the foundation of this perfect Travel System, accommodating either a Seat, a large Carry Cot or an infant car seat. Customize your VisionX according to your individual taste. Combine your frame of choice with your favorite seat and pram and style the look of your stroller however you want.

So, how do Hauck look to build this reputation? In recent years, Hauck have invested in state of the art product management systems, allowing them to support online development for all partners, while improving diversity in online offerings. The team are looking to work hard with their partners, delivering digital enhancement support, and focused growth support plans to enable their retailers to build sales, and increase market presence. Not only will Hauck be supporting the increasing online demand, the group are investing in eye catching POS material that will bring new life to your shop floor. If you would like to see how the team at Hauck can support you in store, now is the perfect time to become a partner and plan the refresh for 2021. A considered marketing plan looks to take shape, with cross channel media plans being set up to ensure customers come to store looking for Hauck’s hero product ranges. Recent investment for the group adds huge depth and quality at the Hauck head office in Germany with new appointments in marketing, product development and also sales. The appointments are already creating a positive new future, with the group looking forward to upcoming product launches including, the pictured Swift X, Alpha+ Select, Vision X and the exciting new double, the Atlantic. Hauck have really hit the styling on the head with tasteful new fabrics, great functionality and modern design. Alongside the great new style, they are showing some incredible innovation across the category. These new products really support the kickstart of the new path Hauck are taking, which see’s a focused range plans, building product selections across the new “Essentials, Comfort and Select” lines. These lines help the brand create exclusive ranges for various sales channels, meaning considered launches across their retailer network and something to suit all of retailer partners across the UK. With the future in mind, Hauck are committed to building relationships and a network of support for retailers here in the UK. The company really understands the difficulties everyone is facing this year with Covid-19 taking such an effect on our industry and the world and Hauck are passionate to help. This is why the brand has committed to creating detailed plans for their partners, and would like to open up to all in the industry as we move forward into the “new normal”. The brand invite you to get in touch and see how they can support you coming out of this pandemic stronger than ever before.

THE NEW “CUSTOMIZABLE” SWIFT X: There is a Swift X for everyone. CREATE YOUR OWN, FREE STANDING COMPACT that offers a wide range of XXL SUN CANOPY styles including exclusive Disney designs. The ultra-light, space saving stroller from Hauck.

ALPHA+ POP: Part of the iconic ALPHA family. Discover the Highchair in different styles and colours. A comfortable highchair that grows with your baby. Combine with the newborn Seat Alpha+ Bouncer. Made with sustainably sourced FSC approved wood, you can have lasting beauty and a clear conscience, knowing you have made an eco-friendly purchase.

Get in touch If you would like to arrange a viewing of the new range and see how Hauck can support you, please get in touch. Glenn Harrison – Commercial Director – gharrison@hauckuk.com David Whitehead – Account Manager – dwhitehead@hauckuk.com Tel: +44 (0) 1978 664362 nursery today

focus COMPACT FOLDS

Compact world Compact Folds have continued to rise in popularity and brands have reacted by ensuring these are included within their product portfolio.

says… The surveymarketing

ursery In April 2020 N r ders through thei specialists FanFin ked as Your Baby Club online platform i survey om a larger min fr s er um ns co 6 45 lds. g on compact fo questions focussin rs shchai online? ld pu ch compact fo Did you resear

) Yes: 314 (68.9% No: 142 (31.1%)

r an item Did you look fo fold’ option?

) Yes: 232 (50.9% ) 1% 9. (4 4 22 No:

that gave a ‘one

r a brand Did you look fo d? ise recogn

hand

name that you

) Yes: 282 (61.8% ) 2% 8. (3 4 No: 17

ders and the ation on FanFin For more inform they oﬀer, consumer insight 808 3011 or visit please call: 0203 om www.fanﬁnders.c

“A n in crea sing ly popula r fe ature th at is grow in g in impo rtan ce is th e ab ility to use a lig htw eigh t push ch ai r from bi rt h” Vic to ri a H a mps on , N atur al B ab y Sh ow er 16

nursery today

he desire for nursery products that are stylish yet practical has definitely been noted within Compact Folds. Since becoming a staple product product offering by many brands who cater to the wheeled goods sector, and with many parents living urban lifestyles, compact folds, although not necessarily a new concept, have seen a leap in demand. This category continues to gain momentum with brands continuing to look at weight, size and overall ease of use. We asked Dorel’s Marketing Manager (UK & Ireland) Debbie Wakefield what she feels would be a typical reason for the purchase of a compact fold? “Compact folds are still more commonly used as second stage pushchairs. However, the number of people using them as their primary pushchair from-birth is increasing, especially when you look at more densely populated areas like London. “Therefore, one of the main purchase drivers of a compact fold can be the location and lifestyle of a family. Parents living in the city where space is at a premium, and who may often travel using public transport, are more likely to opt for something a little smaller and lighter than those who live in more rural areas.” Therefore, is location and lifestyle of the consumer the main reason why compact folds become so popular? “These products are a big hit with those who live in towns and cities as they make travelling through built up and busy areas much easier.” Joie’s Head of Product Development, Damon Marriot told Nursery Today. “Being lightweight and easy to fold are key features if you live in a metropolitan area because you are more likely to need to use public transport and anything that makes that easier is always a bonus. Compact folds are also a popular choice as a second pushchair to take on holiday or to leave at the grandparent’s house – they’re especially handy when travelling as many can fit into the overhead compartments of planes.” With an increase in demand, we asked Cybex’s General Manager, Luke Burns if he felt that consumers were looking for the same functions of that of a larger travel system? “Yes, parents have almost come to expect their compact pushchair to have innovative functions and be able to use in place of their larger travel system. So, things like parentfacing or a completely lie-flat seat become key. Parents’ purchasing reasons will impact what

they choose but we believe if they are investing in a compact stroller, it should mirror the convenience and comfort of a larger travel system.” We also asked independent retailer Victoria Hampson (Natural Baby Shower) what her customers are typically looking for when selecting a Compact Fold. “I would say the features parents look for are most obviously the fold, both the compactness of the fold but also the ease of it. Secondly it is the weight of the pushchair, they want it to be light enough to carry and move around with when out and about without being cumbersome.” Victoria also stated: “An increasingly popular feature that is growing in importance is the ability to use a lightweight pushchair from birth, so a lie-flat seat is becoming a key feature. But also, the addition of a bassinet or cocoon for that extra touch of comfort and luxury for newborns, or even the function of attaching an infant car seat is always a nice feature to create a full travel system.” With this being a product category that has seen huge leaps forward with regard to design, we asked Debbie if she felt that these have these now replaced the umbrella fold pushchair? “There is still a demand for the umbrella fold pushchair as this solution still works well in some circumstances. However, the compact fold is now taking a bigger share of the market. This is growing constantly so we expect to see this to increase further with the introduction of more innovation in this category.” And what about innovation? We asked Damon if he felt we may see further innovation within this category? “Since this category is relatively fresh, we should see plenty of innovation over the coming years. Weight is incredibly important and so finding ways to shave off extra grams can tip the scales in a products favour. The design of the fold function can also have a big impact as smaller and more convenient folds provide real-world benefits to parents.” Debbie agrees and can only see this category continue to grow in both ranges available and innovation. “There has been a lot of innovation in this category and we feel that this will continue. In 2021 and beyond we predict the emergence of more brands looking to create even smaller, airline-approved folding pushchairs that don’t compromise on their range of features.”

Everyday travel companion This fully-featured compact stroller is perfect for city living or jet-setting travelers. TRIVâ&#x201E;˘ is cleverly designed with a seat that can face both ways and fold both ways, and can easily convert to a travel system. The ring adapter can even fold with the frame, creating the perfect sidekick to your everyday adventures. For a quick trip to the corner store or getting across town, TRIV is a natural city dweller that packs up quickly with a one-hand fold and stands on its own, keeping your busy hands free. Find out more at nunababy.com

focus COMPACT FOLDS

Coming soon!

Introducing Libelle from Cybex - an ideal travel companion. ry market, the Libelle is the One of the smallest foldable strollers in the nurse r journeys. In just seconds, perfect travel companion for day trips and longe is small enough to fit that ge it can be folded into an ultra-compact packa or to store away in an plane a on take car, into a bag, pop in the boot of any train. a on overhead compartment as a travel system Weighing just 5.9kg, the Libelle can also be used car seats. infant from birth when used with one of Cybex’s gold an ions, posit e reclin nite Additional features include infi . nsion suspe l whee frontth smoo adjustable leg rest and ious luxur ted upda X’s CYBE res featu The stroller also a fabrics, with added detailing on the wheels for contemporary finish. ing The Libelle comes in five different colours includ Pink olia Magn Grey, Soho Blue, River Blue, Navy and Deep Black. It’s available from October 2020. A travel bag can be purchased separately.

www.cybex-online.com

Love to travel Joie’s tourist is suitable from birth to 15kg. Compact and nimble, it is the perfect companion for urban life and those that love to travel. The seat has the option to be completely removed, so the sleek chassis can be used with a carrycot or infant car seat independently, or both can be used in conjunction with the pushchair seat in situ. Finally, transitions back to the full pushchair when your little one is ready to sit up and see the world. The tourist is one of the lightest, fully featured pushchairs on the market weighing just under 6kg and folds into one piece in a matter of seconds - the easy action can even be performed with one hand. The built-in handy carry strap and custom bag make it portable and easy to carry upstairs and onto public transport.

Flat fold design The PEPP next flat fold design is so small it happily tags along to wherever you’re heading and can be wheeled behind like a piece of luggage. PEPP stands upright when folded for easy storage and pairs perfectly with the PIPA series car seats – taking trains, planes and automobiles in its stride. As the ultimate space-saver, it quickly opens up to provide a safe, fully loaded, sophisticated ride while the complete canopy system, silent pull-down dream drape and all-season seat – with a threeposition recline – allow for super relaxed riding and plenty of space.

www.nunababy.com

Web: www.joiebaby.com

All in one solution Safe, Simple, and Compact — the Doona Car Seat & Stroller has it all. Combining innovation and style, the world’s first complete and fully integrated travel system transforms from car seat to stroller in one simple motion. No matter where you’re going, it takes less than five seconds for you and your little one to get in and out of the car. With Doona, you never have to lug around a heavy car seat. This Car Seat and Stroller allows you to easily navigate the streets, hop in a taxi, or walk up the stairs, all without disturbing your sleeping child.

0161 702 5050 | sales@cuddleco.co.uk |www.cuddleco.co.uk

nursery today

%CDKP NWIICIG CNNQYCPEGU OC[ XCT[ FGRGPFKPI QP CKTNKPGU

I D E A L FO R TR AV EL*

360

PA R E N T & F R O N T FAC I N G

CYBEX-ONLINE.COM

focus COMPACT FOLDS

City living Perfect for city living or jet-setting travellers this fully-featured compact stroller has an easy-to-fold flat design, oversized storage basket and easy to flip fold seat. All of TRIV’s features are designed to ensure a smooth ride for little ones – even on bumpy roads – as well as easy manoeuvrability for parents. From its one-hand adjustable push bar and quick-release, five point no-rethread harness to its all wheel suspension, one-touch brake and front swivel wheel locks – Nuna’s TRIV is ready for every journey. Equipped with Nuna’s Ring Adapter, the TRIV is also travel system ready.

www.nunababy.com

Metro gets an upgrade Compact meets comfort with the Ergobaby Metro Compact City Stroller. Upgraded and updated for 2020, the Ergobaby Metro is compact and light enough to take parents everywhere they need to go, and is tenderly designed for the ultimate in cosiness and care. The newly redesigned canopy fabric is more rugged and hard-wearing for longer-lasting protection and comes in new sophisticated colourways Plum and Marine Blue to join classic Grey and Black styles. A specially reinforced aluminium frame makes the Metro even more durable yet just as lightweight as before, while supporting a higher maximum weight limit. Upgraded wheel bearings give parents and caregivers a smoother push. Contact your account manager for more information.

service@ergobaby.co.uk

Fully adjustable

Stylish strolling Inglesina launches The Quid 2 and the Quid 2 Vespa Edition in the UK With the new Quid 2, Inglesina has created the perfect marriage of function and style: the Italian fabrics and design detail make this stroller the ideal choice. Only 5.9kg, with the largest and widest seat in its category, it is ideal for babies up to 22kg. This ultra-compact stroller folds down to cabin bag size. Also available in the NEW Quid 2 Vespa edition, it brings a touch of iconic Italian design into the nursery sector.

www.inglesina.uk 20

nursery today

The Push Me Kwik compact fold stroller from Red Kite does what the name says! Simple to fold and amazingly lightweig ht, the Push Me Kwik is a great practical stroller for out and about town. With a soft and comfy padded seat that has several lie back options making this suitable from birth , it also has the added comfort of a padded adjustab le leg rest and bumper bar for added safety. Easy to fold down into a very small and efficient compact size with the use of the simple one hand mechanism. The joy of the Push Me Kwik though is the incredibly smooth and easy manoeuvrability that this stroller provides. Soft grey textured fabric on a classy modern matte chassis , a large practical shopping basket and raincover supplied as inclusive to give the Red Kite family value you expect from them.

01454 326 555 | www.redkitebab y.co.uk

Perfect family companion Introducing Cybex’s new 360° twist stroller. The new Eezy S Twist +2 can be used as a parent-facing and front-facing stroller from birth up until four years (approx. 22kg) in the forward-facing position. With just one hand, parents can easily turn the seat to position their little one out into the big world or towards them. The seat unit can be used in the full lie-flat position from birth without the addition of a newborn pack, ensuring baby is always comfortable on the go. Parents can choose to use the Eezy S Twist +2 as a travel system, by simply selecting the seat unit, the COT S, COCOON S or one of CYBEX’s award-winning car seats including the CLOUD Z i-Size. Featuring all-wheel suspension, the stroller provides a smooth ride on multiple surfaces so parents will have no problem tackling the city streets, countryside paths or uneven sidewalks with ease.

www.cybex-online.com

Urban living

New to the Maxi-Cosi family comes the ultra-compact and lightweight pushchair the Lara². Ideal for urban families who are always on the move and need that extra bit of space and convenience. With Lara², parents can easily take their little ones with them no matter where they want to go. It’s suitable from birth to approximately 4 years old (22kg) and weighs just 6.3kg. It has a shoulder strap allowing it to be carried easily and also boasts an easy one-hand flash fold, which means that it can be opened or collapsed with minimum effort. Not only does it have three recline positions with lie flat for relaxing naps on the move, it also has two storage baskets so parents can always have everything to hand. Made with premium, breathable mesh fabrics for a cool and comfortable ride for baby, Lara² is also compatible with selected Maxi-Cosi car seats to be used as a complete travel system.

www.maxi-cosi.co.uk

focus COMPACT FOLDS

Strolling side by side

Redefining side-by-side strolling, the new look Oyster Twin is ideal for families with close-in-age siblings or twins. Optimising manoeuvrability, the Twin is easy push around and at just 76cm in width – will fit through most doors. For strolling outdoors, the Oyster Twin features all-round suspension, puncture-free tyres and lockable swivel wheels for relief on uneven terrain. Suitable from birth to 22kg (per seat), Oyster Twin puts comfort first with independent lie-flat seats, adjustable calf-rests and retractable canopies (each to their own!). True to the Oyster way, the Oyster Twin is incredibly practical – 2x deep shopping baskets (to help separate items), a single bumper bar, fitted raincover (included), a compact scissor fold (just 27cm in depth and freestanding) and a weight of just 9.5kg (incl. seats). The 2020 Oyster Twin is available in the signature Oyster herringbone fabrics – Mercury & Pepper, and are set apart with quilted stitching on the seats.

01509 816 444 | www.babystyle.co.uk

Coming soon from Cybex

LIBEL - the space-saving stroller for your next staycation. Looking for the perfect stroller for your next staycation? Look no further than CYBEX’s brand-new smallest stroller, LIBELLE. One of the smallest foldable strollers in the nursery market, the LIBELLE is the perfect travel companion for day trips and longer journeys. In just seconds, it can be folded into an ultra-compact package that is small enough to fit into a bag, pop in the boot of any car, take on a plane or to store away in an overhead compartment on a train. Weighing just 5.9kg, the LIBELLE can also be used as a travel system from birth when used with one of CYBEX’s gold infant car seats. Additional features include infinite recline positions, an adjustable leg rest and smooth front-wheel suspension. The stroller also features CYBEX’s updated luxurious fabrics, with added detailing on the wheels for a contemporary finish. The LIBELLE comes in five different colours including River Blue, Navy Blue, Soho Grey, Magnolia Pink and Deep Black. It’s available from October 2020. A travel bag can be purchased separately.

www.cybex-online.com

Sleek design My Babiie’s new ‘SOHO’ compact stroller from Nicole “Snooki” Polizzi and Christina Milian. Sleek, slender designs with a simple, compact fold that transforms into a small, easy-to-carry parcel. Suitable from birth, with its full recline, to maximum 15kg, this stroller has classic designs from Camo print to a Morrocan style, long strolls, urban living and traveling with your little one, is more convenient with the ‘SOHO’ compact travel stroller. To top it off these strollers come with an extendable 3 position hood and handy viewing window on the back of the hood so parents can keep an eye on their precious cargo. MBX4 - Ultimate Lightweight Compact Stroller In addition to the ‘SOHO’ stroller My Babiie double up their compact offering with the MBX4, suitable from birth to maximum 15kg, this Ultra Lightweight stroller by Billie and Samantha Faiers are perfect for days out and shopping trips. With all round suspension, a multi position recline and 3 position canopy, these strollers are perfect for going out and about. The lightweight design and compact fold make this stroller perfect for when you are on the go. Whether you are jumping on and off the tube or bus, jetting off on a plane or packing it in the boot of a car, we’ve made life a little easier with the MBX4 stroller. With a folded size at just 60cm x 25cm x 46cm this stroller is perfect to take on your travels and at a weight of just 5.8 kg lifting and carrying a stroller has never been so easy!

www.mybabiie.com 22

nursery today

supplier snapshot This month we spoke to a couple of the industry’s finest to find out their thoughts on our industry trade fairs and how they are currently promoting their ranges.

Glenn Harrison

R, HAUCK UK LTD COMMERCIAL DIRECTO Harrogate Int. Nursery and h Kind + Jugend

With bot to next year, do you Fair having to postpone act on your business? envisage this having an imp a great time to showcase are Of course it will, the shows with all of our favourite new product, and catch up customers. nge in the business and This year, with so much cha ing com so many new products have through, the shows would t the por sup to us for t fec been per We UK. the reinvention of Hauck in ible red inc the can’t wait to share have energy and excitement we all. you h wit you were looking ts within your range that Do you have any produc se? forward to showcase at the thods to showcase working hard on other me We do, as a company we are t thing we can bes the , our partners, but now the complete new range to plan visits in, can we and er nag r account ma advise is to book in with you end of year. right the way through to the ns to the range wcase exciting new additio sho This way we can constantly s. ard onw 1 iting plans for 202 and discuss the groups exc magazine, but the you can see in this months ts duc pro se Some of the X, Vision X and the ift ngside launches of the Sw Alpha family has grown, alo g for Hauck and itin exc y ver g - the year is lookin incredible Atlantic Double partners. t 2020 ? sumer trends throughou Have you noticed any con buying brands that on d are now more focuse ers sum con see we ly, nite Defi w personality and es, so it is important to sho align with their own core valu se days. core values in branding the eco friendly is a e movement to being more hug a t tha ee agr all can We Our eco footprint sly. iou ser on we have focused great thing, and something can improve. Our stantly looking at how we is important and we are con eloped onsite. Also ning on solar energy all dev European head office is run ing and sourcing kag pac improvements in our we are continually making iness. footprint throughout the bus methods to better our carbon r as this will ibit at Harrogate next yea Will you be looking to exh de exhibitions in 2021? kick-start our nursery tra Covid we want to in, with continued risks from At this time, we are uncerta put our energy into t into our retail partners and focus on how we can reinves ip. ls of support and partnersh creating much deeper leve ensure they feel the brands, and our focus is to to Retailers are so important love.

this year, what de platforms taking place As a company, with no tra e missed by not aspect for you that you hav would you say is the main shows in 2020? being able to attend trade of our new product lost has been presenting all Naturally the biggest aspect iod of time. in one place, over a short per shows by coming to s that show support to the iler To all of the incredible reta you and keeping must focus on coming to see visit, thank you, but now we ch social mu feel the same not having as you safe. It certainly doesn’t fewer sore heads. ng oyi enj but I’m sure people are ne, ryo eve h wit tion rac inte

Amanda Loveday ERGOBABY

With both Kind + Jugend and Harrogate Int. Nursery Fair having to postpone to next year, do you envisage this having an impact on your business? These shows are extremely important events for our business to not only showcase new products to the retailers but to also have one-to-one time with them too. We have been working hard to find a way to still communicate all our new launches and initiatives to our retailers and look forward hosting an online event in September.

Do you have any products within your range that you were looking forward to showcase at these? Yes absolutely, we have a number of products to share with our retailers that we will instead be showcasing in September at our online event, you can contact your account manager for more information on how to join. Have you noticed any consumer trends throughout 2020? 2020 has changed the world in uncountable ways and one of the most profound effects we’ve seen is how babywearing has so rapidly transformed into a part of everyday life for so many parents. Lockdown has enforced scenarios that no one saw coming and babywearing is uniquely suited to helping parents adapt to these. For example, those who have babies or toddlers but also had to oversee distance learning for an older child found themselves required to provide the same constant care for their younger child whilst needing hands free to help with schoolwork. Providing a newborn-specific carrier has also helped entry into the market for many people while our Cool Air Mesh carriers have done particularly well over the summer months, due to the provable benefits they provide in terms of regulating temperature for both parent and baby. Will you be looking to exhibit at Harrogate next year as this will kick-start our nursery trade exhibitions in 2021? Absolutely, we wouldn’t miss it! As a company, with no trade platforms taking place this year, what would you say is the main aspect for you that you have missed by not being able to attend trade shows in 2020? It is the one-to-one contact with retailers we’ve missed the most, both for the obvious pleasure of face to face conversations and catching up with all our retailers but also to provide them with an opportunity to physically touch and feel the products, as this how the superiority of quality across all Ergobaby’s products is best communicated.

nursery today

nursery matters JOHN BARKER

Barking Mad This month Pramland’s John Barker takes a closer look at operating on an appointment only basis - does this sound familiar?

ello one and all! I hope you are all well and you’ve been busy. This month I thought I’d tell you an amazing story, please don’t go expecting a genre deﬁning tome akin to a masterpiece like the Lord Of The Rings, my story is more in line with The Hungry Caterpillar. It is however a true tale that will make you laugh and shake your head with dismay at the stupidity and ignorance of the general public. We, like all of you, have been operating appointments since we re-opened back in June. It’s a fact we haven’t hidden on our website or social media, in fact it is something I mention often and as we approach a weekend I make sure it is pinned securely at the top of our Facebook page. So the day is Saturday and we’ve been busy with a steady stream of sensible customers that have taken the time and effort to book an appointment. We had to turn a few people away (or chancers as we now refer to them) as we were full up and they hadn’t booked an appointment, many of which understand the circumstances and happily trot back to their cars where they normally sit a few minutes and book an appointment for later in the day (scheduled permitting). During a particularly business period one of our team opened the

nursery today

door to greet a couple. Knowing full well they didn’t, she asked them politely and calmly if they had an appointment. Considering the fact we are operating on an appointment only basis this would be classed as a perfectly acceptable and normal thing to ask someone. The response she received still has me scratching my head. . . .”Three times I’ve come here and this is the third time you haven’t let me in because you’re appointments only. . . . .it’s ridiculous!”. Without pause or thought for the stupidity of their words the couple turned around and started to stomp their way back to their car. “We have available appointments this afternoon if you’d like to book one for then. . . .or we offer walk-in days Monday to Thursday”. Her words where neither acknowledged or even appreciated as their car doors slammed and they sped off with a little wheel spin and puff of car park dust. This left Kerry stood there holding the door, open mouthed and shocked at how rude some people could be. You’d think

tin g We, like all of you, have been opera in appointments since we re-opened baonckour June. It’s a fact we haven’t hiddent it is website or social med ia, in fac we something I mention often and as pinned approach a weekend I make sure itookis page. securely at the top of our Faceb that the first time they came to the store and was told “Sorry we are appointment only and we are currently full up. You can pop on our website to book for another day” this would have been enough of a clue to the appropriate course of action. Oh no, not Mr and Mrs

Wheel Spin. . . .we’ll go back next Saturday afternoon. We’ll drive all the way there, we’ll pull in to the car park, we’ll see all the cars filling up a good number of the available spaces, we’ll get out and walk towards the closed door, beyond the door we’ll see some

Image source: pexels.com

john@pramland.co.uk

sort of sign blocking the entrance so we can keep the customers and and beyond that a shop â&#x20AC;&#x153;safelyâ&#x20AC;? our team safe. It allows us to full of people. Youâ&#x20AC;&#x2122;d like to think maintain good social distancing any sane person would immediately practices and ensure that we can facepalm themselves and laugh, keep the store and our oops they are appointment only demonstration models clean and arenâ&#x20AC;&#x2122;t they, silly us. Not these two! sanitised. It also means we can No, these two try to come in assure customers that we have again, at which point they will have track and trace details. been told â&#x20AC;&#x153;Sorry we are Putting the whole Covid-19 issue appointment onlyâ&#x20AC;?. . . . . You know to one side the appointment system the rest. Amusingly our means we can manage staffing protagonists didnâ&#x20AC;&#x2122;t even pick up on better. As an example we have the requirement for an noticed that a Saturday tends to be appointment the second time as the geared around the afternoon. We following weekend they managed will have a full complement of staff to visit us unsuccessfully again, and in ready to help customers but the that is when we had the little customers stay away all morning. outburst mentioned earlier. I find it They then all turn up in one mass staggering that there are people out in the early part of the afternoon. there about to become parents that This means we have staff standing canâ&#x20AC;&#x2122;t grasp a basic principle like about without any customers to booking an appointment. assist all morning then they are Iâ&#x20AC;&#x2122;m guessing many of you will rushed off their feet in the have had lots of positive afternoon. It can even lead to experiences of appointments, as customers leaving the store as all have we. However, you will also our team are engaged with other have had a handful of customers customers. not grasping the concept or the Appointments mean we can have reason for it. From a businesses a steady stream of customers point of view I am a huge fan of through out the day with no flash the appointment system for a points. And best of all as the number of reasons. Firstly the customer is receiving one on one appointments mean we can limit (or more like one on twenty) advice the amount of people in the store and assistance the conversion rate DL B17B$XJXVWB B [ PP9 SGI

Appointments mean we can have a steady stream of customers through out the day with no flash points. And best of all as the customer is receivin g one on one (or more like one on twenty) advice is much better than when the customer simply â&#x20AC;&#x153;drops inâ&#x20AC;?. When we couple the appointments with many brands and their continued (and fully understandable) issues with stock the customer is happy to order there and then. Weâ&#x20AC;&#x2122;ve slowly moved away from appointments seven days a week and now operate appointments on a weekend, during our busiest times only. Thereâ&#x20AC;&#x2122;s a stark contrast between our walk in days and our appointment days, and I am the first to say it. . . .I really donâ&#x20AC;&#x2122;t like the walk in days at all. The day just seems more manic and the customers less prepared to work with us to keep everyone safe. I for one hope as an industry we keep

operating with appointments just for my own sanity if for nothing else. Before I leave you I thought Iâ&#x20AC;&#x2122;d just relay my disappointment that the Harrogate show will not be going ahead as originally planned. I fully understand the situation and appreciate the decision will not have been made lightly.. I guess itâ&#x20AC;&#x2122;s just a shame we wonâ&#x20AC;&#x2122;t get chance to see all our lovely suppliers and their brilliant new products. So thatâ&#x20AC;&#x2122;s me done for another month, Iâ&#x20AC;&#x2122;m off to watch Cobra Kai on Netflix. I hope business continues the trend of up, up and away. In the words of the brilliant Jerry Springer â&#x20AC;&#x153;Take care of yourselves and each otherâ&#x20AC;?.

&0<

nursery today 25

focus NIGHTLIGHTS

Light the way

Nightlights create a reassurance for little ones at bedtime, but can be so much more. This category offers a variety of options from nightlights with sensor technology, to bedtime trainers to encourage a perfect nights sleep, through to nightlights that also have humidifiers built in - this category can bring additional footfall to your store.

Cosy bedtimes for baby with the Clippasafe Nightlight Night time convenience, reasurrance and safety with Clippasafe. The Clippasafe Nightlight with sensor combines convenience with safety and has been designed so that parents are able to create a soft, reassuring atmosphere that’s comforting for babies and young children. The Nightlight ensures that the nursery or landing is bathed in a soft, low level light during the night, which can be key to a peaceful night’s sleep for youngsters. Its inbuilt sensor turns the light off during the day and provides an extra safety measure to parents when checking on their babies in the dark, allowing them to see where they are going.

0115 9211 899 | www.clippasafe.co.uk 26

nursery today

Easy, peasy, squeezy! Check out this tactile nightlight from Babymoov. A magical nightlight to accompany baby into the land of nod. Babymoov’s Squeezy Sensory Nightlight is tactile and is made from a very soft silicone that is safe for little hands. Squeezy uses air technology to switch on and off and to adjust the brightness. Available in two colours, soft pink and grey. With over 200 hours of battery life and a built-in timer to switch off after 30 minutes.

sales@babymoov.co.uk www.babymoov.co.uk

)WJFR^ 8QJJU 9WFNSJW 3NLMYQNLMY

8YFWW^ 8P^ 5WTOJHYNTS 1ZQQFGNJX

>JQQT\ ,QT\ KTW )F^YNRJ

8RFWY 5FWJSY 2TIJ 1THP +ZSHYNTS

GFG^RTT[ HT ZP

focus NIGHTLIGHTS

Colour changing

of nod for the Help little one drift off to the land r changing sweetest of dreams with this colou penguin nightlight.

colours with a easily changes through 8 different soft With tap touch technology, the light are not in they baby your sure reas enough glow to simple tap of the hand and gives just complete darkness. charged. s 9-10 hours of portable use when fully The built-in rechargeable battery give Made from s. sleep baby r reve whe it e included and take Recharge it with the handy USB cabl n. clea wipe to rial is easy 100% soft silicone the light-weight mate

www.nuby-uk.com

native r e t l a y h t l a e H nsures

+ HumidiďŹ er e ro yg H s vâ&#x20AC;&#x2122; o o ym b a B ondition for c st ie h lt a e h e th the air is baby to sleep in.

the air at er helps to regulate i-function oil-diffus ult %. It also m s -50 les 40 ise n ee no is Th babies of betw for el lev ty idi m hu inc the perfect and illness luding piratory conditions res of s ness om pt m sy well as asthma, tired reduces the lopment of colds as ve skin. y de dr e d th d an an g coughin run n ca lights and lour changing night co 7 th ter. wi wa es of m k co tan on a full The Hygro+ for up to 22 hours

co.uk

www.babymoov.

nursery today

Night Feeding and Beyond Li

ght up every step with Shnuggle Moonlight, the sleep friendly portable nightlight for both pare nt and child. Providing a comforting glo w for those newborn nig ht feeds to a soothing bed child as they grow, Moon side light for your light has a dual parent and child function and featur easily carry around the ho es a handy strap to me. Portable and lightwe ight, it also has a clever tem dock to help ensure the perature sensing ideal room temperature and a sleep friendly soft light levels to help promo glow, with low blue te a more restful sleep. In Parent Mode, Moonligh t offers a choice of three per fectly soft, baby-safe to feed, comfort and cha brightness glows nge baby through the nig ht, anywhere in your home will activate Moonlight at . A little nudge the lowest brightness set ting when baby wakens. three brightness levels to Simply select from find the per fect light, cre ating a calming environme reduces stimulation and nt for which helps to promote sleep for baby. The clever room tem dock ensures your room perature sensing is kept at a safe temperatu re for baby. As baby grows, switch to Child Mode and Moonligh t becomes the per fect nig companion. A soothing ht-time bedside light to help pro mote sleep and a comfor one’s late night bathroom ting light during little trips. Just like in Parent Mo de, a simple nudge will act which glows at full brigh ivate the light tness for twenty minutes before eventually fading and providing a soft glow to simulate sunset through the night. The sof t glow and low blue ligh promote sleep and reduce t levels help to light stimulation helping you r child have a more restfu The clever, temperature l night’s sleep. sensing dock helps to kee p the room temperature bedroom just right. in your child’s

Light therapy

hello@shnuggle.co.uk

| www.shnuggle.com

Lumie launches unique children’s sleep aid Light therapy specialist Lumie is launching a unique children’s sleep aid. Lumie Bedbug is an innovative bedside lighting product that promotes a calm bedtime and good night’s sleep for babies and young children. Lumie Bedbug is unique because it uses low-blue light LEDs that are non-alerting at bedtime; unlike standard lighting, Bedbug’s light does not suppress the sleep hormone melatonin because it includes only negligible amounts of the blue part of the light spectrum that is known to be stimulating. Bedbug is a 3-in-1 product that combines a reading light with a sunset feature and nightlight. The fully adjustable low-blue light allows for a level of brightness that’s comfortable to read by without stimulating your child. The 15-minute sunset is perfect for then creating a gradual transition to night that can either fade to off or to a reassuring orange nightlight which has two light intensity options. The light control is smooth and silent so you can easily check on your child without disturbing them.

www.lumie.com

Sweet dreams Help train your child to sleep with Babymoov’s Dreamy Sleep Trainer Nightlight. Simply activate Dreamy’s sleep function at bedtime and set your child’s preferred sleep duration and Dreamy will bathe the room in a soft blue light letting them know it’s time for sleep. When it’s time to wake up Dreamy will emit a contrasting yellow glow mimicking the sunrise to gently encourage your child to wake. Dreamy can either emit a steady light or project a starry sky. The base emits the colours of the rainbow in either a random pattern or in a fixed mode. Dreamy also comes with 6 lullabies and a smart parent lock function.

www.babymoov.co.uk

nursery today

retail

PRECIOUS BEAR

Solid start Nursery Today had the pleasure to question Precious Bear’s owner, Magda Teixeira. Firstly, how are you and your team? We’ve been doing well so far, we managed to adapt to the changes very quickly by having more essentials available and therefore we managed to keep everything under control, even with everything that’s going on.

When did you open Precious Bear and what was the inspiration behind the store?

We w ere so useitdh to intera ct ion w n ow customer s an d elves w e fin d ou rs on ally h avin g to oc ca sives to re m in d ou rsel n ce . keep ou r d ista

We opened in October 2017. The idea to open my store started during pregnancy. I found myself panicking because my work as a teacher did not allow me almost any free time to spend with my child, plus I’m extremely picky and didn’t like any local baby clothes for sale, so I spoke with my mum and said let’s open a baby shop and so it all started.

Why did you choose your current location?

First of all there was no competition for the type of

nursery today

clothes I wanted to sell, nor any local baby shops. We found out about a hairdresser that was going to close in the town centre and the building was owned by the council so we spoke with them and they said yes almost straight away.

Did you manage to continue trading during lockdown while not being able to open your doors?

We managed things differently then. We moved the till point so that it was near the door so people could come to the till to purchase essentials but not walk around the shop. I used to say we were almost a take-away and we worked in reduced hours only opening 3 hours a day, the website of course was always working.

What would you say was your largest challenge during this time? Stock, a lot of our suppliers had delays in stock during this time and there were more cancellations than usual.

How did you utilise social media during the total UK lockdown period?

I advertised mostly essentials because that’s mainly what was selling. I also did a lot more work on social media trying to get followers and engagement.

How clear have you found government guidelines and advice so far given to enable you to safely open your doors?

I’d say initially it was confusing but we got there in the end, plus because we rent from the council we asked them for advice.

How did you communicate and promote your re-opening to your customers? We just advertised it on Facebook letting

Since the pandemic we have concentrated and increased our online sales and that is definitely a keeper, with regard to everything else it depends on how things go. everyone know that we had increased our opening hours.

How are you managing customers visiting your store, what have you altered to assist with the safety of your customers and your staﬀ?

We have a sign at the door mentioning the number of customers allowed to enter at any one time. We also have signs around the shop saying not to touch the stock, distance stickers on the ﬂoor and an acrylic panel on the till to protect staﬀ.

What are the key attributes that you look for when sourcing new products?

I always look at must have lists, baby’s best products lists and so on. Basically if I’m going to sell it, it has to be good and I have to believe in it.

Do you feel that, as an industry, we have suﬃcient innovation?

I believe so, although I always ask the question, what can I do to make it better? And as an industry we have to continue doing that all the time.

Do you feel that consumers have altered the way they will shop for nursery products? Some consumers have become more conﬁdent with technology and have turned more toward online shopping.

It’s oﬃcial, we are now in a recession - do you envisage this altering the way What was the biggest hurdle consumers will spend when for you with regard to it comes to baby products? re-opening? Of course, we all have to be prepared of Initially it was remembering all the rules, mainly as we were so used to interaction with customers and now we ﬁnd ourselves having to occasionally remind ourselves to keep our distance.

what’s to come and understand what parent’s needs are, also it’s good to have payment facilities such as layaway to help ease parents journey, which also ensure our own survival as retailers.

How has business been since then? Are you experiencing any growth?

Are you currently seeing an increase in demand for either a particular product or within a product category?

We haven’t been aﬀected that way really and are still growing like before because we adapted so quickly. We are used to up and downs so we took that opportunity to work on other things we had pending.

Do you feel that you have made any adjustments to your business model which you will continue to keep in place once the current pandemic has passed?

Since the pandemic we have concentrated and increased our online sales and that is deﬁnitely a keeper, with regard to everything else it depends on how things go.

Have you sourced any interesting products recently that you have added to existing brands that you currently stock?

Deﬁnitely. The most interesting product we got in was the Liip Care Smart Monitor. It’s absolutely fantastic, especially with everything that is going on, because it detects if there are any changes in the baby’s health. It’s our favourite product.

Yes, thermometers! We’ve been selling thermometers a lot!

Is there a product category that you feel is your area of expertise?

Our customers would say clothes, we have the best clothes in the area, no doubt. I would also add baby alarms, because we’ve been working so closely with Liip Care I’ve got to know everything about it and the diﬀerences between all the baby alarms, so much so we are now the UK’s oﬃcial Liip Care distributor too.

Finally, do you have any plans on the horizon you would like to share with Nursery Today readers?

I have quite a few, the ﬁrst one is to put Liip Care Smart Monitor on the map, I want every mum in the UK to know what Liip Care is. Another area is personalisation. We are looking to increase our personalisation department and introduce more products. We are also looking to launch our own clothing brand, get in contact if you want to ﬁnd out more!

nursery today

feature MEET THE PRs

Your helping hand

Image Source: pexels.com

Getting your news out into the world can be a tricky business with an endless list of pressing things to do. Fear not, as an industry sector Nursery has the perfect solution with known and established PR companies ready to assist. The companies represented here know and understand our industry and take the pressure off by doing all the promotion for you. From contacting the necessary press to marketing online, here is a selection of good PR companies who know exactly how to get your news, deals, offers, new product launches and promotions read by the right people.

Celebrate with Bertelli Bertelli Communications celebrates its 10 year anniversary in 2020 with MD Lianne Bertelli having worked in both the toy and nursery industry for 22 years.

Proven track record Now in its 16th year, Azaria is one of the UK’s leading family specialist PR, Marketing and Social Media Agencies. With a proven track record and envied reputation, Azaria works with brands big and small, helping clients reach their business goals through targeted campaigns. From strategy to content to execution, Azaria handles it all. It nurtures all clients including Maxi-Cosi, Quinny, Skip Hop, Beaba, Tiny Love and Aqua Wipes, looking after all their PR needs; product launches, social media, celebrities, influencers, awards, sampling, brand and expert partnerships, product placement, and much more. Azaria is well known amongst the media, influencers and celebrities as the go-to agency for allthings family. Managing Director Amber and her fantastic team are experts at what they do and their passion shines through. Tel: 01604 217 000 | Email: hello@azariapr.co.uk Web: www.azariapr.co.uk

nursery today

The consultancy is proud of their reputation as hardworking and results driven and the longevity of their client retention is testament to this with some clients with Bertelli Comms from its inception. As well as unveiling a new-look website earlier this year, Bertelli Comms has also added new clients while continuing to work on brands including Dr Brown’s, Dreamgenii, Ameda, Cantaloop, Pretend to Bee and Hubelino to name a few. During these uncertain times, Bertelli Comms understands that businesses are having to tighten budgets but are also faced with the dilemma of still needing to promote themselves and their products. Lianne Bertelli comments: ‘This year more than most has shown how effective PR can be in driving sales but many firms are clearly having to minimise costs. As a consultancy, we are able to adapt and tailor campaigns to suit all budgets to ensure that clients remain where they should be – visible to their customers and consumers.’ Bertelli Comms offers a wide range of services you would expect from a large agency while providing senior level support at all times. Services include media relations, content creation and copywriting, social media support, brand partnerships and influencer marketing. Web: www.bertellicommunications.co.uk

Award winning Friendly and approachable, bumpPR is an award-winning family agency that offers a range of services tailored to suit individual brand goals and budget.

Celebrating a decade in business this year, the agency has become renowned within the Nursery sector for being a truly hard-working and passionate PR team. The agency has garnered a portfolio bursting with some truly iconic brands, including Medela, Snüz, Kit & Kin, and Polarn O. Pyret, to name just a few. bumpPR prides itself on having long-standing relationships with many of its clients, having represented some since the day the agency ﬁrst opened its doors 10 years ago. A small, dedicated bunch with bags of experience, team bump has heaps of enthusiasm, ideas and connections to boot. From press to celebrities, bloggers to inﬂuencers, the team are tenacious when it comes to getting great results. Every client is made to feel important, with each tailor-made PR package delivered by passionate and knowledgeable professionals. Whether it’s a long-term, integrated strategy or a cheeky little social post, bumpPR will ensure that your company, product or service gets credible exposure in all the relevant places. In other words, they’ll get the right people talking about you. Tel: 01462 613 002 Web: www.bumppr.co.uk

Integrated approach Heidi Steel is a PR and Marketing Consultant, with 12 years experience leading the comms for household brands.

Having spent the past few years as Marketing Manager at The Gro Company and then Brand Manager EMEA - Sleep at Tommee Tippee / The Mayborn Group, Heidi has gained a huge amount of experience of the Nursery industry both in the UK and globally. She is now a freelance consultant, offering an integrated approach that brings PR, Marketing and brand identity together to fuel revenue. Her creative flair combined with head for sales come together with a network of industry contacts including journalists, influencers, retailers, buyers and more. Heidi is currently working with Naturalmat on their range of sustainable mattresses, beds and bedding, and Bundle London on their antenatal and postnatal courses and care, as well as various other clients on projects and campaigns. Campaign highlights include a baby rave for 500 over excited parents and babies at a nightclub in London, a year long series of baby bedtime weather forecasts in collaboration with the Met Office, and working with The Lullaby Trust on a number of Safer Sleep Week campaigns. So if your business needs some rocket fuel to get the creativity going and make parents sit up and notice your product, get in touch! Email: heidisteelpr@gmail.com Web: www.heidisteel.com

nursery today

feature MEET THE PRs

Honest PR from this transparent agency Vista delivers brand building and sales driving communications programmes within an embedded agency model: an in-house commitment and scrutiny, with a consultancy service.

Cost effective results nion PR offers baby brands, big or small, opportunity to achieve results. Nikki Fox, ex-Director of Babyville Limited, has launched new PR and influencer agency, nion PR offering baby brands - big and small - the opportunity to achieve the best possible PR results in this dynamic media space by delivering impactful messages at cost effective rates. Having worked with institutions such as the NCT, Bounty, Emma’s Diary and the Royal College of Midwives and on brands including BabyBjörn, My 1st Years, Diono, Great Little Trading Company, Comotomo and Starlight Children’s Foundation, Nikki is perfectly placed to launch a baby PR agency in a new world. As part of this new wave of PR, nion PR has joined forces with luxury baby and kids PR agency Fuse Communications. Nikki tells us “I’ve known and admired Fuse’s work for many years, and we’re excited to come together to offer our joint experience, knowledge and enthusiasm for the industry.” Fuse represents a number of household names including aden + anais, MORI and Rachel Riley, in addition to the pre-loved kidswear website, Kidswear Collective. Instagram: @nionprlive Web: www.fusecommunications.co.uk

nursery today

Transparency is key to operations at Vista to save clients' money and time. Third party software measures Vista’s results and shared drives provide collaborative, up to the minute client reporting. Vista’s strategies humanise brands, giving them a voice and relevance to draw families in. The team devises brand stories that incentivise, excite and inspire parents to make a purchase. Integrating events, news, social management and corporate profiling, the team continually contributes and is generous with its delivery. A sole focus on the family market promises expertise and delivers cost efficiencies, while guaranteeing results. Vista’s mission? To fight off the almost unstoppable forces of mediocrity: in creative work, execution and business processes. Tel: 01295 369 182 | Email: jpd@vistapublicrelations.com Web: www.vistapublicrelations.com

Profile CENTURY LOGISTICS

Return - Repair Review - Repeat You’ve designed the most amazing product; nailed the marketing release and received rave reviews but now you need to get your product to market.

o you have time to worry about booking in containers of stock, arranging for your goods to be released from one of the UK Ports, carrying out quality checks and sorting any other issue? Are your sales team caught up in arranging deliveries to your retailers and looking after customer services? These are all areas of your business that Century can assist with as they are already extremely experienced in the nursery sector by: ■ Handling 250,000 strollers and car seats every year ■ Repairing 12,000 warranty returned items every year ■ Resolving 150,000 consumer issues every year. All managed by dedicated, trained staﬀ in a professional and eﬃcient manner which allows you to concentrate on your core business.

Why outsource Customer Services? Having products on the retailers’ shelves or online is only the start of the customer experience. Supporting the success of your brand is integral to your business and whilst you may have experts on your products in your own team is the best use of their time answering phone-calls, e-mails, and

social media messages? Century’s Customer Service teams deal with thousands of consumer interactions every week from direct discussions on the phone to responding to social media comments as well as being the ﬁrst contact point for situations that could damage brand reputation. The ability to respond quickly, positively and responsibly is all part of their training and allows them to not only manage the contact point but identify brand aﬀecting situations. Due to the increase in eCommerce it is even more important to take ownership of the customer experience to protect your brand. This requires a new level of responsiveness and is often hard to predict the resources required. By using an outsourced solution allows far greater flexibility and ultimately ensures the correct level of service is maintained.

Return The most challenging part for any manufacturer or supplier is managing returns and product repairs especially with the increase of eCommerce. Higher levels of returns must be expected and need to be managed in an eﬃcient way to minimise losses, whilst warranty repairs require timely turnaround times and great customer experience to protect brand integrity.

To see how they can help your business call 01284 413100 or send an e-mail to paul.haines@centurylogistics.co.uk www.centurylogistics.co.uk

Repair

Review

Century’s Technical Centre is one of the most experienced repair centres for strollers and car seats within Europe. The Century ‘PramDoctor’ service can provide warranty repairs, QA inspections and product testing carried out by industry leading engineers. Products returned enter a ‘triage’ system which quickly assesses problems and directs the item to the correct Technical team. Once repaired, which may require spare parts, thousands of which are stored onsite, the product is safety checked, cleaned, and sanitised before being packaged and dispatched. The customer is kept updated throughout the process with products being turned around the same day as receipt where possible.

Ensuring the consumer receives the best experience possible whilst the supplier receives accurate data on product issues, Century use the latest bespoke returns & repair management software. ‘Faultbook’ tracks a returned product right from the first phone-call, through the Technical Centre and back to the satisfied customer who is kept notified along every step of the process. Faultbook provides key information back to suppliers with defect trend analysis helping manufacturers spot recurring issues or problems. Automated reporting functions allow regular information to be passed to invested parties with details of repair times and common faults being the main interest to businesses.

About Century Logistics Century Logistics are privately owned logistics and value-added service experts with warehouses, oﬃces and workshops less than 50 minutes from Felixstowe, the UK’s largest container port. Now, more than ever, this port is seen by many as the gateway to business success within the United Kingdom. With 500,000sqft of modern warehousing and working with many multinational and leading UK companies, Century are able to handle your full logistics requirements whilst providing a full aftersales solution. With over 20 years of experience of working in the Nursery Industry, most situations have been faced before and should one arise, Century have the depth to react and provide a resolution to the challenge. This has been recently proven over the past few months due to the COVID-19 Pandemic. Being detailed as key workers by the government, operations within Century carried on throughout the lockdown period with new ways of working introduced almost immediately. Century encountered unprecedented demand especially due to eCommerce sales but still managed to retain service levels.

nursery today

focus WALKERS & MOTIVATORS

Wooden it be lovely

d feet Keep little hands an s with entertained for hour alker. this Wooden Baby W

s to play with including With so many activitie rning ying the xylophone, lea turning the cogs, pla ting un co s, pe sha g tin r, sor reflections in the mirro by ba s cars, and more, thi with the abacus, racing to nd ha d an lls lop sensory ski walker will help deve eye coordination. you lking your baby is at, Whatever stage of wa lls at ski le ltip developing mu can be assured they’re ! too fun g tons of the same time as havin rdy certified wood, this stu C FS 0% 10 m fro Made ll we if on d e and be passe walker can last a lifetim looked after!

www.nuby-uk.com

Motivating sales Walkers & Motivators are great examples of products that encourage little ones to explore, play and learn.

ntertaining baby can be difficult, however brands certainly know how to produce ranges by offering toys in the shape of motivators and playmats, which are great options that fit the learning gap between babies and toddlers. A baby’s first steps are perhaps one of the most exciting times for parents who are watching their little one develop and grow. Therefore many parents who look at buying products within this category are often seeking value for money while also wanting a walker which is practical and robust. Apart from the physical side of helping babies learn to walk, baby walkers are popular as they are in a constant state of innovation, which means this is a category which is often refreshed and on trend. Leading brands continue to weave the latest advancements and trends into their walkers, adding an extra dimension to a child’s play and learning experience. Here we highlight products that are all available to order now.

Playtime fun Red Kite has a core range of playtime fun lines featuring cute character friends from their Safari, Peppermint Trail and Dreamy Meadow concepts. All padded playmats available with arches and detachable toys and activities to give newborn babies soft stimulation in a safe environment. The stunning Peppermint Trail 2 in 1 Ball Playgym also has the added features of adjustable sides that convert into a small ball pool , the playgym is supplied with the handy carry bag and balls to make this an ideal and most welcome gift for any new baby. All of Red Kite’s play lines are supplied in colourful gloss giftable cartons as standard and as you would expect feature the Red Kite family value.

01454 326 562 www.redkitebaby.com

nursery today

Super plush play gym

Babies will love playing on the cushioned mat of the Penguin Interactive Play Activity Gym and you can easily attach the arches with interactive characters for even more fun. This super plush musical play gym is packed with toys to develop senses and coordination and with extra snugness around the sides for protection, simply place your little wriggler on the mat and let them relax, play and explore with this interactive play gym. See how time flies just watching them exploring. You can even attach their favourite toy to the hook from the musical star part. Suitable from birth.

www.nuby-uk.com

Eco entertainers Keep little hands and feet entertained for hours with this Wooden Baby Walker. With so many activities to play with including turning the cogs, playing the xylophone, learning reflections in the mirror, sorting shapes, counting with the abacus, racing cars, and more, this baby walker will help develop sensory skills and hand to eye coordination. Whatever stage of walking baby is at, you can be assured theyâ&#x20AC;&#x2122;re developing multiple skills at the same time as having tons of fun too! Made from 100% FSC certified wood, this sturdy walker can last a lifetime and be passed on if well looked after!

www.nuby-uk.com

Join the Red Kite family

of the lines that Red Kite are me so bly ba pro are s gym y pla d an Baby walkers, entertainers their Baby Go best renowned for. different times for us all. Demand for

cially so in the past months of de with Kite has been immensely popular espe family value that these walkers inclu The Baby Go Round range from Red when you see the amazing Red Kite but rise acters surp char by l urfu them colo even ng n ulati take stim has orn y base both featuring cute and safet go Round Jive Peppermint Trail and Unic and stop a and ort supp well padded seats for extra interactive electronic play trays, deep and ideal gift. ng the an amazing first baby walker choice e mak e tronic and musical activities but havi thes e agre then maybe you will Forest design, again loads of fun elec and s y, Spot in awa able store to avail easy now t and Twis d hts Roun ed seat, adjustable 3 heig Red Kite also have the 2 in 1 Baby Go stop and go walker base. Deep padd dard stan the or base er rock c stati a additional option of changing to e a stir! in and we think will be bound to caus whatâ&#x20AC;&#x2122;s not to love! d Race, definitely the walker to be seen Roun entertainer with so many play Go g Baby alon new push d and bran c the stati is er, ch Soon to laun e, a multi-mode full rocker, walk entr Playc d Roun Go Baby the the Baby Go Round of e with be the exceptional valu Entertainers are also really popular during the past months has proved to line hero A rst. fi you to use your own play list! look ing to re allow le whe patib and fun games you wont know electronic and is also MP3 com Fully ities. activ fun ! and res featu of has loads ncy independent fun and a happy baby Jumparound, a fun jumper station that , the Jumparound gives hours of bou baby ing grow for hts heig le stab 360 degree fully rotational seat and adju

aby.co.uk 01454 326 555 | Web: www.redkiteb

focus

PARENTS INSIGHTS Image source: pexels.com

Co-viewing between parents and children Jenny Kieras Chief Operating Officer 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.

nursery today

This month Jenny Kieras takes a closer look at the growing influence of children on parents.

hile families were spending more time together than ever during lockdown, we noted significant shifts in how younger members of the household were influencing content consumption. A third of kids are now allowed to access Netflix, of this group they are twice as likely to receive toys, clothes and books from their parents relating to their favourite characters. This shows the influence which kids are currently having on the content which they consume as well as the relationship between access to content and merchandise buys. The UK’s coronavirus lockdown appears to have had a mixed impact on co-viewing between parents and children. From Nov-Jan to Feb-Apr, co-viewing increased for 16 of the 32 channels in our data. With more platforms emerging during this time, it is essential that brands understand certain platforms can resonate with the entire family, making it a great opportunity to reach both groups at the same time. Cbeebies maintained a healthy lead over its competitors during this time, with almost half of parents co-viewing the channel. These parents are three times more likely than average to say their kids have a big influence over book purchases made for the family. Parents co-viewing the Disney Channel with their kids increased by 4% from Nov-Jan to Feb-Apr. More than 1 in 4 parents with a household income over £80k enjoy the Disney Channel with their kids. On the other hand, Tiny Pop, which ranks fifth in terms of co-viewing, is most popular with parents whose household income

is below £25k (23%). These parents are 115% more likely to say their child’s favourite character is PJ Masks, as well as being twice as likely to buy licensed clothes related to their child’s favourite character. Almost half of parents also listen to music with their 2-4-year olds. These children over-index on favouring mainstream songs and artists, such as Dance Money (+114%) and George Ezra (+92%), illustrative of how parents influence is likely taking effect. Brands have big opportunities now with music on platforms such as YouTube and Spotify with the latter acquiring some big deals with brands in the kid’s content industry such as Warner Bros. Free-to-view platforms become essential for families During a time where kids have unlimited access to content and TV, parents must be careful on which platforms they give their kids access to. While co-viewing is essential for family time now, we look at the platforms which are being most used and most trusted by parents. Free-to-view platforms became 12% more popular in terms of parents granting their kids access from Nov-Jan to Feb-Apr, indicating the impact the coronavirus lockdown is having on content consumption. During this period, BBC iPlayer experienced a 7% growth. Growth was particularly strong among parents with 2 kids with 1 in 5 now watching the platform as a family. BBC iPlayer ranks as the fourth most popular platform overall, however when combined with iPlayer Kids, the platform moves up in to second, ahead of Netflix.

Netflix is now the outright most popular platform parents allow their kids access to, a title it shared with YouTube in our last report. There has been a 10% growth in parents earning £25k to £50k, granting their kids access to Netflix from Nov-Jan to Feb-Apr. All while Netflix has been growing, access to YouTube Kids is down -4% during this time. With that being said, compared to this time last year, 22% more parents allow their kids aged 0-4 access to YouTube Kids. Power of kids influencers Kids having more purchase power and influence in the family can boost brand interaction and lay the foundations for lifetime customers. Kids now have a big influence on parents spending and with the access to unlimited content now there are more products on the market related to films and TV. With more parents sitting down to watch with their children, parents will most likely engage with the characters and that will justify interest on the products. Brands will do well to identify this and improve their marketing through channels and platforms which are most watched by parents. We are offering brands an immersive planning meeting to illustrate how data and insights into the world of parenting can help inform advertising, content, licensing, product, marketing, and sales planning. To download a complimentary Parents Insights report please visit www. parentsinsights.com/nurserytoday.

social media ROSS HEWITT

an ag in g R os s H ew itt, M ie an d tP D irec to r of S ec re ia l M ed ia ’. S oc auth or of ‘S avvy ital m arketin g ig d R os s be gan hi s t an d h ad hi s fi rs 8 9 19 in er re ca rsery in dustry fo ra y into th e nu ketin g & as H ea d of M ar er C ro ss S ilv E co m mer ce fo r . in 2 0 0 8

Bowing Out… Ross Hewitt takes the decision to slow down and step back.

f you happened to read my article in last month’s issue hopefully Winnie the Pooh’s bumping head contemplation may have resonated with you… Interestingly though I got the same amount of thumbs up messages for my liberal use of the word ‘shite’ as I did for injecting the deep insights of the Tao of Pooh into your day, but that’s our industry down to a tee. We’re a mixed bag of thinkers and drinkers, do-ers and don’t-ers, lads and lasses, sensibles and riskers, lovers and fighters, There isn’t really a ‘type’ in nursery folk; it’s a refreshingly diverse bunch of non-stereotypes and that’s a very healthy asset as it keeps the industry thinking fresh. Fresh thinking is important to progress and someone else’s angle of view can prompt a better perspective which can lead to better outcomes for all involved, and this is why I am currently 40

nursery today

writing my last article for Nursery Today. The bumping stopped for plenty of months and I’ve been able to enjoy the thinking time that Pooh never had during this last pooey half year and I’ve chosen to make some significant changes to how I spend my time. I have had less work to do and have had zero travel. I didn’t choose that and would never have chosen that, but it happened and as a consequence of being able to take a breather I am also now choosing to not pick it all up again in the future. I am much poorer now than when 2020 started yet all the richer for it and for the first time in about 14 years I can actually say that I have a ‘home life’. With hindsight I think I have pretty much said everything I would have ever wanted to say in this column over the last 5 years and 1 month and looking back I

have often repeated myself. It is time for someone else to throw their new ideas and thinking into the mix and the very best of luck to whomever takes over I have deleted my Secret Pie social media accounts and will be politely refusing any approaches for work from new businesses. I will continue to support my existing clients for as long as they will have me though so will hopefully get to see some of you in Harrogate in March. Deleting those accounts felt good…I will let you into a little secret…I HATE social media! It used to be fun, but after 16 years of using it intensely I am happy to be looking for as many routes as possible that will reduce my exposure to it. Sadly, I don’t think many of you reading this can delete your business accounts as you are at the sharp end of consumer contact with it. It’s probably a bigger part of your

Fres h th inking is impo rtant to prog ress an d so meone else’s an gle of vi ew can prompt a better perspect ive w hi ch can le ad to better outc omes fo r all in vo lved

customer service activity than you ever wanted it to be but that is the nature of the beast unfortunately and it’s not going to go away, quite the opposite. I would have liked to have passed on some solid gold final pieces of advice that would make a dramatic difference to your business, but…well…that sort of insight simply does not exist. I shared my best nugget last month and I was completely unaware of it at the time…” If it feels good, do it”. Go with your soul and gut rather than trying to always see what ‘experts’ think. ‘Experts’ often don’t have the answers you are hoping for. If there really was a way to turn your £200 a month of Google AdWords spend into £10,000 a month of product sales, then I’d surely be sat in my office doing exactly that for myself. Yes, I really was approached by a nursery business who wanted to set that target. So, what can I offer as parting words? Keep your website up to date? Make a plan for your social media content? Take YouTube and video marketing seriously and get on with it already? I dunno…I’m all spent and out of ideas. If you are not already doing the things I’ve been writing about in here since summer 2015 then you’re not going to start now are you? And that is ok; it is good to know yourself. Maybe I should just finish with a little list of things that might be useful:

‘Experts ’ often don’t have th e an sw er s you are hoping for. If th ere rea lly w as a w ay to tu rn your £ 20 0 a month of Goog le Ad Words sp en d into £ 10, 00 0 a month of produc t sa les , th en I’d su rely be sat in my office do ing ex ac tly th at for myself

1 2

G ood advertising gets bought; bad stuff gets sold

3 4 5 6

I gnore any reference to ‘Reach’ in PR reporting… you don’t get rich from reach. There are better tangible metrics Winning awards makes no difference to sales ‘Influencers’ don’t actually do the one thing they are named after N o-one can guarantee you first place in Google rankings

7 8 9 10

Twitter is dead, Facebook won’t die, Instagram for the win Keep your website up to date

Marketing is just common sense marketed as marketing Vegetable peelers work up as well as down

It really has been a pleasure to share my thoughts with you in Nursery Today and I wish each and every one of you all the love and luck in the world from hereon.

A bad video is better than no video

1LND [[[ SFEF]XVEHI GS YO

1XUVHU\ 7RGD\ 6HSW 1LND +DOI3DJH LQGG

nursery today 41

new!