Nursery Today August 2017

AUGUST 2017 ISSUE 11 VOLUME 20 Independently audited.

ABC circulation of 4443 1 July 2015 to 30 June 2016

The new NUK Nature Sense.

Closer to nature than ever before.

Not quit e mummy - but almost!

of mothers would recommend NUK Nature Sense to others.* FRQĴ UP D PRUH QDWXUDO drinking experience• of babies accept the new teat.* Several tiny openings

a tr e E x x ibl e Fl

E Fl x t r ex a ibl e

Anti-colic

For further information on NUK please contact us at mail@nukbaby.co.uk

NUK. Understanding Life.

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*

NUK is a registered trademark of MAPA GmbH, Germany * Source: Independent Market Research in Germany, 2016

Super-soft zone

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AD_0151_StagesISOFIX_NTPrintAd.pdf

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superb fit. secure fix.

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meet stages™ ISOFIX

up to kg rearward

I’m a travel champion from birth up to 7 years because everything should be geared to grow. I’m ISOFIX based and I ride rearfacing all the way up to 18kg because everything should simply make life safer.

0+/1

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simply brilliant.

For all sales enquiries, please contact Joie UK on 01889 808 900 or email: uksales@joiebaby.com

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contents Re g ul a r s the team Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Design Production Director Paul Naish paul@lemapublishing.co.uk

Publisher

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AUGUST 2017 ISSUE 11 VOLUME 20

Contributors

News Spotted

48

p Talking Sho 16 file Retailer Pro 18 apshot Supplier Sn 28 cts New Produ 54 roducts The Baby P 58 n Associatio

p20 20

Mark Naish mark@lemapublishing.co.uk

Ross Hewitt This issue Ross takes a look at the importance of not overlooking your video content.

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John Barker We introduce independent retailer, John Barker from Pramland, as our new regular contributor.

56

Intelligent Retail David Fairhurst gives advice in the run up to Christmas.

Cover Story 38

NUK

Managing Director

Welcome to NUKs latest product range – Nature

Malcolm Naish malcolm@lemapublishing.co.uk

Sense bottles and teats

Circulation

Features

Robert Thomas robert@lemapublishing.co.uk

20 2

Carriers and Slings

3 30

Feeding Accessories

4 40

Baby Gifts

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

www.nursery-today.co.uk

5 50

p30

Out and About

p40 Subscription per annum: UK £40, Europe £50 (surface), £60 (airmail)

A member of the Audit Bureau of Circulation

p50

Introducing the new Tiny Tatty Teddy range by BreathableBaby, featuring the adorable grey bear. Tiny Tatty Teddy is the perfect choice for a gift for both boys and girls

For further information, please contact rachelle.harel@breathablebaby.com

OCTOBER 17–19, 2017 LAS VEGAS CONVENTION CENTER, NEVADA

My business.

My show.

My business is retailing. That means I have to stay one step ahead of the trends, the competition and the changing preferences of my customers. My show is ABC Kids Expo, where I get up-close, hands-on access to the products, people and retailing strategies that will help me make better buying decisions, increase profit margins and find broader selling opportunities.

Register today at www.theabcshow.com

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

ere we are in August, with not long to go until the industry heads to Cologne – how quickly has that come around? With Kind Und Jugend this year expected to be the biggest to date, with the inclusion of Hall 4.1 featuring prams and accessories and also housing the ‘must visit’ UK ing Pavilion – this hall looks set to be Looking for feed to rn Tu a destination hot spot for many visitors. ? accessories With the show now covering six ! page 30 halls, the 2017 event is certain not to disappoint anyone who attends. We only have to look at the success of the 2016 trade fair which experienced over 22,000 trade visitors from 112 countries and 1,204 exhibitors from 53 countries to gain an understanding of the popularity of this international fair and its importance within our industry.

The inclusion of the additional hall demonstrates the growth and strength of this show. Have you booked your travel, passes and accommodation? It may be wise

H

Welcome onboard John Barker

to look at this now – visit www.kindundjugend.com You can also take advantage of discounted entry tickets via The Baby Products Association, who have secured show discounts for visitors. A one day ticket can be purchased for the reduced price of seven Euros using the code BPAatKJ17 and a season ticket for just 16 euros using the code BPAatKJ173. Visit the K&J website and head to the ‘Purchase Ticket’ section following the steps on screen.

Naturally we will bring you valuable information in our September issue, highlighting key products that you will find on display to assist you in pre-planning your visit.

This issue, we cover a host of product features, including baby carriers and slings, feeding accessories, baby gifts and items that ‘mums on the run’ may be looking at. Our mini surveys this month from FanFinders take a look at baby carriers/slings and feeding accessories – you’ll find the results on the introduction to the feature pages.

Our cover story this month comes from NUK who have served the industry since the 1940’s when two leading German dental health experts, Prof. Dr. Dr.Wilhelm Balters and Dr. med. dent. Adolf Müller, discovered that babies who had been breastfed developed significantly fewer crooked teeth.

They researched sucking, drinking and breastfeeding further and as a result invented the first asymmetrically shaped teat, which

was modelled on the form of a mother’s breast during breastfeeding. “Natural and suited to the jaw” was the name given to this innovate, new shape which can still be found on all NUK Teats and Soothers today.

Today NUK continues to be one of the leaders in the feeding sector and have launched their new Nature Sense baby bottles and teats range. Turn to page 38 where you can read all about it.

We also have a new contributor and welcome John Barker from Pramland. This issue we feature John as our Retailer Profile by way of an introduction to those who may not already know him and he will bring you the first of his articles in our September issue.

John has worked within the nursery sector for ten years, and will highlight subjects that are of current interest to the industry, in an upbeat and easy to digest monthly read.

So, it’s now time to start putting together the September issue! If you are an exhibitor at Kind Und Jugend, remember to contact Christine Contreras to discuss your marketing options, who will be happy to assist. Christine can be contacted on 01442 289936 or via email: christine@ lemapublishing.co.uk

It took off so well in stone we decided to launch it in silver

www.hippychick.com

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news Crowdfunding campaign for Litecup And Design, the London design team behind the Mother&Baby Innovation Award winning Litecup, have launched their first crowdfunding campaign. Litecup Active – the first spillproof 600ml sports bottle that lights up in the dark, launched on kickstarter. com.

And Design are hoping to raise £20,000 within 30 days on Kickstarter, to fund the new tooling and production needed to bring Litecup Active to life and to the market.

Visit the Kickstarter campaign: http://bit.ly/litecupactive

Hape Aquire Marbel Ltd

Hape have acquired the entire shareholding of one of the leading UK toy distributors, Marbel Toys.

Marbel Toys were formed in 2002 and distribute numerous leading international toy brands into the UK and Irish markets. The deal represents the latest stage in the expansion of Hape Toys following their success in Asian, American and European markets.

Third year of turnaround for Mothercare Mothercare have announced a jump in worldwide sales, up by 6.3percent to £1.2bn for the full year to 25 March 2017, while underlying profits are up by 1percent to £19.7m.

The company confirmed the figures in its annual report. Clothing and footwear sales made up 31.8percent of UK sales, and 65.7percent of international sales. UK like for like sales were up by 1.1percent, while the UK reduced losses by 31percent to £35.2m.

“This year marks the third year of our turnaround and I am very pleased to report that we have continued to make good progress, despite some challenging conditions in this past year. The UK has returned to underlying profit in the second half of the year for the first time in six years,” Chief Executive Mark Newton-Jones said.

“In the UK, we have closed unprofitable stores, transitioned the store portfolio to two-thirds out of town and one-third in town, and 70percent of our UK store estate is now refurbished in the new club format. We now have an agile store estate with an average lease length of five years.”

Ewan’s success peaks at Kilimanjaro

Designed with developing tots in mind info@oxouk.com www.oxototuk.com

SweetDreamers, the brand behind the multiaward winning Ewan the dream sheep, has reached dizzying new heights as two of its flock, George and bernie Harding successfully climbed to the summit of Mount Kilimanjaro and are proud to announce they’ve raised over £2000 for Alzheimer’s Research UK so far.

To support the campaign, please visit

https://www.justgiving.com/fundraising/George-Harding2

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sponsored by hardenbergco.co.uk 01785 503 305

All about the flow ABC Kids Expo are excited to announce a re-categorisation and re-engineering of the trade show floor for this year’s ABC Kids Expo.

The organisers of ABC Kids Expo have restructured the show in order to help visitors feel more included and drive traffic to destinations on the show floor, which will be tailored to encompass a broader range of exhibitors focused on contemporary market segments.

As part of this new concept, most of the areas featured within the show will include some type of seating or lounge as well as food, plus plug-ins for mobile devices in order to facilitate networking among retailers and exhibitors.

In addition, some of these areas will include opportunities for either hands-on product demonstrations or mini-education sessions. The lounge and/ or stage areas are designed to keep retailers and exhibitors engaged on the trade show floor.

!

For more information please visit www.theabcshow.com

Feeling buoyant

The UK’s drowning prevention charity and leading provider of water safety and drowning prevention education, the Royal Life Saving Society UK (RLSS UK), are proud to announce that they are working with SwimFin as an official Water Safety Partner.

SwimFin, designed by Kevin Moseley, a highly qualified UK swimming coach with more than 25 years experience, is the only vertical swimming aid suitable for children aged two years and older which assists with both learn-to-swim and stroke improvement training.

RLSS UK have entered into a Water Safety Partnership with SwimFin due to its key design features which promote safety during swimming lessons and play, while also speeding up the learning process for children, helping them to become better swimmers more quickly.

Web: www.swimfin.co.uk

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Pregnancy2Baby show sponsor announced The organisers of the forthcoming Pregnancy2Baby Show have announced that BabyStyle have been signed as lead sponsor for the show.

This announcement helps to reinforce the fact that the new show, which will be held at UWE Bristol on 14th & 15th October, has firmly established itself in a very short space of time.

The sponsorship agreement will mean that the company’s well established brands egg, Oyster and Hybrid will feature prominently on all marketing material and ticketing for the event.

The venue is well known as one of the UK’s top exhibition & conference centres with more than 4000 sq. metres of floor space available (just slightly smaller than Olympia’s Grand Hall) and is located just minutes from the M4, M5 and M32. The venue also offers free parking for visitors as well as numerous cafÊ and restaurant options.

The website www.pregnancy2babyshow.co.uk is now live and a Facebook page is up and running.

A further show is already being planned at the same venue in March 2018 For more details on space please contact Nick Butler by email nickbutler@ practicalmediaservices.com

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news Concept to launch Ben Be B e Hodson, Gro’s Head of C Creative and Marketing runs us tthrough th h how Ollie the Owl, their lla a latest product launch, was ccreated.

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lthough lth th gh a familiar face at The Gro Company for a th number of years my role as Head of Creative and Marketing is relatively new. So the opportunity to have a complete overview of a new product launch to market was hugely exciting for me and the whole team here.

The launch of our amazing new Ollie the Owl light and sound sleep aid meant being able to create a complete visual and communication strategy from the ground up, from packaging, to photographic asset pack, to messaging and launch collateral.

It’s been a great experience and here are a few of my top tips: • What does it solve – make sure you have the end user in mind at all times. Think of the parents needs and of course the baby’s. Identify the benefit and find out how they use it.

Natural Baby Shower selected as UK distributor for Babiators Surrey based online retailer Natural Baby Shower are proud and excited to announce a partnership with US-based children’s sunglasses manufacturer Babiators, becoming the official UK distributors of the brand.

After strong sales across the range, Natural Baby Shower are eager to promote and sell Babiators to UK businesses on a wholesale basis.

For more information about buying wholesale from Natural Baby Shower, or to learn more about Babiators, email wholesale@naturalbabyshower.co.uk.

Close reach the shortlist The Junior Design awards has seen both the Caboo +cotton blend anniversary carrier range and the Pop-in Swim range shortlisted while the Best Baby and Toddler Gear awards sees Close shortlisted in six categories with nominations.

The Caboo +cotton blend printed carriers, Pop-in Beach all-in-one and Pop-in V2 nappy have also made the shortlist in the 2017 Loved by Parents Awards.

For further press information, please contact Michelle Smith on 01992 554045, or michelle@closeparent.com

• User and message testing should be head of the queue.

• Consider the whole – don’t just look at one market and assume it’s one size fits all. Be prepared to be flexible across markets and let them play to the products strengths in those differing markets.

• Don’t be afraid to play – there is no set formula to success, look around and see what other industries are doing and take inspiration from unexpected places and give it a go, who knows what nuggets of brilliance might shine out.

• Be innovative – photography, illustration, iconography - keep reinventing what you do, stay on top of technology and the brilliant new ways it can help you engage directly with consumers.

So as Ollie the Owl starts to land with parents and is already becoming a firm favourite in nurseries, we are already looking for the next exciting project to help promote and communicate about him.

Although I might have a nap first… now where did I put my Ollie?

Light the way at K&J Prince Lionheart are pleased to announce that their new and innovative Illumipad Changing Pad has made it to the final round of the 2017 K&J Innovation award.

Web: www.princelionheart.com

Mothercare win exclusive distribution rights for SnüzKot Snüz are thrilled to announce Mothercare as their exclusive partner to support their highly anticipated launch of the brand new innovative SnüzKot. Having seen the phenomenal success of the brand’s product range, including the multi award winning SnüzPod Bedside Crib, the Mothercare team are pleased to have secured this exciting deal. The SnüzKot Collection will be stocked exclusively for a six month period from August to January 2018 both online and in 20 stores across the UK. Web: www.snuz.co.uk

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www.kindundjugend.com

DESIGN IN FOCUS

14.–17.09.2017

International Business Media Services Ltd. 42 Christchurch Road, Ringwood BH24 1DN, Tel. +44 1425 48 68 30 Fax +44 1425 48 68 31, info@koelnmesse.co.uk

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exhibition

Social Media Challenges Julie, Customer Service Manager at Baby Brands Direct, looks at the changed landscape of marketing and Facebook Tips t seems the independent retailer’s work load continues to rise with ever increasing pressures from a technology-driven society. WhilE the benefits of a successful social media campaign can certainly put a store in the spotlight and drive revenue more so than coverage through traditional media, both time and skill need to be invested.

Facebook, Twitter, Instagram, YouTube, LinkedIn, Pinterest, Tumblr and Vimeo are just some of the mainstream social platforms. It’s worth thinking about whether it is viable to have a presence on all the platforms or to consider which form of medium the business is best suited to in terms of presenting itself and also in terms of what resources are available within the business to be able to maintain it.

Founder of Facebook, Mark Zuckerberg, posted on the 27 June 2017, that Facebook surpassed a new milestone of two billion users! With estimates that the community is growing at a rate of around 20million users per month, it’s perhaps well worth investing in this area of the business.

So once you’ve added your business account and uploaded the essentials, there are a few tips to bear in mind. Milestones are events that should be added such as when the store opened, new brand launches, in-store events or awards that are then automatically added to your timeline and build up an overview of the company. You can also activate the call to action button which includes some great options such as shop now, sign up (great for data capture and engaging the customer long term through your e-shots) and contact us. You can also customise the page tabs so, for example, you could have special offers or new arrivals, so those that are interested can have a look.

In terms of actual posts, it’s certainly quality over quantity and being social rather than product heavy. In our industry, humour and solutions to common problems and social issues related to parenting tend to be well received.

While paying for Facebook’s advertising options might be a step too far for some, it does have benefits of pushing your post through to more feeds of your target audience that you can define through a range of variables including: gender, age, location, status and more.

I

Tel: 020 8845 5000 Web: www.babybrandsdirect.co.uk

news

Mega resources Source baby products and nursery ranges at Mega Show in Hong Kong this coming October.

From Friday 20 to Monday 23 October 2017 at the Hong Kong Convention and Exhibition Centre, Mega Show Part 1 will again be recognised as the premier Hong Kong sourcing show for new and essential baby and child nursery and toy products by the worldwide trade buyers attending.

Who you will find there

Expect to see Asian and internationally-based suppliers displaying the broadest range of products assembled under the one roof in the well-edited merchandise zone, The Asian Baby and Nursery World Show, which combines innovation, quality and design plus new ideas for the season ahead.

Companies from all over Asia will present the latest products providing international buyers with a one-stop shop located in Hong Kong.

The Asian Baby and Nursery World Show will feature baby and toddlers cots, cradles and bedding, baby strollers, prams and carriers, baby and children’s furniture, baby and toddlers toys, activity and educational products, baby gift sets, maternity and baby care healthcare products and baby wear and footwear.

Some of the new and familiar favourite companies that will be featured this year include: Delsun Co, Ltd. from Taiwan with a full range of children’s furniture, school furniture and baby furniture including high-chairs, baby changing-tables, travel cots, and portable sleeping mats, plus their own designs of baby strollers and joggers.

Since 2001, Icute International Ltd., from Hong Kong have specialised in baby and children ranges, including soft baby toys, infant toys and preschool toys.

Plastmetic (Hong Kong) Manufactory are leading manufacturers of baby-care products established in 1977. The company will be presenting children’s care products, nursery items, travel accessories and baby seats.

Dreambaby is the internationally renowned child safety brand available in more than 100 countries with an extensive range of products specifically designed to provide parents and carers with modern home safety solutions that make it easy to help keep children safe in and around the home.

As an added plus for buyers, The Asian Toys and Games Show will be co-located with The Asian Baby and Nursery World Show both situated in Halls 5F and G at the Hong Kong Convention and Exhibition Centre. On display will be the latest in new traditional toys, gadgets and games and hobbies and leisure activities.

Mega Show Part 1 and 2 in Hong Kong every October is regarded as a highly-trusted and authoritative sourcing show. During the two shows seven trading days, over 4,000 suppliers from more than 30 countries will be presenting a quality-led selection of diverse, innovative and well-priced products designed and mostly produced in Asia and sold world-wide by the 50,000 + importers, distributors, wholesalers and trade buyers who regularly attend the show.

Registration is still available online at www.mega-show. com, along with full details of the participants and attendee information and the special buyer sponsorship offer during 20-23 October 2017.

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Advertorial:

TINY LOVE

True pioneers Caring about the tiny details, Tiny Love launches new collection iny Love, an established, international company and the winner of various global awards for their innovative and advanced range of toys has recently launched a brand new, cute and educational collection that stimulates and delights the senses for both parents and their little ones to enjoy.

Now available, The Meadow Days™ Collection introduces children to a beautiful selection of characters called Tiny Pioneers. These special Pioneers are named after key historical figures including: Christopher (Columbus) the Fox, Thomas (Edison) the Rabbit, Marie (Curie) the Hedgehog, Marco (Polo) the Raccoon and Emilia (Earhart) the Bird.

These engaging

T

Dynamic Gymini®

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characters inspire exploration, discovery, excitement, optimism and friendship adding a whole new dimension of fun for babies to enjoy. The entire collection from Tiny Love has been rebranded to reflect the new look and the beautiful character designs use bright and contrasting colours in a range of different fabrics and textures.

Previous bestsellers including the Gymini® range return with improved features such as a take-along electronic bird

toy that can record parent’s sweet messages for their baby to listen to whilst they play.

From an educational perspective, this encourages early language skills and cognition.

Tiny Love’s products support baby’s development from birth to 24 months and follow the unique 7 Developmental Wonders guidelines detailing the key aspects of baby’s development. These guidelines help parents understand their baby’s stages of learning and growing whilst explaining how their baby experiences the world.

Every product in the range encourages each of the 7 steps, so parents know that while their baby is having fun during playtime, they are also developing key skills for later life.

Tiny Lo ve’s “ ba

produc ts supp ort by ’s deve lop ment fro m bi rt h to 2 4 month s an d fo llo w th e un ique 7 Developmenta l Won ders gu idelines deta iling th e key aspects of ba by ’s deve lop ment

”

• Cognition – develop problem-solving skills • Language & Communication – facial and voice recognition • Fine motor skills – tactile products encourage development • The senses – contrasting colours offer visual stimulation • Gross motor skills – Baby can explore different textures and shapes whilst mastering the ability to crawl • Imagination & creativity – Versatile use of toys’ encourages creativity and cute characters present a great opportunity for story time • Emotional intelligence (EQ) – baby expresses joy and begins to regulate their emotions.

During the first six months, baby slowly becomes more accustomed to the world outside, developing basic skills and muscle control. A unique aspect of most Tiny Love toys is that they can be used throughout baby’s early years from initial play and extended tummy time to learning to crawl and sitting up.

Complementing the new collection, the Tiny Love website has a rejuvenated look and feel, where parents can explore the products using the interactive nursery tool or choose the desired category depending on their child’s age. The website also delves deeper into the process of creating such an innovative range of educational toys, from the experts who help inform the creation of the products to supporting articles to aid parents on their journey.

Treasuring that first smile and more special moments in those wonderful first years is something no parent would

w want to miss and now, families can create everlasting memories with the easy-to-use eev D Digital Storybook. Available for everyone tto use online, the storybook enables parents tto enter their child’s name, upload photos aand customise their story, so their baby truly w be the star! will Constantly innovating and with two more exciting collections on the way, ‘tiny’ may be synonymous with the name but this brand has big plans for the future.

Available from John Lewis and selected retailers now.

Web: www.tinylove.com

MEADOW DAYS™ COLLECTION

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d e t t Spo Heritage matters Suzie Howes, Head of Licensing and Marketing at Rainbow Designs, the Home of Classic Characters, talks about the strength of brand heritage in the nursery market I mentioned last month that, as consumers, when we are watching the pennies we generally go back to our roots. We revert back to what we know and love, what we have grown up surrounded by, but it is more than that? What is really behind that decision?

In the nursery market it is all about celebrating a new life. As a parent myself I know what it is like to hold a newborn in my arms and experience the flood of hopes, dreams and aspirations that we instantly have for our children. All any parent wants, regardless of class or economic status, is to give their baby the best start in life.

We aim to nurture and guide our little ones and so many of the purchases made for them tend to be value-based decisions - not monetary value but moral value.

It is important to parents today, possibly even subconsciously, that the products that surround their precious little ones are infused with high moral values. Many of these qualities are found in the classic, timeless characters.

These heritage brands have been embedded in the lives of generation after generation 2016 marked the anniversaries of Beatrix Potter’s Peter Rabbit celebrating 150 years and Thomas the Tank Engine who celebrated 70 years. In 2018 we will celebrate 60 years of Michael Bond’s Paddington and 90 years of Walt Disney’s most famous character, Mickey Mouse. In 2019 it will be 25 years since we were first introduced to the tale of Guess How Much I Love You and we will also celebrate 50 years of Eric Carle’s The very Hungry Caterpillar.

Without a doubt there is certainly a renewed energy in the classic brands but what is it about these characters? Why have they been so popular for so long?

I believe in order to create and maintain a strong infant brand that will perform well at retail there are four fundamental pillars that are required; Publishing, Plush, Bedding and Apparel. They co-exist in the marketplace and, more importantly, support and enhance the other offerings.

To incorporate the older child and provide even greater longevity many of these properties have also been given a CGI spin but, in nursery, the core property remains the same; clean, wholesome fun. These are brand consumers can trust and rely on, they are focused on quality and simplicity and they are here to stay.

Web: www.rainbowdesigns.co.uk

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Perfect style for celebrity couple With their baby due in August, fashion designer, celebrity hairdresser and girlfriend of Nicky Clarke, Kelly Simpkin has taken delivery of their beautiful new Bebecar pram.

They selected a Bebecar Ip-Op Classic XL, then worked with the team at Bebecar UK choosing fabrics.

www.bebecar.co.uk

The bedding you can’t Liv without

There has been much excitement at the Little Green Sheep HQ after discovering that Hollywood actress Liv Tyler is a fan of the brand. The news comes after the star posted an adorable photo on Instagram featuring the beautiful bedding from the coveted Wild Cotton collection.

Sharing the photo with her 1.5 million Instagram followers, the star - who gave birth to Lula last July - received more than 48,000 likes from her fans.

Web: www.thelittlegreensheep.co.uk

Proud to push Celebrity and TV Star Danielle Lloyd shared a photo of her chosen Mima pushchair for her upcoming arrival to her 429,000 followers.

Web: www.cheekyrascals.co.uk

Moba’s a little star Mum and daughter duo, the team behind Moba, were delighted to see their brand new Little Star Moba Moses basket featured on ITV’s popular daytime TV show, This Morning.

Web: mobauk.com

High Visibility ActionPaks Bright & reflective backpacks for active kids High visibility fabrics with reflective print t Easy-to-grab handle on rear t Ideal for learning to ride or scoot t Available in two sizes and designs t LittleLife quality and comfort

littlelife.com | LittleLifeUK | LittleLifeUK | LittleLifeUK

To find out about these products and for information on how you can stock LittleLife, contact us today.

Email: sales@littlelife.com Tel: 0118 981 1433

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talking shop This issue we speak to independent nursery retailers to find out trends in the baby carrier/sling sector.

Alexandra Bentley

DIRECT2MUM

Have you noticed any specific trends in the baby carrier or sling sector?

Parents are much more informed than ever before and have usually completed a lot of research before even coming into the store. The carrier structure and materials being used are becoming much more important to parents to ensure that baby is comfortable and safe.

Are colourways having an impact?

Yes, we are noticing that more on-trend colours, and carriers that look fashionable are becoming more popular for us.

Are consumers looking for products that can adapt through differing stages of baby development?

Most definitely, as with any other category, parents want something that is going to last and they can invest in.

Is this a product category more dads are involved in with regard to the buying decision?

Dads are wearing carriers more than ever and are wanting to get involved with

the buying of the carrier.

At Direct2Mum we have many different carriers so both parents can try thesee on in our stores as we feel it’s great for parents to feel comfortable and trust the product before making the purchase.

Have you experienced an increase in popularity with these type of products? s?

Yes, for both city centre living ving and country lifestyles they are very practical, it can be a lot easier to use a carrier than a pram for public transport.

BABY CARE INDUSTRY STRATEGIC MAP Do you want to be visible on foreign markets?

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Vanessa Thorley

JAMES ANDREWS PRAMS

Have you noticed any specific trends in the baby carrier or sling sector?

Yes these items are becoming more popular although we sell more carriers than slings.

Are colourways having an impact?

We sell more neutral or dark colours so either Mum or Dad can wear them.

Are consumers looking for products that can adapt through differing stages of baby development?

Yes consumers look for carriers that will adapt through the differing stages of their baby’s development.

Is this a product category more dads are involved in with regard to the buying decision?

Dads do have an input on the buying decision. We had a dad in trying on a carrier not long ago as he felt that he himself wanted to make sure he felt comfortable carrying the baby and that also he felt the baby was safe.

Have you experienced an increase in popularity with these type of products?

Yes, we have experienced an increase in popularity with these type of products.

Sara Hubbard

WHITES FARM BABY BARN

Have you noticed any specific trends in the baby carrier or sling sector?

We haven’t noticed any specific trends in this sector, but what we find with our customers is that they either prefer a wrap style or a carrier style, without much crossover.

At the moment, for us, wraps are definitely more popular; with many of our customers going through local baby-wearing groups and workshops to gain advice on this more traditional baby-wearing method.

Are colourways having an impact?

We are seeing the neutrals/grey trend following through from pushchairs and interiors into our wraps/carrier division. Many customers want a similar colour palette across all their purchases. With this being said, we have seen a positive reaction to the Mountain Buggy Juno in the ‘nautical’ colour way.

Are consumers looking for products that can adapt through differing stages of baby development?

As we’ve seen with car seats, consumers like to buy a product where they get the most use for their money. Parents prefer a carrier that takes baby from newborn through to toddler as they can be used on the front, on the back, and as a hip carrier.

Is this a product category more dads are involved in with regard to the buying decision?

From our experience, we are finding that dads are interested and involved in every aspect of purchasing their baby goods. When it comes to carriers, the Boba 2 in 1 Combo Box has proved exceedingly popular; offering a wrap for Mums to use and a carrier that is often more suited to Dads.

Have you experienced an increase in popularity with these type of products?

We have seen an increase in interest for this sector, especially since the concept of baby-wearing has become a more talked-about topic. Local groups and workshops as well as social media help parents gain access to a practice that they may have looked over before.

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PRAMLAND

Barking mad John Barker (Manager) from independent nursery retailer Pramland will join Nursery Today as our new columnist. We took the opportunity to find out a little more about Pramland and how they operate and of course to find out a little more about John.

Firstly, welcome to Nursery Today John! Can you tell us a little about you and your role at Pramland?

I joined the family business 10 years ago to help my dad (Phil) and his partner set up a website with a view to start selling online. As the months turned to years this side of the business got squeezed by the demands of the store until eventually we no longer sold online.

I’m now based in the store and at the coal face where I’ve taken over the running of the store and back office. My dad and Julie are still involved with the major decisions and thankfully this affords me the luxury of weekends off as they cover for me when I’m spending time at home with my family.

Pramland has been established since 1950 and haas become one of Hull’s leading nursery independent retailers – how has this been achieved?

The store had two previous owners but it wasn’t until my dad purchased the store in 2000 that it really started to grow. I think prior to him purchasing the store it had survived only because of a lack of competition, not on a local level but from the internet.

The 50 years leading up to 2000 was a time people wanted to shop in stores and buying online was either years away or just in its infancy. With the introduction of smart phones and affordable computing the market has changed completely and so has the strategy of competing on the high street.

We now trade on the back of our reputation and loyalty from our customers.

67 years is a long time to be trading and it’s

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allowed us to amass many loyal customers, many now grand and great-grand parents.

I’m not sure if it’s had a positive effect but Pramland is so well known locally we are mentioned on Viz’s Profanisaurus – Don’t believe me? Download the app and check it out.

How important is social media and your website to you as a company?

As we don’t sell online our website is used simply to inform people of what they’ll find in the store. We are huge fans of social media, especially Facebook.

Social media is so important now as people use it all day, every day and if they’re not able to connect with your brand via it you’re missing a massive market. What’s not to like? It’s free, it’s home to an instant body of people and it’s easy to use.

We regularly post promotions and new products and find the instant response really benefits us. We don’t have a huge Facebook audience (3,300+) but we do have an audience that interacts with our posts.

It’s all well and good to have 15,000 likes but if only 2-3,000 people are regularly contributing to your posts why have that many? We’ve found Facebook reviews do attract some strange comments but we encourage our customers to leave positive feedback and have had great success with a rate and review campaign which has seen our rating increase and, in turn, our sales.

We work in an extremely emotive industry, how do you ensure you gain confidence from your customers?

We let our knowledge and heritage speak for us. We wouldn’t be here after 67 years if we

couldn’t be trusted or relied on. I don’t think I’d be speaking out of term if I said most people in Hull have either bought a pram from us or know someone that has.

How do you ensure you are fully equipped with information when we look at say, car seats?

That’s a very hard question to answer.

Given the number of brands and seats we stock coupled with the different standards, I can, hand on heart, say we never feel fully equipped. All we can do is ensure we know our products as well as we can and in the case of car seats follow our checklist that we compiled following our Good Egg training.

Have staff at Pramland found the new car seat laws and legislation confusing?

I think everyone is a bit confused, especially the consumer. We have tried over the years to ensure our advice is as good as it can be but now we’re in a situation where customers are expected to choose between two standards that we have no definitive answer to.

You are Hull’s only advanced certificated child car seat experts for Maxi-Cosi, Cybex, Kiddy and Mamas & Papas – how did you achieve this?

We never say no. If a supplier wants to train us we accept it, the car seat manufacturers have some wonderful courses and we always make sure we use them when offered.

We are now also the proud owners of a Good Egg approved certificate in partnership with Hull City Council. We are fortunate to have a very proactive road safety

recommendations. Trade shows and magazines are also a wonderful source of information.

How do you manage the brands that you stock and keep track of consumer awareness for each?

Is there a particular product category that performs well for you?

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We work with GFK and in return they supply us with some very handy information relating to the market.

In addition to this we speak and listen to our customers. They are an awesome source of information when it comes to new products and we stock various brands off the back of their

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What about consumer trends, how do you monitor this?

We class ourselves as a wheels and wood store. We do very well with prams and nursery furniture but seem to struggle with bedding and car seats once the little one is out of group 0+.

Over the years we’ve changed our range to ensure our in store display matches our sale trends.

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This is difficult as you want to stock as many brands as possible but you need to ensure you sell them all. It’s a very hard balancing act to ensure you spread the sales. We find this isn’t such a problem with wheeled goods as customers will make their own minds up on the pram for them.

Car Seats are a different issue; customers want help and advice and invariably take your advice. For this reason it’s very hard, in my opinion, to remain completely impartial and fully support multi brands. We all have our favourite group 0+ seat and we tend to push that over the competition.

Normally the only reason we change our recommendation is due to a stock issue.

FO RM

officer in Hull and it would be completely ridiculous to ignore him or the awesome work he does.

PUSH ME CUBE

Tell us a little about your regular column starting in our September issue, what will be the aim of these?

I intend to talk about the issues that have arisen during the course of the month. Many of these issues will have arisen multiple times in many of the readers stores up and down the country. Stock issues, service issues, funny customer comments, and any success stories from the month. I’m hoping to keep the article light and fun.

Finally, welcome aboard and just to ensure everyone knows, what’s your favourite tipple?

Those in the know will know that I’m a Heavy Metal fan so it would be wrong for me to say anything other than a Lemmy (Jack & Coke, to non-metal heads) or Iron Maidens Trooper.

Call our sales team on

01454 326 555 to place your order!

nursery today

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focus CARRIERS & SLINGS Picture courtesy of Ergobaby

Carried with care The carrier and sling sector continues to grow, with parents actively seeking products as an alternative way to travel with a baby or young infant. he carrier and sling sector is one which is very much brand dominated and a category that continues to grow in popularity, making them a staple product for many retailers, with consumers weighing up comfort and functionality against brand awareness and aesthetics.

The length of time the product can be used can also be viewed a major aspect, being able to grow in size along with the baby, but more often the main feature is largely comfort, both for infant and parent, coupled with ease of use.

We asked Amanda Loveday (Marketing Manager, Ergobaby UK) whether she felt that consumers were looking for products that can adapt through differing stages of baby’s development.

“When parents are looking to purchase a carrier, not only do they want a product that is comfortable for both them and baby, they want a high quality product, which will see them through their child’s early years.” Said Amanda. “They see it as an investment. Being able to carry baby in all carry positions (front inward, hip, back, front outward) is also seen as a massive benefit, as parents know that as baby develops, he/she will want to see more of the world around them.”

Hester MacAnara (Business Development Director, Close Parent) agrees, but also feels that through awareness and research consumers tend to make an informed choice. “As people become more informed about the benefits of baby wearing they

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Amanda Loved

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”

are choosing to carry their baby for longer so will be looking for products that fit in with their carrying journey.”

Have we experienced an increase in popularity with these type of products? We asked Amanda for her thoughts. “With parent-child bonding being such a focus across the industry and the upward trend of attachment parenting, we are seeing carriers become more of an essential when it comes to parents’ shopping for baby. Whereas in the past, a baby carrier or sling has been seen as more of a luxury item.”

So, if this is a growing category in popularity is this also perhaps a product category that more dads are involved in with regard to the buying decision?

“Yes, we have experienced first-hand at The Baby Show that dads are very involved with the buying decision of a carrier or sling,” comments Holly John (Marketing Manager, Chicco). “They actively want to try the carrier and see how it fits and how comfortable it is. This is certainly the case for the semi-structured carrier. However, if the decision is for sling and wraps, mums are still more influential.”

Naturally, as with any nursery product category, consumer trends are also often seen in carriers and slings. Holly has noted a strong swing toward semi-structured carriers. “One trend that seems to be happening is there has been a notable increase in the popularity of semi-structured carriers,” comments Holly. “Mums and dads are opting for this kind of carrier more often as they provide strong and safe support for babies without compromising the comfort for both babies and parents.”

Is there also perhaps a trend when we consider design, colour and the type of fabrics used? “Today’s parent is very style conscious and so, as with any parenting product, design and colourway are playing an increasingly important part in the choice of carrier or sling. This is particularly the case with slings as they are almost worn as part of the parent’s clothing.” Said Holly.

A carrier or baby sling offers your customers the opportunity of being able to have the power of choice – in some instances, it just isn’t practical to use a pushchair or pram.

To many regardless of options, a carrier is the natural way to travel with baby, providing comfort for the infant and immediacy for the parent building

that all important bond; as the infant grows the ability to interact could be seen to beat even that offered by a rear facing buggy. For other parents, a carrier is the only available option in particular situations and environments.

A clear advantage of a carrier or sling is that they enable the parent to be ‘hands free’ while out and about – whether it be a walk to the shops, or giving a sense of freedom while on holiday. It is vitally important to many parents that baby is at the heart of family activities and not excluded – carriers or slings offer a great in-store selling opportunity.

Take a look at the following pages where we highlight products that are available now to order.

The survey says...

Nursery market specialists FanFinders surveyed 1600 consumers via their online platform Your Baby Club focusing on baby carriers and slings.

Here’s the results.

Which was your preffered type - carrier or sling?

Carrier Sling

944 656

59% 41%

Were you brand driven?

Yes No

1219 406

76% 26%

Did you research your chosen product before purchase?

Yes No

1219 381

76& 24%

Were you looking for a carrier that would grow with your child?

Yes No

547 1053

34% 66%

Is this a product that was used by ‘dad’?

Yes No

845 755

53% 47%

NEW!

OMNI 360 The All-In-One Baby Carrier Carry from newborn to 3 years, no insert necessary.

Wear baby ergonomically in all carry positions, including forward facing.

With lumbar support and criss-cross strap option, the OMNI 360 is the ultimate baby carrier.

Contact Josh Reed to place your order: jreed@ergobaby.co.uk

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focus CARRIERS & SLINGS

Hold it close Close’s much loved Caboo +organic has reached double digits, and in celebration of their ever evolving brand they have launched a limited edition print collection. So now parents can carry their baby in comfort and style during their anniversary year.

Close have taken direction and inspiration from not only current trend lines but also the environment and the many countries in which Caboo now successfully sells. They have developed four beautiful stylistically contrasting core prints with a sensibility for sophisticated, mum led patterns, motifs and coordinates with something for everyone. Each of the four prints has been given a girl’s name, carefully chosen to embody the characteristics of the print.

Natural approach The Hana Baby Carrier carries baby in an ergonomic position.

It features padded waist belt and shoulder straps, that evenly distribute your babies weight over your shoulders, back and hips.

The carrier can be adjusted in width and length, and accommodates babies from 3.5kgs / 7lbs without the need of an insert and grows with them into toddlerhood untill 20kgs / 44lbs.

The shell and lining is made of certified organic cotton and does not contain harmful chemicals or dyes.

Tel: 01992 554045 Web: www.closeparent.com

Web: www.hanababy.co.uk

Switch on the go A truly versatile infant carrier enabling parents to easily switch carrying positions. rgobaby has listened to parents from all over the world, and worked with babywearing educators and doctors to develop the new OMNI 360.

The OMNI 360 is an all-in-one baby carrier, designed for the ultimate baby and parent comfort, as well as ease of use.

As Ergobaby’s most versatile carrier yet, it offers four carry positions and enables parents to quickly and easily switch baby to face out, or in while on the move. The OMNI 360 Baby Carrier adjusts from newborn to toddler (7-33lbs), without the need for an infant insert.

Like each product in the Ergobaby range, the new Ergobaby OMNI 360 supports baby in a hip-healthy “M” shape position, at all stages and in all positions including outward-facing.

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Additional features include lumbar support waistbelt, extra cushioned, crossable shoulder straps, and a large, detachable storage pouch. The OMNI 360 will be available from September 2017.

Web: www.ergobaby.co.uk

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Oh so stylish

An award-winning industry leader, Baby Tula is proud to offer beautiful, easy-to use, and long-lasting baby carriers which provide a comfortable, ergonomic method of supporting the bond between caregiver and child from birth through to four years old and beyond. Baby Tula Carriers are available in a variety of prints, making them both useful and stylish!

Product offerings include:

ip e H l n a st itut o i t na ia In d r e t I n sp l a s p ro ve D y ap

• Free-to-Grow Carrier: Adjustable carrier providing an ergonomic seat from birth without an infant insert • Baby & Toddler Carriers: Easy-to-use carriers providing ergonomically-safe and comfortable carry • Blanket Sets – three ack: Cosy, breathable and made from 100% viscose from bamboo Web: www.tulababy.co.uk

Feeling intimate The unique Izmi Carrier means that, for the first time, parents and babies can enjoy the soft intimacy of a fabric sling, with the support and comfort of a buckled carrier.

Designed by an expert babywearing consultant, and approved by the International Hip Dysplasia Institute, the revolutionary Izmi carrier combines the best of both slings and carriers, creating the perfect way for parents to keep baby comfy, safe, and close all day.

Completely adjustable, the Izmi Carrier features multiple carrying positions; parents can carry babies on their front, side, or back; let them snuggle close or face out to enjoy the sights and sounds of the world around them.

Available in four stylish colours; mid-grey, purple, midnight blue and teal. Suitable from birth up to approx. 18 months.

Tel: 01730 895761 Web: www.cheekyrascals.co.uk

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The H carrier. C saving baby ck ba its back al in ig or lia Minchin, Ju r de un fo k carrying Hippychic is perfect for gn si de ars ng ti suppor ths to three ye een six mon tw be n re ild ch d for its old. r is renowne The bestselle it is tough, – rt fo yle and com st y, lit e, so can go bi ra du hine washabl ac m d an ng hardweari the ith you! dress one of anywhere w signed to ad at se ip H e Specifically de in, th adult back pa root causes of child to sit on e th r fo f el sh ght rm fi a ly heavy wei provides eir increasing th ts e or th pp ng ti su and of twis eath. Instead d the from undern s straight an ay st ck ba s nt re pa g e spine, th t, providin into the ches child is tucked rity for both adult and secu at with comfort and s a padded se ha at se ip H child. The mfort. d for extra co a non-slip pa 440 434 Tel: 01278 m ippychick.co .h w w w : Web

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Fashion with function

As babywearing has become ever more popular for todayâ&#x20AC;&#x2122;s parent, Infantinoâ&#x20AC;&#x2122;s carrier collection promises the ultimate convenience to make parenting on the go a little easier, without compromising on style, safety and function.

An intuitive brand with uncompromised functionality at the core of every design, the Infantino carrier collection represents an impressive 59% of the U.S carrier market with three of their best-selling models: Flip Advanced, Zip and Cuddle Up Ergonomic Hoodie Carrier now available in the UK. The carriers all combine fashion and function, and best of all, the brand has kept the price point really competitive.

Tel: 07557 640097 Email: Gary@Bkids.co.uk Webs: www.bkids.eu

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Baby Tula: The only baby carrier you'll ever need.

tulababy.co.uk

nursery today

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focus CARRIERS & SLINGS

Ease of use The new Easy Fit carrier from Chicco is exactly as it sounds – easy to wear, easy to fit and easy to use!

The clever design perfectly adapts to your body shape, allowing you to comfortably carry your baby close to you and putting it on has never been simpler as you simply pull it over your head just like a t-shirt.

The ergonomical seat has also been specially created to keep the baby in the correct position at all times, whilst providing a comfortable and safe place for them to sit. The carrier also features additional support for the head and neck of the baby in those first few months and can then be easily adjusted to perfectly suit their shape as they grow from 0months to 9kgs.

Web: www.chicco.co.uk

Bonding made easy The Carramio from Clippasafe, allows parents to keep baby close and snug with a carrier that’s as stylish as it is comfortable.

Designed to offer optimum comfort for baby and wearer, it features a lightweight, soft fabric lining to keep baby cool, with wide padded straps and lumbar support to spread the baby’s weight evenly across the wearer’s body. It also includes a detachable and washable dribble bib.

The Carramio is a two-way carrier, so as soon as babies can support the weight of their own heads (at around three months) they can then face outwards and enjoy watching their surroundings. The Carramio safely carries babies of 3.5kg to 9.0kg and meets UK & EU Safety Standards.

The Carramio is available in black, grey & oatmeal and has an RRP of £29.99.

Tel. 0115 9211 899 Web: www.clippasafe.co.uk

It’s a wrap

The award-winning Baby K’tan Baby Carrier is a wrap-style carrier without the fuss, making traveling with baby hassle free.

The ready to wear wrap slips on like a t-shirt, allowing parents to comfortably carry infants and toddlers in multiple positions. Available in several fabrics and colours, the Baby K’tan Baby Carrier is machine washable, dryer safe, and comes with a matching sash that converts to a carrying bag.

Tel: 01202 303 777 Email: Lia@2012ltd.co.uk Web: www.babyktan.co.uk

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26/07/2017 15:58

supplier snapshot This issue we’re talking baby carriers and slings. We speak to some of the industry’s finest to find out more.

Holly John,

MARKETING MANAGER, CHICCO Have you noticed any specific trends in the baby carrier or sling sector?

One trend that seems to be happening is there has been a notable increase in the popularity of semi-structured carriers.

Mums and dads are opting for this kind of carrier more often as they provide strong and safe support for babies without compromising the comfort for both babies and parents.

Are colour ways having an impact?

Today’s parent is very style conscious and so, as with any parenting product, design and colourway are playing an increasingly important part in the choice of carrier or sling. This is particularly the case with slings as they are almost worn as part of the parent’s clothing.

Are consumers looking for products that can adapt through differing stages of baby development?

Consumers are definitely picking this out as an essential product characteristic, with it being considered a must for the baby carrier to have the ability to grow with the baby. Consumers are proving to be more and more concerned with finding products that will last them as long as possible. Multi use features, such as versatility and longevity, are also highly sought after characteristics in this market.

Is this a product category that more dads are involved in with regards to the buying decision?

Yes, we have experienced first-hand at The Baby Show that dads are very involved with the buying decision of a carrier or sling. They actively want to try the carrier and see how it fits and how comfortable it is. This is certainly the case for the semistructured carrier. However, if the decision is for sling and wraps, mums are still more influential.

Have we experienced an increase in popularity with these type of products?

Carriers have always been in the market but in the last few years we have seen an increase in popularity and interest from both consumers and retailers. The market for this type of product has changed and we are now seeing many brands trying to bring in new innovation in terms of both functionality and design.

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nursery today

Dan Marett

SALES & MARKETING DIRECTOR, LITTLE LIFE Have you noticed any specific trends in the baby carrier or sling sector?

Overall we’ve noticed an increase in sales of our lighter weight, ‘pick up and go’ models like the Ranger and the Adventurer. There is a broader trend for getting more active with your family and people just want simple, functional products that makes it easy for them to get outdoors.

Are colourways having an impact?

Colours do have an impact, we’ve changed the fabric on a lot of our carriers this year and the new colours and fabrics have helped to give them a much more modern appearance. At LittleLife, we’ve found that brighter colours tend to be more popular.

Are consumers looking for products that can adapt through differing stages of baby development?

We’ve found that when buying products for their children, parents look for products that will offer them optimum value for money. If a product will be suitable for different ages then I definitely think that helps but they will also look for safety features and product quality as two factors.

I think when it comes to buying a carrier most parents will prioritise comfort and safety for both them and their child above other criteria such as appearance or cost.

Is this a product category that more dads are involved in with regard the buying decision?

This could be the case but we don’t have any data that tells us either way. From experience I would say that increasingly most large purchases tend to be a joint decision but historically carriers have always been considered a ‘Dad’s’ item. I would say that is changing, especially with the increase in lighter weight models and the growing trend for baby-wearing. Taking your baby out in a back carrier is a natural progression for both parents.

Have we experienced an increase in popularity with these type of products?

Carriers continue to sell really well for us and we’ll extend our range for 2018 with two new models.

Amanda Loveday

MARKETING MANAGER – ERGOBABY UK Have you noticed any specific trends in the baby carrier or sling sector?

We have noticed that buckle carriers are becoming even more popular. More structured, buckle carriers are often seen as easier and more comfortable for consumers to wear. Ergobaby’s latest research has shown features such as having an outward mode and not using an insert is extremely important to parents looking for carrying options. Parents are also starting to understand how to use the different modes of a carrier and the benefit of positions such as the hip and back carry.

Are colourways having an impact?

More companies are offering bright colours and patterns, which are great, and some mums do see their carrier as a fashion statement. We like to keep our core carrier styles more neutral and classic, so that both mum and dad can feel comfortable wearing them. Although our special edition carriers (Sophie la girafe and Keith Haring) are proving to be really popular and help drive consumers’ interest in our range!

Are consumers looking for products that can adapt through differing stages of baby development?

Absolutely! When parents are looking to purchase a carrier, not only do they want a product that is comfortable for both them and baby, they want a high quality product, which will see them through their child’s early years. They see it as an investment. Being able to carry baby in all carry positions (front inward, hip, back, front outward) is also seen as a massive benefit, as parents know that as baby develops he/she will want to see more of the world around them.

So the ability to easily adapt the carrier to suit their baby’s changing needs is a definite advantage. The new launch of the Ergobaby Omni 360 is another leading innovative product for parents that can help adapt from birth up to 15kgs without an infant insert.

Is this a product category that more dads are involved in with regard the buying decision?

We have a lot of expectant dads speak with us at shows who feel that using a carrier will help them feel closer to their baby. They really enjoy trying on the different carriers and in many cases will be the one who decide which model they go on to purchase (although mum still chooses the colour!). You will see a lot more campaigns and marketing activity encouraging more dads to use carriers to help with bonding.

Have we experienced an increase in popularity with these type of products?

With parent-child bonding being such a focus across the industry and the upward trend of attachment parenting, we are seeing carriers become more of an essential when it comes to parents’ shopping for baby. Whereas in the past, a baby carrier or sling has been seen as more of a luxury item.

Hester MacAnara

BUSINESS DEVELOPMENT DIRECTOR, CLOSE PARENT Have you noticed any specific trends in the baby carrier or sling sector?

The consumer appetite for more fashion led designs continues to increase alongside a wider visibility of baby wearing among celebrities.

Are colourways having an impact?

The consumer appetite for print is bigger and more far-reaching than it used to be, extending way beyond the realms of purely clothing now. Across our hero categories we have noticed the appeal and desire for more print led designs increasing, which is one of the reasons we have introduced

printed designs into our Caboo range for the first time this year.

Are consumers looking for products that can adapt through differing stages of baby development?

As people become more informed about the benefits of baby wearing they are choosing to carry their baby for longer so will be lookingg for products that fit in with their carrying journey. We now provide a range of carriers that are tailored for each stage of baby’s development so parents can choose the right carrier for the right age and stage of their baby’s development, without any compromise on fit or comfort.

Is this a product category that more dads are involved in with regard the buying decision?

We see many dads getting involved in the decision making process and both parents are front of mind when we are creating a new carrier and looking at existing product lines and colourways.

Have we experienced an increase in popularity with these type of products?

The rise in awareness of the broader benefits of carrying your baby coupled with the adoption of babywearing by many celebrities has certainly helped to create a demand for slings and carriers in general.

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focus FEEDING Picture courtesy of Hippychick

Food for thought If there is one thing everyone does it’s eat. Babies start by suckling at their mothers breast or being bottle fed, then comes the anxiety of weaning. What are manufacturers offering product wise to keep abreast with this evolving category? e all know that breast milk is what is recommended as best for baby and of course this comes with many anxieties especially for first time mums, but naturally there comes a time when a transition from breast to bottle will happen and then a follow on to weaning onto solids.

Fortunately, we have a plethora of companies who are fully equipped with product ranges that should assist your customers select products that will not only suit their own lifestyle needs, but those of their infants.

So, what are parents looking for when we look at weaning ranges? Luca Pasqualotti (UK Marketing Manager, NUK) feels it is mainly about the benefits they offer. “We believe parents are looking for intuitive products that provide convenience and guidance in this important period of feeding transition. Products that can provide a support and simplify their busy life and help them fight the unknown of being a new parent.”

Products that offer parents a way to simplify everyday activities and reduce stress will always be a winner. Jeremy Minchin (Managing Director, Hippychick) agrees. “There’s a big focus on anything that help make parents lives that little bit easier and weaning is no different.” Said Jeremy. “Anything to reduce the stress or mess of baby led weaning such as our Tidy Tot bib and tray kits are a winner. As well as this, a product needs to be enticing to the child to make the journey enjoyable for them also.”

This is a buoyant industry sector. Parents have many dilemmas when it comes to feeding baby.

Introducing baby to ‘solids’, as an example, is often a pretty large and often daunting challenge. But for the majority, the weaning process is also incredibly rewarding to parents. If there is one item that will in all probability always see growth in the nursery sector, will be that of products that assist with this – let’s face it, if there’s one thing we all need to do, it’s eat!

How can good design assist with parent anxiety when weaning infants from breast/bottle feeding to solids? “Product design is centred around Form, Function, Fit and Finish. Providing parents with

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intuitive and convenient products that are easy to use is paramount to help parents in this complicated transitional task.” Said Luca. “This should be done by focusing on clear functionalities that address some of the difficulties they experience during this transition, adapting the form to support this function, ensuring a perfect fit to baby in order to make it easier to use for them. Finish then becomes more a matter of quality perception rounding up the other benefits.”

We asked Dean Tollman (Director, Vital Innovations) whether he felt that a co-ordinated range is important? “A co-ordinated range can help to keep consumers loyal to a brand, supporting their family throughout the early years. Here at Vital Baby we believe that it is important to provide a full range of products that compliment and co-ordinate each other, both on the shop shelf and in the home.”

With so much choice available to parents, is this a category that is often researched prior to purchase, or more of an impulse buy? We asked Luca for his thoughts. “First time expectant parents do a lot of research. Experienced parents have accumulated knowledge and tend to be able to buy as they need based on past experiences, however I don’t think the amount of true impulse buying without a true need behind it is big in this category. This is all based on perception of behaviour as we lack the quantitative data on shopper behaviour.”

Jeremy agrees. “Parents definitely research. A big element of this market is word of mouth and hearing another parents ‘success story’ of weaning with a certain product is a big influence when purchasing. Parents like to be reassured that a product their looking at works and works well.”

Vital Baby invest heavily into consumer research and work closely with parents to gain their opinion on products. “Vital Baby believe this is definitely an area that parents will research which is why we spend so much time researching and working with parents for feedback, and advice.” Said Dean.

“Parents will invest a lot of time in this research to ensure that they purchase the best available products for their child. There is extensive information available regarding weaning not only online, but

through word of mouth from friends and parents who have been through the weaning journey already.”

One point of note is that we must remember that each product may not be suitable for every child – make sure you have an assortment of items to give the parents a selection of choice – especially feeding bottles as the type of teat required will vary from baby to baby.

This could be why many suppliers and manufacturers in this category are experiencing a continued growth. Accessories also play a strong role, from feeding spoons, bowls and bibs through to the larger items, such as highchairs. We highlight a number of products on the following pages that are available to order now.

Nursery market specialists FanFinders surveyed 1600 consumers via their online platform Your Baby Club focusing on feeding products. Here’s the results.

Did you buy products that assisted with weaning?

Yes - 761 (47.6%) No - 839 (52.4%) When buying feeding items, did you look for a coordinated range?

Yes - 895 (55.9%) No - 705 (44.1%) Did you look for a plastic or wooden highchair?

Plastic highchair - 1282 (80.1%) Wooden highchair - 318 (19.9%) Did you use a fabric or plastic bib?

Plastic bib - 348 (21.7%) Fabric bib - 1252 (78.3%) Were you looking for cutlery that was ergonomically designed?

Yes - 899 - (56.2%) No - 701 (43.8%)

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Stick with it

Baby led weaning experts say the Amazon UK best-selling EasyMat is a feeding essential for babies or toddlers aged six months+. Consisting of a placemat and a ‘happy face’ divided suction plate in one, the EasyMat sticks firmly to any high chair or flat surface (except unfinished wood) for less mess and more fun at mealtimes! It is especially helpful for children with autism, who are picky eaters, or who have selective eating disorders. Manufactured from FDA-approved silicone, both the EasyMat and matching soft spoon are hand and dishwasher-safe. The EasyMat Mini is ideal for weaning on the go!

Telephone: 01744 334547 Email: sales@statusproducts.net Website: www.easytots.com

Feeding through the ages ers a choice of stylish

East Coast Nursery offer custom ry need. Made from wooden highchairs to suit eve ber, they are functional, solid, sustainably sourced tim reliable and built to last. is made from solid Their Combination Highchair nish. It includes a full rubberwood with a natural fi three-position tray. safety harness and a removable r highchair, the thei wn Once baby has outgro easily into a sturdy s vert con n atio bin East Coast Com it suitable from six chair and play table, making months into early childhood.

Tel: 01692 408802 y.co.uk Web: www.eastcoastnurser

So wl o b a e v e i l brand new undbto e at lf-feeding, the an active role help inspire se es tots to take

Sip and go The only infant bottle on the market that’s 100% plastic-free; Pura Bottles are designed to stay with your child for life. As your baby grows, the bottle can evolve by simply switching out the silicone top. This also means you can build your bottle for the days activities – choosing from a teat, a straw, a sports lid or more. The bottles are made from durable stainless steel and come in a variety of sizes and fun, bright colours.

Tel: 01202 303 777 Email: Lia@2012ltd.co.uk Web: www.purastainless.com

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courag Designe ning. The new Feeding Kitt en stages of wea al er dl iti in od e T th ce ie 12-p n from on ravel sssiio best-selling T natural progre ess the braand’s de mealtimes, a ud lu cl nc in t ki al practic colourful and l, helping w bo va ie el Unb essy and m to minimise p mes, Prep lti ea m stressful a ts, n Go Food Po l ee St s es nl ai St ith easy to Cutlery Set w ndles, the grip chunky ha a-Snack pingenious Tra er ev and the cl Cup Toddler Straw coated ft featuring a so t. straw spou 2 200 Tel: 01707 26 aby. lb ta vi w. w Web: w co.uk

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Discover mealtimes without the mess All-In-One Bib & Tray Kit

No more gap between baby & highchair! universal fitting - easy clean - portable - food safe

• Suction Plate & Placemat All In One§ • For Large Highchair Trays and Tables • Less Mess More Fun Feeding

New Bib Design launched August 2017

• BPA Free High Grade Silicone

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BPA Free High Grade Silicone ••BPA BPA Free High Grade Silicone • BPA •Free Grade Silicone • Free BPA Free High Grade Free High Grade Silicone • High BPA High Grade Silicone • Silicone BPA Free High Grade Silic

www.easytots.com |

welovetots

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BIB ATTACHES TO TRAY

tidytot.co.uk

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VB Advert June17 210x138.indd 1

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Multiply by four When it comes to highchairs to suit every lifestyle Joie has it covered! The new Joie Multiply is a highchair meets table, converting from a maxed out highchair to a mini table with every mealtime milestone in between; beginning as a reclining or traditional highchair, and then converting to a booster seat, youth chair and toddler play table!

Featuring five height adjustments and three recline positions, including a 3-position footrest, it allows the chair to be the perfect partner for every stage of development and to adjust to fit varying table or island heights.

The Multiply is designed for practicality with a removable, four position, one hand adjustable tray that is dishwasher safe and can be easily stored away on the back of the seat legs. The integrated wheels on the front legs allow for easy movement when needed and its freestanding when folded makes it the ideal choice for even the smallest of spaces.

Tel: 01889 808 900 Email: uksales@joiebaby.com

Transforming feeding time Inspired by the transformation of a butterfly, the sculptural Cocoon highchair metamorphoses from a comfortable newborn recliner through to a junior dining seat using a variety of height, recline and tray options. The comfortable, removable foam seat is moulded in one piece making it easy to keep clean simply by wiping it down, whilst the magnetic tray enables it to be stowed easily on the back legs when not in use. With simple, modern lines and block colours, the Cocoon is designed to be a stylish addition to contemporary homes as well as offering plenty of practical features.

Tel: 0161 335 2500 Email: sales@kooltrade.co.uk

Going potty Brother Max’s fantastic weaning pots, come in small and large sizes!

With flexible, easy push-through bases and leak-proof hinged lids, you can pop out frozen food or thaw/defrost and serve your little one directly from the pot. Each pot provides one small 40ml or 170ml portion which can be placed in the fridge or freezer and then straight into the microwave. The pots click together for easy filling.

BPA Free, dishwasher, microwave and sterilizer-safe.

Flexible, easy push-through bases.

Leak-proof hinged lids.

Tel: 01280 878266 Email: brothermax@solutioneu.com Web: www.brothermax.com

Yum yum for TumTums The TumTum weany range from Hippychick provides everything needed for feeding little ones (apart from the food!). The Stay Put Dippy Face Plate has a clever suction base; no longer will more food end up on the floor than in littles ones tummies! The sectioned face and ears that separate food will also appease even the fussiest little eaters!

Perfect for on the go, Peepo pots provide a secure vessel to transport both hot and cold snacks. Their non-slip bases are perfect for picnics or stops on benches. What happens when you’re out, and are planning a pit stop for soup with yoghurt for afters and you only have one spoon? Swapsie Spoons solve this problem by being two spoons in one! The jewel in the weany range’s crown comes in the form of the Tippy up Cup. Hiding inside is a weighted straw, that always finds the liquid meaning it can be drank from at any angle.

Tel: 01278 434440 Web: www.hippychick.com

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h All iin tthe curve

With the core of the pillow being made from firm, polyurethane foam, the Natural Curve Nursing Pillow offers long-lasting support to prevent mum from slouching as she breastfeeds. The unique contour of the foam fits comfortably around mum’s waist and positions baby ‘tummy-to-tummy’, with their head and neck supported, as they feed. This makes the pillow comfortable for both mum and baby. Each pillow comes with a soft, machine washable cover, which is gentle on baby’s skin.

Email: jreed@ergobaby.co.uk Web: www.ergobaby.co.uk

visit us at

Hall 4.1 Stand B-043

www.tumtumtots.com e: hello@tumtumtots.com

Nursing in style Multifunctional Nursing Scarf by Les Enfants The smart design in breathable and lightweight bamboo weave offers both mum and baby a comfortable temperature during nursing at all times.

Simply a must-have for all mums and babies on the go!

For more info please contact marie@lesenfants.se â&#x20AC;˘ www.lesenfants.se

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Get sipping

Multi award-winning Babycup First Cups - mini open cups recommended by experts for healthy sipping from weaning onwards. BPA-free, easy to clean, dishwasher and steriliser-safe; these translucent 50ml open cups are perfectly-proportioned for little hands and mouths and are endorsed and recommended by health authorities around the world.

Babies and young children enjoy using open cups just like their siblings, parents or carers and Babycup First Cups are great for developing self-feeding, independence and fine motor skills.

Also for cup-feeding infants in times of feeding challenges. Made with exceptional quality and Made in Britain.

Tel: 01483 866081 Email: hello@babycup.co.uk Web: www.babycup.co.uk

ren es s C on s u mer ina wAa u g ust c a mp a ign

Going public Chillipe

eps new brand ‘Mimi and Ma go’ are set for a summer laun ch to the public on August the 1st, bringing the multi-award winning formula feeder to the new busy parent consumers of The formula feeder attaches today. to ready-made formula and wat er bottles to allow baby to feed and be rehydrated quickly and easily without any fuss when out and about.

Now available in 0m+ slow teat , 3m+ vari-flow teat and 6m+ soft spout and in a new mixed pack of four.

BPA free. Made in Britain. Inte rested stockists, please contact Email: claire@mimiandmag the below. o.co.uk

d covendrnewecov Got it erall bib ited to launch a bra Make their day mealtimes,

Bringing the fun factor to Make My Day’s super stylish and functional bibs are inspired by imaginative play and dressing up.

The creative designs include Breakfast at Tiffanys, A Day at the Races, a Sheriff and many more. Not to mention the range of friendly animals featuring a monkey, frog and penguin - to name just a few!

Tel: 01730 895761 Web: www.cheekyrascals.co.uk

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Tidy Tot is exc new to continued demand for print design in response y Tot Tid g nin win ard aw multicolours and prints for its Bib & Tray Kit take on weaning fruits, The new print is a unisex and stylish grey colour represented in a neutral Emma Evans Studio palette and designed by ches to the wipe-clean atta The coverall bib between baby tray to eliminate the gap g the all and highchair, preventin ng. the usual mess of weani Loved by traditional weaners and baby-led weaners alike, it’s the essential piece of kit for mealtimes without the mess!

Tidy Tot Bib & Tray Kit RRP £29.99 Tidy Tot Bib £9.99 m ychick.co Email: enquiries@hipp .com ick ych ipp w.h ww b: We

Five v fe atuerr s at ile es

Babyhood and Beyond

Babymoov help make the transition to solid foods as stress-free for baby and parent as possible with a range of clever products.

The NEW Nutribaby+ offers families superior cooking convenience, with five versatile features packed into one sleek and stylish unit. This all-round food preparation system makes light work of daily kitchen chores, adapting to the needs of modern family life.

The Nutribaby+ can be used alongside complementary feeding products such as: NEW Baby Bowls (£4.50-£8.99 RRP) – storing and preserving freshness NEW Up&Go Booster Seat (£34.99 RRP) - an ideal travel companion NEW Compact Booster Seat (£44.99 RRP) - folds away to just 20cm!

Tel: 01823 772995 Email: swinskill@babymoov.com

Double the action The award-winning Freestyle Double Electric Breast Pump features Medela’s 2-Phase Expression technology, enabling mums to express in the same way that baby feeds at the breast, making pumping not only comfortable but highly efficient too. With double pumping technology rather than single pumping producing an average of 18% more breast milk, it helps to save breastfeeding mums some precious free time and even better, can be done hands-free!

Small enough to fit in the palm of your hand, pumping with the Medela Freestyle makes it easy to express breastmilk on the go – perfect for busy mums!

Feeling boppy An ideal solution for breastfeeding, Boppy Feeding Pillow includes internal padding that provides support for the baby, while the exclusive insert allows Boppy Pillow to adapt to the shape of every mum without losing its original shape or being too tight.

After feeding, Boppy continues to play a crucial role in supporting a baby’s development as the pillow becomes a cosy nest which allows babies from two months to relax with their head slightly raised, assisting digestion and avoiding regurgitation.

From six months Boppy Pillow helps encourage movement training by providing a comfortable cushion that facilitates the development of motor experimentation and coordination. Finally, from nine months, the pillow helps support the baby to maintain their balance, training them to gradually remain seated on their own. Boppy Pillow is available in five designs including Stamp Collector, Woodsie, Honey Bear, Wild Flowers and Tree of Life, the Silverleaf slip cover is also available.

Web: www.chicco.co.uk

g ng Makin milk easy y peasy

for for ut fo but b by, bu by by, aaby baby, ba for b for est fo es Breast is always best those using Formula, this feeding innovation takes the hassle out of all the prep.

At the touch of a button, Formula Pro measures the water and then the powder to mix up a feed at the perfect temperature and consistency.

Suitable with most bottles and formula brands, this is truly easy peasy– no more forgetting how many scoops you’ve added.

Tel: 01730 895761 Web: www. cheekyrascals.co.uk

Web: www.medela.co.uk

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Cover Story: NUK

Copied from nature The new NUK Nature Sense Baby Bottle – Closer to nature than ever before o one can do what Mother Nature does. We can’t do it o is either. But what NUK can do take her as an example. And so re they have developed the new NUK Nature Sense Bottles and Teats range, which lets babies enjoy a familiar feeling when drinking, a feeling that comes even closer to natural breastfeeding.

N

Copied from mothers - and Mother Nature

To understand life, you have to ask the right questions, for example, how many milk ducts does a mother’s breast have?

NUK looked into this question with the help of a recent medical study*. The development of the NUK Nature Sense Teat is based on the scientific findings that on average breastfeeding mothers have 7.6 active milk ducts, up to 16 active milk ducts were observed and the number of active milk ducts increases with every additional birth.

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“ W it h t h e objec t ive

o f c o m in g even c lo ser to n atu re , N U K h ave deve lop e d t h e n e w N U K N atu re S en se Teats w it h its sever a l t iny fee d h o le op en in gs ”

For the feeling of familiarity – taken from the example set by nature With the objective of coming even closer to nature, NUK have developed the new NUK Nature Sense Teats with its several tiny feed hole openings. These are modelled on the milk ducts of a mother’s breast and make it a

bottle that lets babies enjoy an all-round ffamiliar ili ffeeling li when h d drinking i ki and, d above b allll else, a natural flow. The several tiny feed hole openings are modelled on the milk ducts in a mother’s breast for a smooth and natural flow.

The new NUK Nature Sense Teat features the acclaimed NUK orthodontic shape which was developed by two leading orthodontists back in the 1950’s. The NUK orthodontic shape is easier for babies to accept and makes it easier for mother and child to switch between breast and bottle-feeding. The natural shape also promotes healthy oral development which is why it is approved by the Oral Health Foundation.

Other features of the new NUK Nature Sense Teat include an extra-soft tip that is flexible and adapts itself to the mouth in a similar way to a nipple. With a wide, flexible lip rest that gives a familiar feeling as if at a mother’s breast and the innovative NUK Anti-Colic Vent which allows the liquid to flow constantly helping to prevent air being swallowed and thus reducing the risk of colic.

Needs change - NUK Nature Sense changes too

Recommended by mothers and medical professionals

Anyone who feeds their baby for the first time with the new NUK Nature Sense will quickly notice that the closeness to nature has a direct influence on whether the baby accepts the bottle and feels good with it.

Therefore, NUK worked with doctors, midwives and most importantly parents to achieve this and so to have their endorsement for Nature Sense tells them that it is a job well done:

“ A ny one w h o feed s t h eir

b ab y fo r t h e fi rst t im e w it h t h e n ew N U K N atu re S en se w ill qu ic n ot ic e t h at t h e clo sen k ly es to n atu re h as a d irec t s in fluen ce on w h et h er b ab y ac cep ts t h e b ottl t h e e an d feels good w it h it .

”

thers: o m y b d e t s e T Sense end NUK Nature

re m e with NUK Natu • 99% would recom drinking experienc l ra tu na e or m a • 98% confirm Sense ture Sense Teat cepted the NUK Na • 92% of babies ac midwives: d an s paediatrician • Recommended by breast a to r ila sim uid flow ost like natural • 96% confirm a liq g ess and a feelin alm ftn so e th rm nfi co • 98% breastfeeding 2016 arch in Germany, dent Market Rese *Source: Indepen

The different teats in the NUK Nature Sense range come with a different number of tiny openings for breast milk and other thicker liquids too. So as baby grows, simply change the size of the teat: Small with its three feed holes for breast milk, water and infant formula, Medium with its six feed holes for formula and Large with its nine feed holes for thicker feeds, available for babies aged 0-6 months (Small and Medium only) and 6-18 months (Small, Medium or Large).

For further information, please visit www.nuk.co.uk/naturesense or contact mail@nukbaby.co.uk nursery today

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focus BABY GIFTS

Gifts galore Whether the gift is from a grandparent or family friend, gifting in the UK is big business. irst time parents can have huge wish lists of items that they would like to have once their baby is born, which is why the gift category is one that shouldn’t be overlooked in-store.

Grandparents or other close family members may opt to purchase one of the larger nursery items, but friends and well-wishers will seek items that may not be quite so high in value.

Examples of gifts can include bedding, toys, nursery accessories, clothing, footwear and keepsake items. However, baby gifts don’t necessarily need to cost the ‘gift bearer’ a fortune, but generally are items that may have a perceived higher value (even if the gift itself appears small) – this can be helped greatly by the type of packaging a product is placed within.

Any gift giver wants their gift to make an impact, they want something that delivers a certain ‘wow’ factor. As with most things a lot lies in the presentation and so, again this is a strong reason to look at the packaging and presentation of a product which can be a key trigger in gift purchasing. A great gift idea presented badly will struggle to succeed, but a great gift idea with great presentation is sure to be taken to the till.

A good gift has to not only look appealing, be good value for money and have some sort of practical use or sentimental value, but has to have that extra special something to make it stand out from the crowd and persuade those eager-gift buyers, this is the gift for them.

F

Made with love The Made With Love range of little plush bears and bunnies are made in luxurious fabrics and dreamy colours.

One plush bear holds an embroidered muslin square, and a baby bear rattle is packed with a hand-finished knitted blanket, making them perfect gifts for newborns. Each piece in the Made With Love range is beautifully packaged for gifting, including a ‘To & From’ tag and printed ribbons on the larger items.

The Counting Sheep Comforter is made in super-soft ‘rosebud’ plush, for a comforting first toy to snuggle up with. Beautiful and practical - the Comforter is machine washable.

Tel: 01692 408802 Web: www.silvercloudnurserybedding.co.uk

Fiesta’s gifts keep on giving

Hit the right notes The much-loved Zazu range includes adorable Musical Soft Toys. Liz the Lamb, Dex the Dog and Don the Donkey play six soothing sounds and melodies including a heartbeat and calming waterfall. The voice activated soft toys will help to calm children and reassure them throughout the night. Little ones are sure to love these super cute bedtime buddies!

Tel: 01730 895761 Web: www.cheekyrascals.co.uk

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Fiesta Crafts knows that it takes a lot to keep a baby entertained, which is why each of their baby toys appeals to all the senses – especially the sense of fun!

With four different gift sets combining the hugely popular Squeakaboos! and the much loved Ringalings, babies will be entertained by the range of bright, soft, and plush textures; the amusing squeaks and rattles coming from inside the toy as well as the crinkly fabrics; and the adorably cute friendly faces. The Ringalings also help to soothe sore and teething gums with their attached teething piece. The gift sets are available in the cat, monkey, giraffe and dog characters.

Tel: 020 8804 0563 Email: sales@fiestacrafts.co.uk

Sparking little triumphs

Discover Lamaze, the perfect gift for birth & baby showers

NEW

NEW

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Integrated High Impact Multichannel Marketing Support Bounty Packs leaflets Retailer online and in-store activation Parenting media partnership Digital display Social Media

Contact us today to find out more Call 01392 281928 or email UKcustomerservices@tomy.com

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ddies Cuddle bu er Buddies are the ideal bedtime Slumb ing

Cute companions Nattou’s attention to detail in their plush toys and nursery accessories is what really sets them apart. The first toys a baby is given are often treasured for years to come, a companion that they will never be able to bring themselves to part with. Hippychick have just launched a brand new Nattou collection – Loulou, Lea and Hippolyte. These cuddly characters are a neutral hue – perfect for any expectant parent and come in many different guises, from soft comforters to growth chart sofas. The perfect first birthday gift are Nattou’s rockers, not only do these soft ride ons look the part, they are also extremely safe being one of the only rockers on the market to have a safety harness and non-tip feet.

Tel: 01278 434440 Web: www.hippychick.com/nattou

Summer Infant’s award-winn a range of different companion for soothing little ones to sleep; with s something for everyone products and cute characters to choose from; there’ Gifts and Birthdays. tening Chris rs, so can make a great gift for baby showe are the Soothing range y Budd er Slumb the to The newest additions ing Sooth Turtle has the six Turtle and the Cuddle Bug; the cute and cuddly lights and sounds. The starry different colours of noise projected through baby responds to the each se becau tant, different colour choices are impor ways. e uniqu in rs varying noise colou Web: www.summerinfant.co.uk

Jingle all the way Jingle Bells, Jingle Bells! What better way to celebrate rate baby’s first Christmas than with these beautiful gifts ts from the Snowman and The Snowdog ‘My First Christmas’ collection from Rainbow Designs.

This adorable plush collection includes My First Christmas Snowman and Snowdog Comfort Blankets, Ring Rattles and the delightful Jingle Bell Booties that feature both the Snowman and the Snowdog and come in a branded gift box.

These loveable gifts, made from baby soft plush are all embroidered with the ‘My First Christmas’ message making them the perfect keepsake for this very special occasion.

Web: www.rainbowdesigns.co.uk

Twinkle to sleep For the baby of the family The Baby range from Lesser & Pavey is the latest addition from the ever popular Mad Dots range of products that incorporate gifts for the bride and groom, family members and friends.

The baby range of pastel blue and pink includes fine chinaware mugs, feeding gift sets; tooth and hair curl trinket box, moneybox, photo frames, storage boxes and matching gift bags.

Tel: 01322 279225 Email: sales@leonardo.co.uk Web: www.leonardo.co.uk

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Little Chick London’s gorgeous Twinkle Lights Bed-time Soother makes a beautiful addition to every nursery and the perfect gift for newborns. It brings the room alive with colourful lights projected onto walls or ceilings accompanied by soothing lullabies to capture attention whilst babies slowly drift to sleep.

Made from super soft, machine washable plush, the Twinkle Lights Bedtime Soother can be placed on a flat surface or hung using the hook and loop strap provided.

Web: www.littlechick.london

NEW ORGANIC BABY BEDDING AND SLEEPWEAR RANGE

Love grows here

Supporting the

Find out more, email

trade@greensheepgroup.co.uk

The Woodland Trust is a charity registered in England and Wales (No.294344) and in Scotland (No. SC038885)

Little Green Sheep.indd 1

25/07/2017 10:38

focus BABY GIFTS

Gift of sleep What is the best gift you can give, ‘the gift of sleep,’ which is why Ollie the Owl makes the perfect present for parents and newborns and the must have gift of choice.

Ollie the Owl is a new, unique and utterly adorable sleep aid with built in CrySensor technology. This cuddly friend plays four soothing sounds including white noise and Brahms lullaby. The clever CrySensor technology means Ollie automatically activates when baby cries, soothing little ones gently back to sleep meaning more rest for mum and dad too. With a gentle night light in his tummy and three sensory light levels, Ollie is gorgeous plush toy that comforts and settles baby.

Web: www.gro.co.uk

Lamaze Be amazed with surprise crinkles, this adorable parrot invites baby to and Lamaze has expanded its popular line of gifting activity toy segments with exciting new releases including Repeat Petey, Stacking Starseeker and Cosimo Concerto.

Parent and baby will love to make music together with the musical Cosimo Concerto. This soft plush zebra doubles as a piano for baby to begin playing songs and developing musical skills.

Repeat Petey is another perfect gift, when you speak he will remember what you’ve said and repeats it back to you! With interesting textures, contrast patterns, and

explore, stimulating tactile senses.

Also available from the collection is the colourful Stacking Starseeker. A plush spaceship which separates into four segments that baby can use to foster motor skills by stacking up, taking apart and putting back together.

Tel: 01392 281 928 Email: ukcustomerservices@tomy.com Web: uk.tomy.com/lamaze

Go wild with a gift

From the Wild Cotton Collection, a range of 100% organic cotton, illustrated bedding and sleepwear by The Little Green Sheep, these Gift Sets make the perfect baby gift.

The baby gift set is made from super soft 100% organic brushed cotton, ideal for baby ’s delicate skin.

With two designs available including a beautifully illustrated Rabbit or Bear featuring on a mint or grey melange background, the set includes a cosy sleepsuit, a cute hat and an essential matching bib.

The Wild Cotton Baby Blankets also make an ideal baby gift. The gorgeous knitted blanket, which is available in mint or grey, is super soft and sumptuous.

Made from the finest GOTS certified organic cotton and designed with a fine luxury knit to gently mould around your baby, helping to keep them feeling safe and secure.

Best of all, The Little Green Sheep are working with the Woodland Trust and will dona te 25p of every item sold from the Wild Cotton range to the UK’s largest woodland conservation charity.

Ema il: trade@greensheepgroup.com

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Also new for 2017!

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Mary Meyer

The new 2-Stage Comfort Nest (patent pending) ŝƐ Ă ĨĂŶƚĂƐƟĐ ŵƵůƟĨƵŶĐƟŽŶĂů ƉƌŽĚƵĐƚ ƐƵŝƚĂďůĞ ĨŽƌ ƐƵƉĞƌǀŝƐĞĚ ƉůĂLJƟŵĞ ĂŶĚ ŶĂƉƟŵĞ͘ hŶŝƋƵĞůLJ͕ ƚŚĞ ǁĞĚŐĞ ŝƐ ƌĞŵŽǀĂďůĞ ĂŶĚ ĐĂŶ ďĞ ƵƐĞĚ ƐĞƉĂƌĂƚĞůLJ ƚŽ ƐƵƉƉŽƌƚ ďĂďLJ͛Ɛ ƵƉƉĞƌ ďŽĚLJ͘

ǀĂŝůĂďůĞ ƵŐƵƐƚ 2017!

Contact Claire at Tel: +44 (0)1243 780501 or claire.bradley@whitepebbleint.com

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25/07/2017 18:31

focus BABY GIFTS

it!

The cheek ofaward winning range of

Cuddly and safe BreathableBaby’s bedtime companions make the perfect baby gift.

Beautiful and safe, these adorable plush characters are made from breathable fabrics, safe to cuddle, with no beads or piling and are hypoallergenic and machine washable. Choose from Bella Bird, Monkey, Puppy, Sebastion Seagul, Giraffe or Rory Rabbit!

Email: rachelle.harel@breathablebaby.com

Putty in their hands Mary Meyer continues to add to their very successful line of Putty Toys, a subdued colour scheme that modern mums love. These cuties are gender neutral and made from an incredibly soft plush.

Character blankets and soft toys are available from small to a larger option.

Continuing in 2018 is the Taggies Signature Collection. Each toy features Taggies looped ribbons that captivate and stimulate babies as they hold and rub the satin tags.

This is Mary Meyer’s 84th year as a family run business located in Vermont, USA. Tel: 01243 780501 Email: info@whitepebbleint.com

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The latest addition to Cheeky Chompers’ products is the muslin collection which is made from brilliantly breathable 100% organic muslin making it naturally cuddle-able and super soft.

Perfect for gifting, individual items the Neckerchew, Neckerbib, Comforter and Multimuslin are available.

The Little Box of Cheekiness comprises the award winning Neckerchew chewy dribble bib with the added natural magic of muslin, the Neckerbib, a super-soft dribble and milk catcher and stay-in-place muslin Comforter.

The MultiMuslin is one beautiful muslin with six clever uses as a breastfeeding cover, teething rings, burp cloth, pram cover, swaddle and blanket.

Web: www.cheekychompers.com

Feature AD ADVE VERT RTOR ORIA IAL L

The ambassador of textiles Ambassador Textiles is a fabric wholesaler, merchant and importer with over 40 years of experience in the textile industry and have been supplying fabrics to the nursery and children’s manufacturing industry for over 30 years. mbassador Textiles have an impressive portfolio of valued customers from start-up businesses to nationally renowned brands who recognise that good quality fabric is a key component in many of today’s innovative baby products and essentials.

Their baby care fabrics are carried to stock with an extensive range from cool and crisp breathable fabrics to soft and cuddly plush fabrics and fleece.

evenly-spaced embossed dot pattern, it is often used to line Moses baskets and as bedding for cots and buggies. Cuddlesoft Stars is available in the same popular baby colours as dimple and features an even pattern of embossed stars on the soft plush fabric.

Lambskin Anti Pil Fleece

Coral Fleece Circles is a circular embossed luxurious soft fleece fabric with a glorious marshmallow lightness of touch. Favoured for bedding, crib linings and as a decorative feature of hooded towels.

A

The Lambskin Anti Pil Fleece fabric is of the highest quality, manufactured in Taiwan, the anti pil face prevents the ‘bobble’ that you find on a lesser quality fabric. It has a soft handle with the robust quality of being mega washable which makes it the perfect baby and children’s fabric. Made of a luxurious spun polyester yarn the range covers a fantastic selection of over 50 plain colours from soft pastel shades to bright, striking colours. Along with their range of Printed Fleece it is widely used in the manufacturing industry by market leaders in bedding, clothing, wraps, toys, cozy toes, snuggle blankets and much more.

Coral Fleece Circles

Combed Cotton Interlock

This 100% Combed Cotton Interlock is of fantastic quality, produced to their own standard, its soft touch is perfect for baby clothing, linings, nursing pillows and bibs. The 100% Cotton Waffle fabric lines some of the most stylish Moses baskets and cribs available.

English embroidery polycotton, is still a popular choice for baby bedding and pretty pram accessories.

Lightweight and pretty Dobby Spot is frequently used in similar product manufacture for a contemporary look.

Their fabric buyers constantly keep abreast of changes in the nursery manufacturing industry, visiting trade and retail uct knowledge in order for shows to gather product them to source the top quality fabrics needed to keep up with emerging trends in colour and style.

They offer a tailored service to all their customers and are happy to help you in finding the right fabric to fit your design. On all fabrics they offer a bespoke colouring service, although minimum quantities apply.

Their fabrics are supplied from their purpose built UK warehouse directly to you.

Tel: 0161 624 4167 Email: info@ambassador-textiles.co.uk Web: www.ambassador-textiles.co.uk

Bamboo Terry Cuddlesoft Range Towelling The Cuddlesoft range offers three designs, Cuddlesoft Velboa – a super soft and snuggly fabric commonly known in the United States as Minkee fabric, easy to use and care for the fabric retains its pile directly after washing. Available in 11 colours including popular baby shades and stronger trending colours of biscuit, chocolate and grey. The range is ideal for luxury and sensory products from comforters to toys and cherished gifts.

Made up of 65% Bamboo fibre and made from the pulp of the Bamboo grass, a highly sustainable resource, combined with 28% cotton and 7% polyester.

It possesses a high water absorbency capacity due to the natural ability of bamboo to retain moisture and the looped back on the fabric. Having a gorgeous soft feel the face of the fabric has a velvety texture and sheen, often used as a fabric for nappies and bibs as well as bedding and clothing, Bamboo Towelling is as beautiful as it is practical.

Cuddlesoft Dimple Broderie & Stars Cuddlesoft Dimple has the same softness and appeal Anglaise as the plain fabric with a shorter pile and a raised

With timeless elegance their Broderie Anglaise, nursery today

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social media ROSS HEWITT

Visual appeal It was always going to be about video… hrough thousands of years of history there has always been the presence of three core building blocks for aartistic expression. Two of the three aare all around us in the world of m marketing; namely the Visual and the C Conceptual.

Websites, for example, employ b both of these very well. They create tthe Visual through images and sstylesheets (fonts, colours, etc.) and the C Conceptual through the titles and p page copy. Poetry, literature, painting aand sculpture p also share these aesthetics aand they seem to be pretty well establis established and tried and tested as far as huma human communication goes!

Video h however wears the crown V as it uses Visual and Conceptual but t third aesthetic…Aural. also adds the

T in g t , M an a g an d it w e H s s Ro Pi e o f S ec ret l M e d i a ’. r o t c e ir D ia ‘S avvy S oc in g a ut h o r o f h is d ig ita l m a rket st r n R o s s b e g a 9 8 an d h a d h is fi y tr 19 c a reer in t h e nu r sery in dus o t g& fo r a y in f M a rket in ro s s in o d a e H s a ver C c e fo r S il ec ret Pi e in r e m m o c E S e set up g 2 0 0 8 . H d h a s b een h e lp in n a d e v lo 2 0 10 foun d an d t e g s t n e . li e c r s in c on lin e eve i e .c o .uk etp w w w.sec r etp i e .c o .uk ec r | R o s s @ s 4 10 0 2 7 | 0 1 9 0 4 ec ret _ Pi e @S | Tw itter :

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The three elements combined are greater than the sum of the parts.

As a species, we generally gravitate towards content or entertainment that has the most aesthetic elements. More people read magazines than books.

More people watch television than read.

In 1996 when the internet was still in nappies in the UK, over 24.3 million people watched the last Christmas episode of Only Fools & Horses while the best-selling book that entire year sold under 300,000 copies!

This inherent desire for Visual, Conceptual and Aural drives the evolution of technology. Every piece of interactive technology we create soon evolves to have a way to

display television or films. We needed to have DVD players in laptops and Blue Ray players in Playstations. Even televisions now need to be ‘Smart’ so we can watch more than just television!

Mobile phones and tablets and social media platforms are now almost exclusively dependant on the consumption of video. You can’t ignore these trends in technology, visitor data and online behaviour.

If you are not creating video content already then there is a danger that you will soon be very much left behind as it is not the thing that distinguishes a few leaders from the crowd any more. It is becoming the

thing that separates the stragglers from the mainstream.

So, let’s just make a video, yeah?

Actually, erm, no. The most important step is not to just dive in and definitely do not lump video in with other content you produce…it is NOT an interchangeable format to text and images.

Video is an integration of many elements that needs to demand attention from your audience and it is a form and a media type. People consume video very differently to other online content. Reading, for example, is very active and generally works in this order - Perception, Appraisal, Evaluation, Emotional Response.

Video is more passive. You press play and expect to be shown something, rather than searching through content and finding meaning, so video offers more immediate comprehension. One second of video vastly outnumbers the amount of information that can be

read in 10 seconds. The emotional response comes much quicker with video than it does in text or images, and it usually happens before the mind goes through the traditional order of Appraisal and Evaluation.

Let me try to explain it better. If you were reading about a cute baby then it would take one second to perceive that you are reading about a baby, and within 10 seconds you would begin to gain an appraisal that the baby is cute. After a further five to 10 seconds you would begin to evaluate that you like cute babies and the eventual emotional response that follows is likely to be ‘Awwww’.

With video, you will instantly see a cute baby and within a couple of seconds the emotional response of ‘Awwww’ occurs. Appraisal and Evaluation happens after this.

The important point here is that video lets you create an emotional impact much quicker than other media. The downside is that it can also lose agnostic people much quicker too if not engaging. Hit hard and fast with something that elicits the emotional

d M ob ile ph on es an d ta bletse an socia l med ia pl at form s arantnoonw almost ex clusively depend o. You th e cons umpt ion of vi de s in can’t ign ore th ese trend on lin e tech no logy, vi sitor da ta an d be havi ou r. response and they will stay and watch.

Piddle about too much with logos and scene setting and they might not stick around to see the best bits.

Videos need to be planned and they only need to be created if the need to communicate via video exists.

Bad phrases to hear in the office or store are “We need to do a video”, “What can we do a video about?” and, worst of all, “Let’s make a video”!

Video is a combination of imagery, words and sound that works towards a unified goal and only works effectively when these elements are symbiotic. Video is not the solution for every type of content and trying to

‘convert’ existing content into a video does not usually work well either.

A good question to ask is ‘Does this idea lose something if it is just text and images?’. Good video marketing revolves around using video when and where it is needed to fill real content gaps.

Bad video marketing is done to fill form gaps, i.e. we have no videos so let’s make some!

So, to try and sum up, I guess I am saying that you need to do video marketing, but you shouldn’t just do video marketing.

Umm…I hope you found that useful!!!

®

This Disney cot bed and nursery set thoughtfully combines clean and contemporary design with the delightful addition of Winnie the Pooh or Minnie Mouse illustrations.

As your child grows, learning to sit and stand, the mattress base can be lowered, with three base heights available in total, providing extra security and reassurance. The cot ILK [OLU JVU]LY[Z LќVY[SLZZS` MYVT H JV[ VM [OL OPNOLZ[ X\HSP[` PU[V H JVZ` HUK Z[`SPZO Q\UPVY ILK ;OPZ PZ KVUL I` ZPTWS` ZWSP[[PUN KV^U IV[O LUKZ HUK YLTV]PUN [OL Ä_LK ZPKLZ meaning minimal disruption during little one’s often daunting transition. Once the change is complete, the bed can be suitable for a child up to approximately 4 years, making the Disney cot bed both extremely durable and great value.

nspirational thinking

Minnie Mouse - Hearts

The open slatted sides are perfect for watching over your little treasure during their most peaceful times and the teething rails LUZ\YLZ `V\Y JOPSK»Z KLSPJH[L ÄYZ[ [LL[O HYL WYV[LJ[LK

Winnie The Pooh - Hug Me

The Winnie the Pooh cot bed strikes the perfect balance between modern and classic designs and will look perfect within any nursery.

www.obabytrade.co.uk 01652 641491

nursery today

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focus OUT AND ABOUT

Mums on the run e’ve all been there, grabbing a quick cuppa in a known coffee establishment or meeting a friend for a quiet natter, when boom, the buggy parade arrive.

Many parents/carers will meet up for a bit of bonding after or before a school run, after dropping ing off older children to reception orr pre-school, for a social natter, swap p advice and of course chat about ut their recent ‘purchases’.

This of course opens ns doors for nursery retailers. ers. If they have a young babyy or infant and have a slightly tly older child, are we perhaps all missing an opportunity?

W

Safe to be seen

By also including products that are targeted to the three to six age group, for example, lunch boxes, back packs, buggy ride-ons for an older sibling all the way through to reflective clothing, this could be an additional footfall driver.

Of course, this isn’t however just for the older child child, mums on the run will also be llooking for products that will make their own time travel travelling simpler!

Here w we highlight a selection of produc products which fall p perfectly into this ssector.

Manufacturer of leading reflective safety gear, Pogu, has announced an exciting new partnership with Road Safety GB, Bikeability groups and Modeshift to incentivise families to explore sustainable ways of getting to nursery and school.

The partnership will roll out a reward scheme giving i e funds while teaching t raise it to t nity schools and nurseries the opportu children how to be visible and safe on the road.

Launching in September, ready for back to school, the partnership will bring the Pogu brand, who design and manufacture innovative reflective accessories from clothing stickers to buggy wheel designs, to thousands of parents across the UK and highlight the need to be safe and seen while walking or cycling to school.

The Pogu range is distributed by bébélephant and has won multiple top parenting awards since its launch in 2009 and is available through UK retailers, as well as 14 countries internationally.

For more information visit www.pogu.co.uk Web: www.bebelephant.com

Cheeky Rascals

The unique Lascal BuggyBoard Maxi Plus attaches to 99 per cent of pushchairs, prams and strollers, providing an easy way to travel by foot with more than one child ideal for mums with younger children on the school run! Little ones can ride along while holding on and when those little legs get tired from standing or after a long day at school, they can have a little rest thanks to the ingenious Saddle seat.

Tel: 01730 895761 Web: www.cheekyrascals.co.uk

It’s a wrap

Doing the school run with a newborn or younger sibling in tow can be a challenge – but the award winning, wrap-style Baby K’tan Baby Carrier will make it fuss-free.

The ready-to-wear wrap slips on like a t-shirt, allowing mum to comfortably carry her little one in multiple positions whilst leaving her hands-free to hold onto the school-aged child.

Available in multiple fabrics and colours, the Baby K’tan Baby Carrier is machine washable, dryer safe, and comes with a matching sash that converts to a carrying bag.

Tel: 01202 303 777 Email: Lia@2012ltd.co.uk Web: babyktan.co.uk

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Got it covered Being a mum is fun but can be extremely busy! Vital Baby has some excellent solutions to help make life that little bit easier when out and about.

The pocket sized Mum on The Go wallet contains three disposable bibs and one disposable change mat and the handy 50ml Vital Baby Aquaint Sanitising Water is the perfect size for travel. Included in the range are the super soft hand and face wipes, Travel Unbelievabowl and On The Go Weaning Set, both include a lid and spoon with hygiene cover.

Tel: 01707 262 200 Web: www.vitalbaby.co.uk

nursery today

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focus OUT AND ABOUT

Joie

Perfect for tired legs The Bumprider stroller board is the perfect accessory for your stroller! This award-winning premium stand-on board has been designed and tested in Sweden, engineered to attach to any single stroller or pram. Using a patented universal connector Bumprider guarantees 100 per cent fitting compatibility, including strollers without a rear axle or with unusual shaped tubing. Suitable for children from 2 to 5 years old (approx) weighing up to 30kg, the highest stroller board capacity in the UK! It is quick and easy to install and detach and can be stored on your stroller when not in use.

Joie introduces Bold, three seats in one super transporter designed to grow from nine months to 12 years old.

The Bold stands out from the crowd providing 5-point harness security up to seven years old (25kg), converting to a belted booster from 15-35kg.

Joie ISOSAFE connectors, top tether and vehicle belt combine for a safer, stronger installation, as well as powerful side impact protection with Guard Surround Safety panels that shield little ones from head to hip.

For ease-of-use the Grow Together multi-height headrest and harness system enables quick, simple adjustment with one-hand to 11 positions as your child grows, no rethreading of harnesses required.

Additional features include three recline positions, removable body support for younger children and a cupholder that attaches on either side of the child seat.

Tel: 01889 808 900 Email: uksales@ joiebaby.com Web: www. uk.joiebaby. com

Tel: 0161 335 2500 Email: sales@kooltrade.co.uk

Function with fashion

The Nursing Scarf by Les Enfants is made of 100 per cent bamboo and is functional as well as fashionable.

The smart design provides great coverage during nursing and allows for eye contact with little one while also enabling mum a comfortable and private moment with their baby when out and about.

Fully functional, yet versatile, it can be worn as a poncho or as a fashion accessory as a trendy scarf between feeds.

For sunny days it works great as a sun cover when carrying the baby in a baby carrier.

Les Enfants, the Scandinavian quality brand combine design, functionality and quality.

Simply a must-have for all mums and babies on the go.

Tel: +34 662081500 Email: info@lesenfants.se Web: www.lesenfants.se

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Pods away PacaPod’s new Hartland changing bag is an understated, streamlined backpack, which can transfer to a stylish messenger in seconds.

Compact in size, it can easily fit in overhead luggage storage, and the hands-free option is ideal for travelling with your little ones.

The unique 3-in-1 organisation system, located inside the bag, consists of a separate feeding and changing pod – ensuring all of baby’s essentials are kept separate from parent essentials. Finished in sumptuous, supple faux leather in either classic black or metallic gunmetal.

Tel: 01271 322834 Email: alice@pacapod.com

Feed with speed

Chillipeeps new brand Mimi and Mago formula feeder is the ultimate multi-award winning product for Mums on the run, invented by a busy Mum, it attaches to readymade formula and water bottles to allow baby to be fed and rehydrated quickly and easily without any fuss.

Now available in new 0m+ slow teat, 3m+ Vari-flow teat and 6m+ soft spout and a new mixed pack of four.

BPA free. Made in Britain.

Email: claire@mimiandmago.co.uk

n s h a de Fanta st i clutsiuon so

School run savieostresus-frere school run

Enjoy a mor buggy latest range of with LittleLife’s p schoolbags, accessories. Kee ly gym kit secure bookbags and chair sh pu pram or attached to your le hi w , lip C y Bugg with the handy is lip C y gg Bu le ab LittleLife’s Lock ly fe kly and sa perfect for quic ol am by the scho pr ur yo securing gates. ng ial, early morni For that essent up C y gg Bu eLife’s caffeine fix, Littl securely to your es ch ta at r Holde le and nd pushchair’s ha ed ost standard-siz m es at accommod ’s It . ps cu e coffe travel mugs or k and loop’ strap oo ‘h e bl sta ju ad ly for fastened secure means it can be spills. reduced risk of 1 1433 Tel: 0118 98 k littlelife.co.u l@ ai m l: Emai m co e. lif tle lit Web: www.

The perfect buddy

The answer to every parents prayers, the My Buggy Buddy Clip lets you carry multiple (school) bags on the buggy safely and securely – it could not be easier to use, it simply snaps on to the pram handle and is held in place using a metal clip.

Plus, their Buggy Weights are the perfect solution for evenly distributing weight when you are carrying numerous bags at once! Not only does the My Buggy Buddy Lock carry bags like the clip, the clever combination lock means that once at the school gates, the valuable pushchair can be secured to any nearby fence or railings. If it happens to be a particularly sunny day then the My Buggy Buddy sunshade is perfect for keeping the brightness out of little peoples’ faces. It can be adjusted to follow the sun, and folded up to pop in a bag.

Tel: 01278 434440 Web: www.hippychick.com nursery today

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Sponsored by

new!

Ticking the bib boxes

Parents are increasingly demanding products that are as good for the environment as they are for their baby and the brand-new Mum 2 Mum Hypoallergenic Bamboo Bandana Bibs tick those boxes.

The latest addition to the ever-popular, bestselling Mum 2 Mum bib range, the Bamboo Bandana Bibs are made up of three essential layers: a bamboo cotton printed upper, a PU waterproof layer and a gentle 100percent cotton muslin backing. The bamboo layer helps to draw moisture away from the skin and is anti-fungal and hypoallergenic. What’s more they are eco-friendly too.

Not only are the bamboo bibs super-functional, they are lightweight and cool against baby’s skin in the summer. They come in a range of fun, on-trend designs and are reversible so you get double the bib protection and style for the price of one. Individually packaged in a stylish zip lock bag, the Bamboo Bandana Bibs make a great gift for summertime babies.

There are four reversible designs available and the bibs are suitable from 4 months to 3 years.

Web: www.babyandmore.co.uk

Hands-free from ISOKI this Autumn new

ISOKI will introduce a unisex backpack to its awardwinning range of styles this Autumn.

Available in two colours, with a bang-on trend grey melange and classic black vegan leather, the handsfree bag means parents can manage multiple children in comfort and style!

Designed with a unique, wide-hinged opening, finding anything in this bag is easy. Padded panel keep parents comfortable, shoulder straps and a breathable back ets keep everything organised, right while numerous inner and outer pock down to your keys! bespoke, wipe-clean lining and Both colourways come with ISOKI’s two built-in insulated bottle pockets includes a padded Change Mat and for drinks and snacks. and shipping is free. The full There is no minimum order quantity Jugend in September. range is available to view at Kind and u Email: Karen.Tosetti@bpm.com.a

Water Babies!

Be bold

The latest revision of the Obaby favourite, the Atlas says goodbye to the black and grey seat units and now feature extra durable, full colour fabric in brand-new, bold designs. The seat unit is also multi-position and has a full lie-back recline making it suitable for newborn babies. Equipped with lockable front swivel wheels, enhanced suspension, adjustable hood and raincover, the Atlas provides a super smooth ride over all terrains and ensures little ones are cosy and comfortable throughout any journey.

Tel: 01652 641491 Email: sales@obaby.co.uk Web: www.obaby.co.uk

Wrap up at the swimming pool or seaside in LittleLife’s adorable Ultralight Poncho Towels.

Make the most of sun, sand and sea this summer with LittleLife’s collection of lightweight and absorbent Ultralight Poncho Towels. Winner of two Mother & Baby Gold Awards and recipient of countless glowing reviews, the Ultralight Poncho Towels have become a firm favourite with families and are perfect for drying off quickly and easily during days out at the seaside or swimming pool.

Perfect for all types of swim adventures, all LittleLife Poncho Towels are made from an incredibly soft fabric that is kind and gentle against your child’s sensitive skin. Available in two sizes, each towel fits neatly over your youngster’s head with underarm poppers for a secure and comfortable fit. A warm and cosy hood is perfect for drying wet hair while the UPF 50 rated fabric provides extra protection from the sun’s UV rays on family trips to the beach.

Created using the same material as leading travel towels, the Ultralight Poncho Towels are made from an extremely absorbent and quick-drying fabric.

As well as making sure drying kids is ultra-quick and easy, each towel also dries up to 8x faster than a standard beach towel.

Suitable for children aged between 1 and 4 years old, the Ultralight Poncho Towels were named Best Travel Product under £25 two years running at the 2014 and 2015 Mother & Baby Awards.

Web: www.littlelife.com

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new!

Sponsored by

A t p er fevce l tr a e m at

Inspire with Disney

a pacta real concern for a lot of Make ease of use being

With space and r! parents, Joie has the answer with the new Pact strolle out when t perfec fold, act comp super and eight A lightw act comp be to ned and about, it’s the ideal travel mate. Desig flat the with birth from le suitab yet strong, rich in features and , Gemm Joie with pair to ers adapt es includ it reclining seat, second with iGemm and iLevel infant carriers. Folding in a split s with a come and strap carry one hand, Pact has an integral on positi multiand one-h a es featur also handy carry bag. It t harness, 5-poin soft d padde e, handl able adjust t heigh e, reclin ing basket extending canopy, all round suspension, large shopp and raincover.

Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

The perfect companion

The PoorlyBoo Box contains 13 carefully selected essential baby care products, to treat symptoms of common baby illnesses, giving peace of mind and reassurance to all parents. Put together in a travel size medicine box that you can keep at home or travel with you.

The PoorlyBoo Box is perfect for all new mums and expecting mums and makes the perfect baby shower gift.

What’s in the box: Vapour Rub, Teething Gel, Teething Granules, Digital Thermometer, Sudocrem, Matanium, Syringe , Olbas Oil, Paracetamol, Ibuprofen, Saline Solution, Nasal Aspiration, Infacol

The latest additions to the Obaby furniture range, the Disney Inspire furniture range features unique illustrations of Disney favourites to add that special finishing touch to any nursery. Available as a cot bed or as a room set with coordinating changing unit, changing mat and wardrobe, the Disney Inspire range is the perfect combination of modern styling and classic design.

Tel: 01652 641491 Email: sales@obaby.co.uk Web: www.obaby.co.uk

Side by side Infant

The new Summer Side by Side Video Baby Monitor is the first monitor to introduce split screen, so enables simultaneous viewing of one to four rooms on the screen, it also has the added bonus of pan and tilt to achieve the perfect viewing angle. es lution colour LCD video display, imag Featuring an extra-large 5” high-reso t nigh c mati auto e whit and k blac the And can be viewed in crystal clear quality. re is rience, night and day. Room temperatu vision provides the same viewing expe play. and sleep for ent ronm in the perfect envi displayed on-screen to ensure baby is d soun with rols cont d soun and volume In addition to this, there is adjustable noise l aid to notify parents or carers of any visua a as act will s light LED ated activ coming from their baby’s room. ide glow night lights that will help to prov The two cameras included feature soft blue and p the red glow helping baby fall aslee a calming nursery environment with ing. sleep st light to help soothe baby whil

By Side Monitor has a guide retail price Available from September, the Side of £230 Web: www.summerinfant.co.uk

Web: www.poorlyboo.com

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

nursery today

55

retail TECHNOLOGY

Gearing up for a Bumper Black Friday

Image source, Pexels.com

This issue David takes a look ahead at how to ensure you are geared up for Christmas. t’s a fair bet that if you’re an online retailer in any sector (except very specialised sectors, like for instance Halloween costume supplies!) then you probably see your biggest volumes of sales around the Black Friday period leading into Christmas.

By analysing data from Google Analytics showing the traffic trends of hundreds of retail websites, it’s relatively easy to point out the busiest selling periods online for most retailers. Some businesses are highly seasonal, others enjoy constant traffic and sales with a peak around the November/early December time.

Normally organic Search Engine Optimisation takes months to kick in, so what you do now may only take effect several months down the line.

Thankfully organic SEO isn’t the only game in town when it comes to promoting your business online and in fact you should be thinking about utilising both changes in user behaviour and other marketing methods in the run-up to the now well established pre-Christmas Black Friday selling period.

I

David Fairhurst Head of Creative Online Marketing - Intelligent Retail

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

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nursery today

Boxing Clever with Google Shopping Campaigns Imagine if you only ever had to pay for advertising when someone walked through your door and you had a chance to try and sell to that person.

Sound like a good deal? That’s what you get with Google Shopping. This spin-off from Google AdWords displays an image and short descriptive title, price and contact details in a block at the top of search results.

Google Shopping has been giving much better ROI than traditional

’t Unless you havyenour set foot out of ortar’ ‘bricks and m 72, store since 19 ly you’ve probab heard of the inexorable rise inof the popularity s. smart phone Google AdWords for most of our clients and the beauty of this system is that if you have a product feed you can submit to Google (through their Google Merchant interface) then potentially you could be displaying great adverts at the top of page 1 in Google’s search results today, for some very competitive keyphrases!

It’s All About MOBILE! Unless you haven’t set foot out of your ‘bricks and mortar’ store since 1972, you’ve probably heard of the inexorable rise in the popularity of smart phones. Smartphone usage in the UK is on the rise, with 32% of UK users regularly making a purchase.

That makes us the most prolific mobile shoppers on the Planet, well ahead of our US cousins.

So what to do? Make sure first of all that your website displays well on mobile devices of all sizes, that’s smaller screen sizes (320px) right up to the latest modern widescreen tablets

– actually go through the navigation and make a purchase yourself if your web designer hasn’t done this, if there are any blocks to purchase you could be missing out on your busiest trading period of the year!

Don’t forget… people also read emails on their smartphones, so make sure you use email templates which can be read on a mobile screen, you could be losing out on clicks from your emails if you don’t. Which leads me neatly onto my next point…

Email Isn’t Dead Yes I know… email marketing is so last decade. Except it isn’t. If your business has been trading for many years, you’ve probably built up a very nice list of email addresses from previous customers who may be receptive to receiving emails from you.

Email marketing can give fantastic returns on investment if it’s done properly, so if you don’t know how to do this effectively I’d recommend outsourcing to a specialist, but there are also tools out there online which you can use to do this for yourself for very little cost.

It’s worth mentioning that even if you have the best email list going and you’re a great writer, crafting that perfect marketing email relies on you implicitly knowing the mindset of your recipients, which means you have to really get into the ‘nuts and bolts’ of what people are looking for.

Email marketing therefore works best with people who are already friendly to your store, so for that reason, use in combination with social media (Facebook, Twitter, Pinterest etc.) usage, so you can create a feeling of service and community… you’re not really trying to sell things, you are informing your friends of a great offer via the handy medium of direct email!

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BPA notice board Lucrative Chinese market

Robert Anslow M anaging Director If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.

www.thebpa.eu

UK Pavilion this year included TumTum, Kereso Sea Sponges, BabyHub, Mipibaby and The Good Karma Shop, and all enjoyed the support of the Department for International Trade (DIT) and the China Britain Business Council (CBBC).

Simon explains: “The UK government is very keen to encourage British business to export to China where the baby products market is growing rapidly. Both organisations have been extremely helpful to exhibitors in the UK Pavilion giving presentations, arranging shop visits and bringing buyers to their stands. This is definitely a show to watch and we hope to encourage more British companies to join the UK Pavilion at CMBE Shanghai next year.”

Baby Products Association members arrived in the bustling city of Shanghai in July to participate in one of the world’s largest nursery trade shows – CBME Shanghai – ready to launch British brands into the lucrative Chinese baby products market.

Simon Anslow, who organises the UK Pavilion at the show, said: “CBME Shanghai is a show unlike anything else we’ve ever experienced. Buyers arrive en masse the moment the doors open and the halls and stands are heaving with visitors right up until the end of the day when the show closes.”

Participating companies in the

Join the association in Germany We are now only weeks away from one the Baby Products Association’s most important events of the year, Kind und Jugend, which takes place in Cologne, Germany from 14th to 17th September 2017.

This year over 70 trade association members will be joining the UK Pavilion, all looking forward to great new business, networking and time to let their hair down and have some fun too!

Nursery Today magazine is celebrating 20 years in the industry and will be jointly sponsoring the hugely popular networking drinks which take place in the UK Pavilion at close of business on the first day of the show. Allport Cargo Services, which is the Trade Association’s recommended logistics company for the show, is also sponsoring the event – so exhibitors and visitors are invited to join both companies for drinks and nibbles.

Once again, the Baby Products Association has arranged discounts for visitors to the show.

A one-day ticket can be purchased for the reduced price of 7 euros using the code BPAatKJ17 and a season ticket for just 16 euros using the code BPAatKJ173.

Update on safety barriers The PROSAFE report on safety barriers has now been published and is freely available (members should contact the Baby Products Association for instructi ons to obtain a copy).

PROSAFE (Product Safety Forum of Europe) is a non-profit professional organisation for market surveillance authorities and officers from through out the EEA. Its primary objective is to improve the safety of users of products and services in Europe. It purchases products from retailers in several countrie s in Europe and tests them to the relevant safety standard. The results of the testing are then compiled into a report and shared with the market surveillance authorities and officers to take the appropriate action before the complet ed report is published and made publicly available. This process is called a Joint Market Surveillance Action and is primarily funded by the European Commission.

CEN; the European standardisation body, comprises several working groups that are responsible for the safety standards for different sectors. Technic al Committee (TC) 252 deals with child care articles and Working Group 4 is responsible for safety barriers. CEN/TC 252/WG 4 is heavily influenced by the Baby Products Association. Robert Anslow is convenor and Julie James is secretary and a large number of Association members are also members of this group. BS EN 1930:2011 Child use and care articles. Safety barriers. Safety requirements and test methods is currently being revised and the Associat ion invited PROSAFE representatives to these meetings to share their findings ahead of publication of the report and so that any interpretation issues or weaknes ses in the standard uncovered during the Joint Market Surveillance Action (JMSA) can be addressed.

The Association has also worked with a number of member companies that faced a potential RAPEX listing following this JMSA and identified inconsistencies during testing and interpretation. These issues were consequ ently resolved satisfactorily and the RAPEX listing was prevented. This is another example of how important membership of your trade association is.

New members welcomed The following companies have recently been welcomed as new members of the Baby Products Association: K-Play International Ltd based in Brigg, North Lincs; Motherly Love based in Dereham, Norfolk; 58

nursery today

The Good Karma Company Ltd based in London E5; Wombat & Co London Ltd based in Loughton, Essex and Zellie Ltd (Not Before Tea) based in Lidlington, Bedford The following companies have re-joined as

members after a break: 2012 Ltd based in Bournemouth, Dorset; Cuddledry Ltd based in Netherstowey, Somerset and Tee-Zed Products Ltd based in Rosyth, Dunfermline

Buyersdirectory

Coordinated Bedding

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Textiles

Textiles

Ambassador Textiles are a major supplier to the Nursery manufacturing industry, we stock an extensive range of top quality Baby Care fabrics in popular pastel colours:• Soft & Cuddly – Velboa, Dimple, Stars and Coral Fleece Circles • Cotton Waffle & Cotton Interlock • Moisture Absorbing – Bamboo Towelling & Woven Towelling • Lightweight & Pretty – Dobby Spot Polycotton & Brodierie Anglaise • Warm & versatile – Anti Pil Fleece Our Anti Pil fleece range has over 50 colours and 20 prints which can be made to order into Fleece Blankets in Cot, Pram and Picnic Blanket size (minimums apply) Visit our website to view the full range at www.ambassador-textiles.co.uk Or contact our experienced helpful team on 0161 624 4167 info@ambassador-textiles.co.uk

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