Progressive Preschool August 2024 by Max Publishing: Print, Digital Media + Events (London)

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THIS MONTH

As we get ready to embrace autumn, the second trade fair season of the year is about to begin.

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new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.

While July and August may seem outwardly quiet, there is a lot going on underneath the surface in terms of planning for the preschool industry for the remainder of the year.

First in the calendar is Autumn Fair (1-4 September), where the likes of Bigjigs, Keel Toys, Orange Tree Toys and Little Bird Told Me will be exhibiting, swiftly followed by Kind + Jugend (3-5 September), which will welcome almost 1,000 companies from 45 countries –you can read more on page 59.

Back to London, and Top Drawer runs at Olympia from 8-10 September and continues to attract design-led companies from our sector – including childrenswear specialist Blade & Rose which has enjoyed a stellar last 12 months, as founder Amanda Peffer tells us on page 39 of this issue.

Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.

Winnie the Pooh – are a key part of a preschooler’s world. Event director Ella Haynes acknowledges in this issue (see page 29) that the preschool sector is not only important to the show, but is also “critical” to the health of the licensing industry itself as it covers so many product categories.

Harrogate International Nursery Fair (13-15 October), meanwhile, continues to grow in popularity with international exhibitors each year, as well as European retailers and buyers. A limited number of stand spaces remain at the show for last minute exhibitors; check out our story on page six for more details.

Just writing that all down has made our heads spin slightly, but that’s not all. We’re also preparing

Below: The Progressive Preschool Awards 2024 will return to the Royal Lancaster Hotel on Tuesday 12 November.

The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.

Then, Brand Licensing Europe takes place at ExCeL from 24-26 September. Licensed properties – from Bing and Bluey, to Peppa Pig and PAW Patrol, The Very Hungry Caterpillar and

ISSN 2515-8570

ADVERTISING AND COMMERCIAL: Jo Pilcher jop@max-publishing.co.uk

for 2025. Toy Fair (21-23 January) has already seen the newly rebranded Gold Zone (formerly Greenhouse) sell out and, if latest indications are anything to go by, the rest of the show floor won’t be far behind. On top of this, we are looking at flights and hotels for Spielwarenmesse (28 January to 1 February) and Toy Fair in New York (1-4 March).

Not all of these events will be relevant for every company in the preschool industry, of course, but the underlying message to take away is that each of these shows can offer a link to new business and a chance to grow. We all work better when we have the full picture and knowing exactly what opportunities exist out there is vital.

All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.

And while you have your diaries open, make a note for the Progressive Preschool Awards on Tuesday 12 November at the Royal Lancaster. The finalists announcement is imminent and it’s the perfect way to end your autumn in style.

P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.

The Progressive Preschool Team Samantha Loveday, Rob Willis, Katie Roberts-Mason and Jo Cassidy.

Above: This issue of Progressive Preschool covers everything from baby essentials, through to licensed products, apparel specialists, the power of AI and key trade shows.

PPS is joined by a number of leading executives from across the licensing industry to talk all things preschool brand related.

With… Amanda Peffer, md at Blade & Rose, discusses the continued growth for the baby and childrenswear specialist.

Brand Alliance’s commercial and licensing director, Rob Broadhurst, on building its preschool portfolio.

Kind + Jugend 2024 - Cologne. 69

Annika Sander Löfmark, global head of communications at BabyBjörn AB, in the hotseat.

Babyland in Fife.

Harrogate International Nursery Fair offers international opportunities

Harrogate

International Nursery Fair - which takes place from 13 to 15 October – will have an international flavour this year with exhibitors attending from around Europe.

Countries represented will include Bulgaria, China, Denmark, Germany, Italy, Lithuania, Poland, Sweden and Switzerland.

Examples include Didis from Bulgaria which has been importing and exporting children’s products under the Lorelli brand for 20 years with a range of products from prams, car seats, high chairs, sleep products and multifunctional toys. Also, Tututis, a small family business from Lithuania, which has grown to be a well-known

stroller manufacturer in Europe. Poland has been represented at the show for many years with car seat brand Avionaut; and Espiro will also be joining the show for the first time this year. This company will be showcasing its range of strollers, car seats, highchairs, cots and accessories. Another new name to the show is Swedish company Mast with a range of high-quality, practical and stylish strollers.

Adrian Sneyd, show organiser, explained: “Harrogate is growing more popular with international exhibitors each year. The October date makes it an ideal time to launch new seasonal product ranges; and avoids busy school holidays which can impact

visitors being able to attend.

“Harrogate International Nursery Fair is also extremely cost effective for exhibitors compared to other international trade shows, with competitive stand pricing and good, affordable accommodation

JoJo Maman Bébé tops off busy summer with rebrand

Nursery specialist JoJo Maman

Bébé has topped off a busy few months – which has seen it launch a new JoJo Reloved donation scheme, update some of its classic designs and partner with Action for Children – by revealing a rebrand.

The transformation aims to reflect the company’s ‘commitment to growth’, with the new modern look including an updated logo, website, social channels and even some of the stores across the UK and Ireland.

The Belfast and Wanstead stores showcase the new fascia design and enhanced window display, with more outlets to follow shortly.

Meanwhile, the charity partnership with Action for Children

will support vulnerable families across the UK as back to school anxiety hits. Money raised through the partnership will help provide practical and emotional care and support to families who need it most, helping to create safe and happy childhoods for more children.

The company’s donation scheme – JoJo Reloved – is running until 31 August and enables consumers to donate good quality, pre-loved

children and baby clothes from any brand and receive a £5 off voucher as a thank you to redeem in-store.

The scheme aims to prevent high quality clothes that still have lots of life in them from going to landfill, while giving them a second chance to be Reloved.

Donations will be sent to family community centres and baby banks across the UK, benefitting vulnerable families.

near to the exhibition centre. With flights to the UK from Europe relatively cheap too, it is hardly surprising that more and more exhibitors, and in fact European retailers and buyers, are choosing to attend each year.”

With just two months until the event, there is still a limited number of stand spaces

available in the five halls of the Harrogate Convention Centre. Companies wishing to exhibit can find more information on the website at www.nurseryfair. com or contact Adrian directly at adrian@nurseryfair.com –or call +44 1902 880906.

Trixie returns to Harrods

Trixie has made a return to Harrods in London for the second year in a row with its dedicated shop-in-shop.

The collaboration allows the ambitious company to showcase its ‘world of infinite imagination’ in the luxury department store, with the shop-in-shop including a number of its bestselling products featuring

its popular animal characters –from backpacks to water bottles.

“We are thrilled once again to be given the opportunity to present our back to school range at Harrods with a global footprint; we are excited to hear the feedback from our customers,” commented Scott Garnerbundy-Higgs, UK sales director at Trixie. “A big thank you to our creative team who once again have gone above and beyond expectations. Why not pop into Harrods if you are in London to meet our animal friends?”

Cheeky Rascals unveils makeover

Nursery products supplier, Cheeky Rascals is continuing to evolve its growing portfolio – most recently developing its website and giving its logo a fresh makeover to better reflect contemporary family life of today.

The company – which was started by strategic director Selina Russell – has been sourcing innovative baby and nursery kit for over 25 years and remains as committed as ever to delivering high quality solutions to make family life that little bit easier; a mantra which is now reflected on the company logo.

The new website breaks product down into categories including Out & About, Sleep, Feeding, Home & Nursery and Baby Tech, and also features a dedicated blog (which covers subjects such as baby communication in the early years, potty training, feeding and safer sleep in the summer) and The Parent Café, a virtual parenting hub for the Cheeky Rascals community to check out guidance, tips and experiences from fellow parents.

Left: This marks the second year that Trixie has hosted a shop-in-shop in Harrods.

Above: Poland has been represented at the show for many years with car seat brand Avionaut.

TOP STORY

Boots reveals new clothing range for babies

High street retailer Boots has launched a new clothing range for babies – Maybe Baby – with broadcaster and new mum, Mollie King, coming on board as ambassador.

The range – which offers babywear from £6 – has been designed to be accessible for all and is unisex to offer longevity by swapping and sharing with siblings.

The garments are made from sumptuous fabrics, cut in contemporary oversized silhouettes and feature playful graphics.

“We are delighted to be launching Maybe Baby exclusively at Boots,”

commented John Carolyn, head of category, baby at Boots. “The lines have been created with both babies and parents in mind; comfortable for babies to wear whilst also being super easy for parents to put on and take

The Baby Show readies for Olympia return

The Baby Show, with Lidl GB is returning to the iconic Olympia Events, (formerly Olympia London) for its 23rd year from Friday 25 until Sunday 27 October.

The show will feature key parenting brands including Stokke, Tommee Tippee, MAM, Cybex, Joie, Nuna, UppaBaby, iCandy, Carifit, Baby Planet, Mama Bamboo – and new for 2024 –smarTrike and Miffy.

A one-stop shop for everything any new and expectant parent needs, the show will host the Buggy Testing Track so parents can try before they buy, a Baby Feeding Café for feeding in peace, the essential Lupilu Baby Changing Area, sponsored by Lidl GB, where visitors can try out its complementary, awardwinning range of nappies and wipes, and The Baby Show Café with Joie.

Mallory Reynolds-Trout, show manager at The Baby Show, said: “Shopping for a new baby can be a very

exciting, but overwhelming time. The Baby Show provides new and expectant parents with the opportunity to browse for the biggest brands in the parenting world, see all the latest gadgets, styles and designs and bag plenty of bargains along the way.

“We are thrilled to be returning to the beautiful Olympia London for our 23rd year and can’t wait to welcome a whole new audience of parents and grandparents to be.”

As well as the shopping opportunities at the show, there will be a Live Talks Stage where the UK’s experts will be sharing their tips on the most important issues affecting new parents including feeding, sleep, birth, first aid, health and fitness and more. Experts include Lucy Shrimpton, founder of The Sleep Nanny, Daisy First Aid’s Jenni Dunman, Positively Parenthood’s Heidi Skudder, weaning experts, Charlotte StirlingReed and Annabel Karmel, and founder

off. The range is made up of genderneutral colours, relaxed patterns and adorable graphics, all inspired by recent trends. We are confident that parents are going to love the new range as much as we do.”

Broadcaster and first-time mum, Mollie King, has partnered with Boots as an ambassador for the new range. She said: “I am thrilled to be collaborating with Boots for the launch of Maybe Baby. As a first-time mum, I understand how challenging it can be to find baby clothes that combine high quality, comfort, practicality and style. Maybe Baby strikes this balance perfectly.

“Partnering with Boots on this collection has been a dream come true, and it simplifies my life with every outfit change, thanks to the easy mix-and-match pieces. I can’t wait to see my daughter in these beautiful designs, with the teddy bear jacket being my absolute favourite.”

and ceo of Baby2Body, Melinda Nicci among others.

Over 25,000 people will descend on London to shop for their new arrival, browsing products from around 350 household baby brands as well as new, emerging and boutique brands. The New Kids of the Block feature gives new businesses the chance to showcase their brands and visitors the opportunity to see new and exclusive products not available anywhere on the high street.

For more information visit www. thebabyshow.co.uk/olympia.

Above: Broadcaster and first-time mum, Mollie King, has partnered with Boots as an ambassador for the new range.

Above: The Baby Show Café with Joie will be returning for the October show.

TOP STORY

Toy Fair embraces strong re-bookings

Toy Fair – which will celebrate its 71st show in January 2025 – has again welcomed an extremely high returnee booking rate for next year’s event, with the entire ground floor and newly branded Gold Zone (formerly Greenhouse) already sold out.

With almost five months still to go, the show has also received a high level of new applications and therefore any companies still considering booking exhibition space at the 2025 show are encouraged to apply now.

Exhibitors returning to build on their successful 2024 showing include The LEGO Group, Spin Master Toys, EPOCH Making Toys, Hasbro, VTech/LeapFrog, Bandai UK, Casdon, Trends UK,

Cheatwell Games, PAPO and Schleich among others.

The show is due to take place across the Grand, National and Upper West Halls at London’s Olympia from 21-23 January, 2025.

“We are once again so pleased with the continued high returnee rate for Toy Fair as well as the numerous new applicants,” commented Majen Immink, head of Toy Fair at the BTHA. “We do not underestimate the ongoing challenges the industry faces and therefore hugely appreciate the loyalty and support of our exhibitors and the value placed on the importance of the UK’s trade fair.

“We very much look forward to welcoming the industry back again in January and to witness the thousands of exciting new launches to the market.”

Blues Group unveils new dressing up division

Blues Group is adding another arm to its existing portfolio, creating a new dressing up division.

The Blues Dressing Up division will complement its successful babywear, children’s and adult apparel business and has been a number of months in the planning.

Ruth Golightly, director of sales and design at the company, will add the new division to her remit. During her time as head of buying for childrenswear at Asda, Ruth managed the dress-up department, successfully steering it to growth across events such as World Book Day and Halloween during her tenure.

Supporting Ruth will be Tony Lewis, who joins in the role of director. Tony has over 20 years’ experience in the

sector having been part of the original team which built the dress-up business at Christy’s (before it was sold to Amscan in 2010). He joins Blues from Disguise, where he headed up the team which successfully built an autonomous EMEA costume arm for the business.

In addition, Lynda Morris also joins from Disguise in the role of head of creative and design, bringing with her over 20 years’ experience in dress-up and licensed design.

Discussions are already underway with a number of licensors and retailers, with Blues working alongside an established and knowledgeable factory and supply base.

The division is now designing for key events from AW25 such

The ‘Gold Zone’ (formerly Greenhouse), dedicated to smaller, and up-and coming toy companies, and located in the Grand Hall has already sold out.

Spaces are still available on the upper level and can be allocated as shell scheme or space-only. Prospective exhibitors can apply online at www.toyfair.co.uk.

as Halloween, as well as direct to retail product for key retailers.

“This exciting new division for Blues Group began at the start of 2024 – we realised the synergy and missing opportunities across cross category products as we were being asked for this by retailers looking to extend their offering, favouring one licensee/supplier to design and produce for them,” commented Ruth. “Tony was the obvious choice to bring into Blues Group to lead the dressing up business, with his wealth of experience, contacts and knowledge complementing our already market leading baby, kids and adult business.”

You can read more about Blues Group’s plans in the September/October edition of Progressive Preschool.

Left: The company’s Ruth Golightly and Tony Lewis, both costume industry veterans.

Above: Toy Fair will return to London’s Olympia from 21-23 January 2025.

NielsenIQ GfK’s Emma Wade gives an update on the performance of the Baby Care market for the first half of 2024 and discusses the impact of the sustainability trend on the category.

IS CONSUMER DEMAND FOR SUSTAINABILITY CONVERTING INTO SALES?

The first half (H1) of 2024 was positive for Total Baby Care. Value was up 3% on H1 2023 - the highest we have seen since the pandemic. Volume sales were more stable with a small decline of 1%, reflecting the fall in demand as the birth rate continues to drop. Part of the reason sales value increased in H1 2024 was that consumers were buying premium products and brands. Another is that they chose items made with sustainable materials.

WHAT DO CONSUMERS THINK ABOUT SUSTAINABILITY?

GfK’s Consumer Life Study (2022) found that 73% of consumers think “it is important that companies take environmentally responsible actions”. Around 36% of consumers - and rising - claim they will select one brand over another if it specifically supports a cause they believe in. This means that brands with clear and easy-tofind sustainability statements have a higher chance of attracting ecoconscious consumers. This is especially important in the Baby Care market as consumers aged between 18-24 are three times more likely to switch

brands purchased based on their intrinsic values, compared to those aged 65+. ‘Glamour Green’ shoppers (shoppers who buy green as a badge of honour/status symbol) are also on the rise and account for one in five shoppers in Europe. These consumers are more likely than average to be Millennials or younger, so there’s a greater probability they will be young adults who are looking to or already have children. One of the other biggest findings from this study is that consumers said the biggest barrier to eco-purchases was the price, with half of respondents agreeing that ecopurchases are too expensive.

CAR SEATS AND STROLLERS

There has been an increase in the availability of both car seats and strollers using recycled materials in their fabrics. Some retailers are entering the pre-loved space, trialling selling refurbished second-hand strollers. As well as appealing to consumers who want to be more eco-conscious, this may also attract those who want a premium stroller but cannot afford a new one. One thorny issue remains with Car Seats: they are hard to recycle when no longer required.

BOTTLES AND TEATS

In this segment, there is the option to switch from a standard plastic bottle to a glass bottle. Most glass bottles are sold individually which is an issue for those wanting several items. In GB, the volume of glass bottles purchased has been increasing - albeit slowly - and they represent 2% of the total sales volume of all bottles with a teat. The cost could be a deterrent to increasing sales. In H1 2024, a single plastic bottle cost £4.08. In comparison, a single glass bottle was £10.33 - an increase of 153%.

HIGHCHAIRS

For eco-buyers, some models grow with the child. GfK defines these as evolutive. For a long time, the most popular material for these types of chairs was wood. They claimed a 79% volume share in 2021 when they sold the most units versus 65% in 2024. Due to inflation, wood-only chairs have become super-premium. As a result, consumers have shifted to highchairs made from a combination of wood and plastic, still premium but more affordable. Currently, an all-wood evolutive chair is around £132, versus a combination model at £107.

FINAL THOUGHTS

Although the GfK Consumer Life Study found that sustainability is important to consumers, in the Baby Care market, this is still slow to translate into sales. Price could be one of the biggest barriers to conversion. However, as some of the categories in the tech and durables industry begin to offer refurbished and pre-loved models, we may see that sector follow the Baby Care market example and introduce them into brick-and-mortar stores.

Artificial Intelligence can act like a tireless assistant, helping to organise, writing emails, generating content, brainstorming new ideas and improving efficiency, but, like any tool, it has its pros and cons. Media Snug md, Adeline St John shares how you can use AI to your advantage in daily business without falling into common traps.

MAXIMISING AI IN YOUR BUSINESS: TIPS AND PITFALLS

The quality of the content you can get from AI depends heavily on what you tell it to do. For example, say you ask AI to ‘write a product description’- you will likely get something pretty generic. But if you take the time to provide detailed instructions - like key features, your target audience, tone of voice and specific selling points - AI can deliver much more tailored and useful content. The more context you provide, the better it can work for you, turning from a basic assistant into a great business partner.

TWO TIPS FOR USING AI IN YOUR BUSINESS

Enhance communication efficiency - Use AI to help draft emails, respond to customer enquiries and even generate reports. For example, sometimes we have to send well thought out professional emails that might have delicate content. Tell AI what your email is about, why it is important and ask it “please can you reword this in a delicate and professional manner?”. This can be great for small businesses with limited staff, especially if a job needs to be done quickly. Personality is crucial in any business interactions, where empathy and understanding are key so you should always double check AI generated content before publishing it anywhere. And make

sure you ask it to write in British English, otherwise the copy will be plagued with Americanisms. Utilise AI for idea generation - Whether you’re planning a new launch, creating content or developing a new product line, AI

“ Overuse of AI for content creation for your website can result in bland or redundant content. ”

can help spark your synapses. Tools like GPT (Generative Pre-trained Transformers) can suggest headlines, come up with product names or even concepts for social media posts. While AI can offer fresh perspectives, it’s essential to remember that it doesn’t replace human creativity. Use AI suggestions as a starting point, but always refine and adapt them to fit your specific needs and goals.

HOW TO AVOID AI PITFALLS

Do not use AI to fully write blogs or articles - If you rely on AI to completely write blogs or articles this can devastate your rankings in Google. In March 2024, Google updated its algorithm update to penalise AI-generated content that doesn't meet its qualifying criteria. Google's goal is to reward humancreated content that's highly original, informative and useful for its readers.

Above: Adeline St John

Overuse of AI for content creation for your website can result in bland or redundant content that will not rank and also fails to engage readers that you hope will stay on your website. To avoid this be clever about what you put in, use it to help you outline or generate ideas that will get your creative writing flowing. Always ensure the final content is human-written, well-researched and tailored to your audience. Conduct thorough AIgenerated content checks - Before publishing any content that you have used AI to help you write, it’s crucial to run it through an AI checker such as QuillBot AI Detector. Tools like these can also help you to detect plagiarism, grammatical errors and most importantly ensure originality. Always do a final check to ensure the content is polished and professional. Conversely, you can check other people’s work to make sure it hasn't been AI generated. So why not try and harness the power of AI? Have a go with a simple task, try Chat GPT to help you reword that email you need to send with a stern British tone, ask it to write some blog title suggestions using specific keywords and see what happens. Integrating AI into your daily business life will speed things up for you and save you some brain ache. Use a balanced approach to enhance, not replace, our human way of thinking and personality, and always maintain a critical eye on AI-generated outputs. Did I use AI to help me write this? I'll let you decide!

If you would like some AI training, you can contact Adeline on adeline@mediasnug.com.

GIVING VOICE

The Baby Products Industry Association revealed its new name, along with a restructure, new membership categories and partnerships earlier this summer, bringing it firmly into the 21st century and cementing an intention to be the voice of the nursery industry. Chair – Marc Hardenberg –tells PPS why there’s no better time to join.

It was at the return of the AGM and networking event in June, that the Baby Products Industry Association unveiled its plans for the future. As well as the new name, these included a restructuring, new membership categories and numerous new partnerships.

“We have changed the name of the Association to Baby Products Industry Association (BPIA) with the aim of making it more inclusive to the entire nursery sector,” Marc

Hardenberg, chair of the BPIA, tells PPS. “Previously, membership was only offered to manufacturers and suppliers – we now welcome

anyone involved in the nursery sector from retailers to trade shows and service providers.

“Importantly, we have also restructured the BPIA and it now has a management team of five. This makes our day to day working more transparent and offers a wealth of new opinions and ideas.”

The Association began in 1945, and naturally the industry and the world we live in has changed significantly since then, Marc states: “The appointment of the new management team offered the opportunity to bring the BPIA into the 21st century, with new opportunities on offer and hopefully many more new members wanting to join us and benefit from an industry collaboration.”

Above: The BPIA announced the changes at its AGM and networking event in June at Wellington Hotel in central London.

Below: Marc Hardenberg, chair of the BPIA and ceo at Majuma.

Indeed, the BPIA has already hit the ground running with a number of new initiatives. A new website is in the process of being designed and talks are underway with numerous new associate members which offer services to the nursery sector and will give discounts and additional benefits to members. Several working groups have been set up within the BPIA to brainstorm new ideas and initiatives, and the Association is confident of building membership numbers up from the circa 70 it currently has.

“It is my personal aim to have 100 members on board by the end of 2024 – and as many associate members as possible, because these offer benefits to the members,” says Marc. One of these new partnerships is with Kind + Jugend, as Marc explains: “Prior to the pandemic, the BPIA hosted a UK Pavilion at Kind + Jugend each year with as many as 70 participants. It was the largest country specific pavilion at the show and a great endorsement for the UK’s nursery industry.

“The government retracted all funding for trade show participation, which has made hosting a UK Pavilion more of a challenge going forward. However, we are keen to be back at the show in 2025 and the partnership will hopefully make this achievable.

“We are having very positive conversations with the K+J team and we will be able to offer a very special deal to our members if they want to be part of the UK Pavilion in 2025.”

in talks with CBME and several other trade shows which will offer support should we wish to host a UK pavilion at their events, or offer discounts and additional support for our members. We are also talking to various other service providers to the nursery industry with the objective of securing special arrangements for our members.”

Crucially, the BPIA will offer support to all levels of the industry, “whether a start-up or a multi-national in whatever product category, we’ll be there for you” Marc asserts.

“We appreciate that membership is valuable to new businesses which often require mentoring and support, but don’t have the funds for membership fees. To address this we have introduced a ‘Start-up’ membership band for companies which have been trading for less than a year and a turnover of under £150k.”

It's a strong start and it’s clear that Marc is passionate about the Association and its ability to help the industry. The short-term goals are clear: “Our main aims are to build the membership, offer new partnerships and hopefully have UK Pavilions running at several international trade shows.

“And after the new government has settled in, we also hope to get a positive outcome regarding the Furniture and Furnishings (Fire) (Safety) Regulations 1988 (FFFSR).”

The Executive Committee

Similar partnerships are also in Marc’s sights. “We are already

Marc ends our conversation with a rallying cry: “Our Association can only exist by the virtue of our membership

Delivering for members

“Many companies join the trade association for membership benefits – for example, we offer a free business support helpline with Croner, reduced rates for testing houses and exhibiting at trade shows for example. We also give free help and advice regarding safety standards and can help companies with product compliance queries,” says Marc.

“However, one of the greatest advantages for members is being part of the voice of the industry. The BPIA has worked tirelessly to ensure a fair trading platform for its members – for example, it successfully lobbied the government to have VAT on Isofix bases reduced to 5% and is now in the final stages of a 14 year campaign to have nursery products removed from the Furniture and Furnishings (Fire) (Safety) Regulations 1988 (FFFSR).

“The BPIA has influence at European level and helps to ensure a fair trading platform for its members. As one of our executive committee members recently pointed out, if the industry did not have the trade association, business for companies in the nursery sector would be significantly disadvantaged.”

base. By joining the BPIA, companies will help to finance all the great work with do on the product safety committees. This alone will ensure that our members and the wider industry can develop and sell their products in a safe and profitable way.

“Besides that, new members will benefit from all the new special arrangements we have agreed with our Associate members and partners. There is no better time to join the Association, so if companies are interested, please contact me directly for a conversation.”

The Management Team

The Executive Committee Members

COMPONENTS

From feeding supplies to baby care, bedding to bibs and nappies, there are some products which new parents simply cannot do without. PPS speaks to a number of suppliers to find out what’s happening in the baby essentials category.

When defining an ‘essential’ for a baby, there is one simple consideration, whatever the product – it should make the parents’ lives easier.

“It’s hard enough dealing with a newborn, so you want to choose products that will simplify your life as a new parent,” Nadine Girad, vice president at Ubbi tells PPS.

Leonie Hayward, marketing director at Cheeky Rascals, meanwhile, offers: “An essential is a product that provides safety, comfort and convenience, supporting a baby’s development and making parents' lives easier.”

Cheeky Rascals is celebrating success with two key products currently. Its Baby Brezza range has been “the highlight” of 2024, says Leonie, due to its “innovative, time saving solutions that simplify every day parenting tasks. Parents have particularly appreciated

the convenience and efficiency of the Baby Brezza products, such as the Formula Pro Advanced, which automatically mixes and heats formula to the perfect consistency and temperature and the new never seen before Bottle Washer Pro which

automatically washes, sterilises and dries baby’s bottles.”

In addition, the Owlet Dream Sock is another highlight, with its technology aiming to offer parents peace of mind by tracking their baby’s sleep patterns, oxygen levels and heart rate.

Back with Ubbi, and Nadine says that the company’s nappy bin is its biggest success. “It is the first steel bin that doesn’t require any special refills, with a contemporary design that appeals to today’s modern parents' tastes and décor,” she says. “Sustainability is something that’s now taken into consideration during the purchasing decision-making process, whereas it wasn’t as highly considered before. This is why Ubbi can take

Above: Ubbi says its nappy bin is the first steel bin which doesn’t require any special refills. Below: hauck is launching new accessories for its popular Alpha+ highchair including a play board.

Alpha Play Tray

pride in being highly innovative, as we were the first to make a steel bin instead of plastic, and designed it to be used with any bags –recycled, compostable or cloth. This is something contemporary parents consider much more now compared to 20, even 10 years ago.”

Having enjoyed success in the US, Nadine is excited to bring the Ubbi brand to the UK, commenting: “We truly believe that parents in the UK will appreciate the attention we put into the design of our products to make their lives easier and bring smiles to their faces, as well as their baby’s.”

SECTOR FOCUS: BABY

Left: The Baby Brezza Bottle Washer Pro from Cheeky Rascals automatically washes, sterilises and dries baby’s bottles.

Play Board. “The Alpha+ highchair is an essential because it has been around for many years now and can be found in many homes,” says Edina.

“Combined with the right accessories, like bouncers, the highchair can be used from birth up to 90kg.”

Nicole Graham, founder of Ziggle, says that her most asked question from parents-to-be is “everyone tells me I need to get them, but what is a muslin actually for?”

The company’s new Bunnies and Savanna Animals collections have been proving popular, enabling its stockists to present a coordinated collection of Ziggle accessories that meet different shopping needs. “We have also extended the baby essentials range we offer to include silicone feeding bibs and sensory rattles,” Nicole continues. New 2025 collections, meanwhile, will be launching in January.

Edina Mujakic, trade marketing manager at hauck, describes the company’s Alpha+ FSC-certified wooden highchair as a “reliable companion for life”. This year has seen the product win the Made for Mums Gold Award in the Best Highchair Under £100 category, as well as the Dadsnet Gold Award for Best Sustainable/Eco-friendly product.

The company will launch a number of new accessories for the highchair in October at Harrogate International Nursery Fair, including the Highchair

Design for life

“When it comes to essentials, I would advise do your research and make sure you’ve got the newborn basics ready well ahead of baby’s arrival,” Nicole explains. “Then see what you are gifted and you’ll figure the rest out as you get used to your own baby’s needs and gather tips along the way from other parents.”

Design is “crucial” when it comes to an essential item, says Cheeky Rascals’ Leonie. “It should seamlessly blend functionality with aesthetics to ensure the product is both practical and visually appealing,” she explains. “For instance, our Fred Clear View Safety Gates and home safety products are designed to integrate effortlessly into stylish, Instagram-worthy homes, providing top-tier safety without compromising on the look and feel of modern interiors.”

Modern Cloth Nappies’ Stephanie agrees: “Design is incredibly important, not just for aesthetics but for functionality as well. A well-designed product can make a huge difference in the ease of use, comfort and even the safety of an item. For instance, our modern cloth nappies are designed to be both functional and timeless, with adjustable fits and absorbent materials that keep babies comfortable while being easy for parents to manage. Good design also includes consideration for the baby’s delicate skin, ease of cleaning and durability.”

Edina from hauck believes that the design should be “timeless”, while Ziggle’s Nicole says that how something looks visually can bring style and fun into the mix, too. “For example, while our dribble bibs are hugely practical for absorbing teething drool and therefore keeping babies dry, which one of our hundreds of bib designs a parent decides to use is completely down to their personal choice,” she explains.

Stephanie Revill, owner and founder of Modern Cloth Nappies, comments: “The most common question we receive from parents-to-be is, "what do I really need to get started?" Many new parents feel overwhelmed by the sheer volume of product options (especially in reusable nappies). We often reassure them that while there are many nice-to-have items, focusing on true essentials, like quality nappies is key. For those looking into sustainable options, understanding the benefits and practicality of modern cloth nappies is a frequent topic.

“I would say the definition of an ‘essential’ can evolve over time due to advances in technology, changes in societal norms and the introduction of innovative products. For example, 1020 years ago, cloth nappies were seen as outdated, but now, modern cloth nappies are considered an essential for eco-conscious parents who are looking to reduce their environmental footprint. Similarly, products like baby monitors have become increasingly sophisticated and are now a common essential in many households.”

The final word goes to Ziggle’s Nicole: “Congratulations to everyone who has brought a new baby essential to market; you’ve made countless parenting stresses a lot easier. I for one am very grateful!”

Below: Ziggle’s new Bunnies and Savanna Animals collections have been proving

Right: Modern Cloth Nappies will be expanding its line further in 2025.

popular.

THE SAFE

WAY TO TURN

SnugTurn ™ System with Rotating Base

180̊ TURN

i-Size R129 Infant Car Seat

SnugTurn™

i-Size R129 Rotating ISOFIX Base

R129 360º Rotating ISOFIX Car Seat 360̊ TURN

RAINBOW DESIGNS

Swooping in very soon, is the enchanting Wizarding World collection of nursery toys featuring the characters Harry Potter, Hedwig and Dobby, in plush formats that include My First Soft Toys, Rattles, Comforters and Activity Toys. The new range makes a perfect gift for all fans who want to share their love of the Wizarding World with their new arrivals, and there are further range additions planned for 2025. 01329 227300 www.rainbowdesigns.co.uk

ZIGGLE

Ziggle’s ‘Catch It’ bibs come in five designs extending popular ranges like Bunnies and Savanna Animals. They prevent clothes stains, save time and reduce mess with a wide deep pocket. The comfy, bendable silicone is non-toxic, BPA-free and food-grade. Easy to fasten with side neck buttons, the bibs fit children from three to 36 months with adjustable doublebutton settings. The bib also rolls up compactly for on-the-go convenience. customercare@ziggle.co.uk www.ziggle.co.uk

BABY ESSENTIALS

INFANTINO

The Farmers Market Teether Gift Set includes three durable, BPA-free silicone teethers shaped like peas in a pod, a carrot and corn on the cob. The colorful, veggie-inspired teethers are easy to grasp, chew on and soothe tender gums with their textured surfaces. They help to promote healthy eating habits and help develop muscle tone and fine motor skills essential for feeding. Perfectly sized for little hands, they make an ideal introduction to healthy foods.

Isabelle@infantino.com www.infantino.com

CUDDLECO

Mums can rest easy with the Mother&Baby Organic Cotton Support Pillow and Wedge Set. The Wedge ensures pregnant women stay in a safe, comfortable sleep position. The V-Shape Pillow adds extra support for relaxing and sleeping, and wraps around the body to provide a comfortable spot for breastfeeding. The multi-purpose set supports a growing bump and aids in feeding once the baby arrives, helping mums catch all the ZZZs they need. sales@cuddleco.co.uk www.cuddleco.co.uk

MINIMEIS

Discover the MiniMeis HERO Backpack, the world’s first backpack-to-baby seat solution. The innovative backpack features multiple compartments for organised storage and durable materials. A thermic pocket ideal for keeping food and drinks chilled and the full-opening design that gives you easy access on the move, making it perfect for on-the-go parents. Transform your outings with the versatile, stylish and practical backpack that seamlessly converts into a secure baby seat.

support.uk@besafe.com www.minimeis.com

MAXICOSI

Maxi-Cosi has launched the Toucan 3-in-1 Learning Tower, a new product designed to empower children through exploration and participation. Inspired by Montessori principles, Toucan encourages the child to learn, grow, and discover the world around them. The Toucan 3-in-1 Learning Tower is a versatile piece of furniture that transforms seamlessly between a learning tower, a table and chair set and a stepping stool. The multifunctional design opens a world of possibilities for children.

UK-sales@doreleurope.com www.doreleurope.com

Empowering little changes with award-winning reusable nappies & accessories!

e s c h o o l N e ws n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.

ws n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.

PreschoolNews.net is the online resource for the preschool product and retail sector. From the publishers of Progressive Preschool magazine and the organisers of the Progressive Preschool Awards, this website and e-newsflash portal provides the very latest news, views, and analysis across the preschool product and retail sector.

With an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash lands directly in the inboxes of everyone in this fast-paced industry.

All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.

A modern, easy to navigate website provides a central resource for the trade too, offering news, indepth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.

Pre s c h o o l N e ws n e t is published by preschool sector experts, for preschool trade experts.

PreschoolNews.net is published by preschool sector experts, for preschool trade experts.

EDITORIAL AND CONTENT:

ADVERTISING AND COMMERCIAL:

ADVERTISING AND COMMERCIAL: jop@max-publishing.co.uk robw@max-publishing.co.uk

Jo Pilcher jop@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

EDITORIAL AND CONTENT:

Jacqui Parr jacquip@max-publishing.co.uk

Sam Loveday saml@max-publishing.co.uk

EDITORIAL AND CONTENT

ADVERTISING AND COMMERCIAL joc@max-publishing.co.uk robw@max-publishing.co.uk

Preschoolnews.net is published by preschool sector experts…

Brought to you by the publishers of PreschoolNews.net

Sam Loveday saml@max-publishing.co.uk Katie Roberts-Mason katierm@max-publishing.co.uk

Preschoolnews.net is published by preschool sector experts…

Do it yourself, with the Mepal Mio dinnerware range

For determined toddlers, spirited pre-schoolers and small foodies! An entire collection filled with smart drinking cups, plates and cutlery to make eating and drinking independently, fun and easy. Whether it’s learning to drink from one of the ‘IF’ awarded trainer cups or learning how to eat from the smart designed trainer plate, the Mepal Mio dinnerware range can support your child’s development at any time. All Mepal Mio products are virtually indestructible, specifically designed for children to use and the plates and bowl are suitable for the microwave.

To find out more about Mepal’s product range, contact j.stalder@mepal.com or call 07384 317364

MEDELA

Breastfeeding brand Medela is offering what it believes to be the ideal, hands-free solution for on the go in its latest breast pump –welcoming the intuitively designed Swing Maxi Hands-free double pump. Designed by experts and based on the deep understanding of the science behind breasts and breastfeeding, the iconic lightweight and compact double pump is now better than ever, thanks to the brands unique anatomically designed wearable collection cups - further support the modern mother.

ruth.drewery@medela.com www.medela.com

MEPAL

The Little Farm baby dinnerware set is the latest design collaboration between Mepal Mio and Little Dutch, which teaches your child to eat and drink independently. The set consists of a non-spill cup, a trainer plate and a trainer spoon. The products have been specifically designed for small children’s hands, and are virtually indestructible, lightweight and dishwasher safe. j.stalder@mepal.com www.mepal.com

BABY ESSENTIALS

BRAVADO DESIGNS

Bravado Designs is offering a new Extended Cup sizing option in its most iconic bra. Committed to offering the most inclusive sizing options, the new Extended Cup option supports all the way up to cup size K, offering unrivalled comfort for expectant or new mums – ensuring they feel good about every new curve. The all-new Small Extended Cup to Large Extended Cup now offers best-selling bra, Body Silk Seamless, in band width 30-42 and I-K cup sizing. Clare@apm-agency.com www.apm-agency.com

BUMBLES & BOO

The creator of luxury gift hampers, Bumbles & Boo has introduced four new gift hampers to its range, capitalising on the Bridgerton trend. The Marvellous Mr. Monkey hamper is ideal for grand gift-giving occasions, Bridgerton-themed baby showers, or as a present for any Bridgerton fan. Curated with luxurious items reflecting the timeless elegance of the era, the hamper includes a plush monkey, baby essentials and charming keepsakes, ensuring gift-givers stand out as the epitome of excellence. info@bumblesandboo.com www.bumblesandboo.com

WILBERRY ECO COMFORTERS

The much-anticipated Wilberry Eco Comforters are made from the softest materials tested to the highest possible safety standards, all made from 100% recycled plastic bottles. Suitable from birth with embroidered eyes and traditional comforter style bodies, the Comforters feature some of the mostloved animals and make the ideal gift for babies and toddlers alike. With an array of characters to choose from, including bear, car, lion and dog, to name a few, there is something for everyone.

info@thepuppetcompany.com www.thepuppetcompany.com

INFANTINO

With a soft playmat, a musical piano, a tummy-time bolster, a seat positioner and hanging toys, your little one will never run out of things to do. The take-along musical piano is entertaining, offering seven melodies, 21 fun sounds and even a composer mode. The gym also supports the baby’s developmental skills through play. Encouraging sensory exploration, hand-eye coordination, and cognitive thinking with seven grow-withme play modes. From engaging playtime on their back to interactive sitting sessions with the C-shape seat positioner. Isabelle@infantino.com www.infantino

FORT HOLDING THE

Relatively new to the preschool space, DKB Toys has hit the ground running in its first four years in business, distributing a wide range of toys across a number of sectors, with the aim to reshape and innovate the way in which the UK toy market conducts its business. PPS catches up with managing director, Chris Lohmeyer, to find out more.

Established in 2020, DKB Toys began by distributing Alex bath toys, arts and crafts lines and Crazy Fort preschool ranges. Chris Lohmeyer, managing director, expands: “Both are great lines, promoting mindfulness, creating a safe space and promoting play with STEM skills.”

Since then, the team has evolved the catalogue with the Stor range of products, offering strong preschool lines for school bags and picnic trips, lunchboxes and character

bottles, all officially licensed with popular characters. Chris furthers: “We are looking to grow our space within preschool and all other age categories in the toy and play industry.”

Above: Once built, Crazy Forts create the ideal space for imaginative preschool play.

Right: PAW Patrol is one of the preschool licences offered in Stor’s back to school collection.

Far right: Crazy Forts was one of DKB Toys’ first ranges when it began in 2020.

DKB Toys has a strong team of experienced account managers in James, Grace and Edel, who are all experts in working with retailers and are currently working with Smyths, Lidl, Morrisons and WHSmith. Chris tells us: “We are so excited and happy to be working with these major retailers. The biggest priority for us as a team is care – the care we take when dealing with customers and working together to achieve customer satisfaction.

“We are all about fast delivery, great customer service, innovative brands, the best product at the best price, with the most user-friendly website which is clean, concise and easy to use, with all the information needed to make an informed purchase.”

This laser focus on customer service includes some of the ways the company is shaking up the distribution model in the preschool and toy markets. Chris explains: “We can offer a really low MOQ to our customers and we ship from next day to 48 hours. We have a great range across the lines and loads of great brands across the board, but we can still hit those low MOQs to get great products into customers’ hands as soon as possible.”

Leading the way for DKB Toys in the preschool space is Stor’s licensed back to school offering, consisting of character lunchboxes, insulated lunch bags and bottles. Chris comments: “The products are brilliant. They’re all of premium quality and great value for money with some fantastic character adorning the range. Officially licensed products featuring Stitch, PAW Patrol, Bluey and Pokémon are sure to catch children’s imaginations.”

IN FOCUS: DKB

Another hero preschool line in the portfolio is Crazy Forts. Chris expands: “Crazy Forts may not necessarily be obviously preschool on the face of it, but once a fort is built, it becomes such a unique space for little ones to call their own, a safe space for storytelling and play that promotes imaginative play.

“We always say that Crazy Forts is built using children’s imaginations. Each build can be whatever they want it to be.”

DKB Toys has also partnered with Wow! Stuff, to distribute a number of its lines including Julia Donaldson toys based on The Gruffalo and Zog, which are proving popular.

Looking ahead, there is an exciting new launch on the horizon. Chris concludes: “Coming next year we have a particularly exciting range that we think is going to be massive. We can’t say too much right now, except it sits in the arts and crafts space and is perfect for the preschool demographic. They will absolutely love using it. One of the biggest things for us is innovation and we are excited to show this one off when it arrives. Stay tuned for that one.”

Above: Stor’s preschool offering features key characters including Bluey on a range of bottles, lunch boxes and more.

Left: Stitch is a favourite among the Stor preschool offering. Below: The Stor range includes Pokémon and offers quality products at great value.

SUPPLIERS OF LICENSED FASHION

BRAND NAMES

The preschool sector is not only important to BLE, but also critical to the health of the licensing industry as it covers so many product categories – from apparel and toys, to homeware, giftware, publishing and more,” begins Ella Haynes, event director of Brand Licensing Europe. “Some of the most successful licensed brands in the world are preschool brands – think Peppa Pig, PAW Patrol, Bing, Bluey, CoComelon, Pocoyo, Moomin, Teletubbies, The Snowman, The Wombles and many more.”

For 25 years, BLE has been acting as a showcase for a wide variety of licences – and the preschool category is a fundamental part of the event.

“The opportunity to meet hundreds of preschool brands that are available to licence here in the UK, throughout Europe and globally across a wide range of product categories,” Ella continues, when asked what visitors to the show can look forward to from a preschool point of view. “Once you register for a free ticket, you can access the Event Planner, discover who owns the brands you’re interested in, and start requesting meetings. You can also start planning your agenda – adding in content and networking sessions, too.”

The event is known for its packed conference programme across the three days, and Ella points out a number of sessions which will be interesting for preschool retailers and manufacturers.

“State of the Nation at 11am on Tuesday 24 September takes a deep dive into the latest trends, spotlights the strategies brands, agents and licensees are adopting for 2024 and the collaborations defining the future of licensing,” she explains. “[There is also] Mapping a Sustainable Pathway at 4pm on Wednesday 25 September, with Products of Change interviewing Paramount, Bravado and Difuzed about their sustainability journeys. And don’t forget the character parade, which always features lots of gorgeous characters from a variety of preschool brands.”

The show in general is shaping up to be another strong one – at time of writing there were 238 exhibitors on the books, 40 of which are newcomers to the event.

Ella continues: “For first time exhibitors the advice is make your stand and

Licensed properties and products are a key part of a preschooler’s world – from Bing to The Very Hungry Caterpillar, and everything in between.

With Brand Licensing Europe heading back to London’s ExCeL from 24-26 September, PPS catches up with event director Ella Haynes to find out more on the show and how preschool brands will be represented.

Above: Bluey is among a wide range of preschool brands which will be on the show floor across the three days of BLE this year. Left: Ella Haynes, event director, BLE.

brands as discoverable as possible using the online Event Planner, PR and marketing. Set up your profile asap with as much detail as possible and if you need any support, please reach out to our BLE Customer Service team. This is what retailers and manufacturers will see when they are searching who to request meetings with, so it’s critical you make the most out of profiling yourselves.”

Retailer registrations are also healthy, with ToyChamp, Aldi, Asda, Boots, John Lewis, Lidl, Sainsbury’s, Tesco and Primark among those signed up.

“Last year’s event was about getting back to basics – BLE is about meetings, and it was important to us that the right brands, retailers and manufacturers were on the show floor meeting, discovering, planning, creating, doing business. After all, our promise for BLE attendees is that, when it comes to developing the next consumer products to hit retail in 2025 and beyond, ‘It starts here’,” Ella concludes. “This year, we want to build on that success and bring more retailers and licensees to the show, particularly from mainland Europe, and we are on track to achieve that.”

PROPERTY MAGNETS

PPS is joined by leading executives from the licensing industry – Marianne James, svp global licensing, Hasbro; Anita Majhu, head of licensing softlines, BBC Studios; Julie Kekwick, head of licensing hardlines, BBC Studios; Jade Ferguson, UK licensing manager, Magic Light Pictures; Katie Rollings, chief licensing officer, Acamar Films; Richard Dickson, general manager UK & Ireland, Spin Master; and Mark Teunissen, senior project manager, Mercis – to discuss their key preschool brands, the changing retail landscape, major trends and the growth in importance of online and social media for preschool brands.

WHICH PRESCHOOL BRANDS ARE YOU FOCUSING ON AT THE MOMENT?

Jade: “We are very excited to head to BLE with our flourishing preschool property Pip and Posy, which airs on Milkshake! and Sky Kids, and our perennially-popular titles based on the work of illustrious author/illustrator team Julia Donaldson and Axel Scheffler including Zog, Room and the Broom, Stick Man and, of course, our globally-loved evergreen favourite The Gruffalo, which celebrates its 25th anniversary this year.”

Anita: “It’s difficult to ignore how the world has embraced Bluey since its launch in Australia in 2018. We are a relatively young brand in the UK and EMEA, as TX and licensed merchandise roll-out began in those regions in 2021 and 2022 respectively, but we’re still growing very quickly. We are also bringing to the market other beloved family brands, such as Hey Duggee and Supertato.”

Katie: “Bing has been a top choice in households across Europe for a decade. Bing is a Licensing Awards finalist this year for the Best Preschool Licensed Property (05), and we are proud that it remains one of the most requested children’s series ever on BBC iPlayer, with over 1 billion iPlayer requests. As the producers of Bing, we are truly dedicated to serving the emotional and social developmental needs of young children in all that we do.”

Below: Bluey currently has licensed products in 49 markets. Below right: The Bing licensing programme has welcomed new collaborations with Sambro, Rubies and Brand Alliance among others in 2024.

Marianne: “At Hasbro, we are fortunate to have a rich portfolio of franchises that have cemented their place in the hearts of fans worldwide, including preschool brands Peppa Pig, Baby Alive and Play-Doh, among others. As we celebrate Peppa Pig’s 20th anniversary this year, we are placing a special emphasis on the ‘Queen of Preschool’ and her role as the first best friend of children across the globe.”

Richard: “At Spin Master, when it comes to preschool, we’re all Paws! Our preschool portfolio is all set for a ‘PAWsome’ autumn with an action-packed new PAW Patrol theme, Rescue Wheels as well as the expansion of the PAW Universe with the launch of Rubble & Crew. We’re definitely

Marianne James

Mark Teunissen

Richard Dickson

Katie Rollings

Jade Ferguson

Julie Kekwick

Anita Majhu

Fantastic Licenses

looking to celebrate and where better for a ‘purr-ific’ celebration than Gabby’s new Celebration Dollhouse?”

Mark: “We work with all Dick Bruna Illustrations from his over 124 picture books. The most well-known ones are Miffy & Friends which resonate globally and are supported by an extensive publishing, media and licensing programme.”

HAVE YOU SEEN ANY MAJOR TRENDS EMERGING OVER THE COURSE OF 2024 IN THE PRESCHOOL SPACE? AS A BRAND OWNER, HOW HAVE YOU BEEN ABLE TO REACT TO THOSE?

Jade: “We are committed to environmentally-friendly and sustainable ways of working and have a Green Group which focuses on these initiatives throughout the business. As such we have been very aware of the rise in sustainability awareness, the growth of pre-loved websites, the garment returns system and the rise in use of recycled fabrics which have encouraged us to look closely at each product and garment and the impact of its full cycle. We are proactively looking to develop inclusive and diverse clothing ranges and supporting the growth of adaptable clothing in the retail market.”

initiatives for the third consecutive year, by providing bespoke resources for nurseries. Bing also took part in Place2Be’s Children’s Mental Health week earlier this year with a digital campaign that included parent tips from child therapist, Kate Silverton.”

Marianne: “Sustainability has certainly become a larger focus in the preschool space. Studies show that early learning is a critical period for young children because it really sets the foundation for their lifelong learning and development. Introducing kids to sustainable principles early on will allow them to embed this better-for-society practice into their everyday life.”

As well as a strong performance in Europe and Asia, Miffy is seeing impressive growth in North America.

WHAT DOES THE CHANGING RETAIL LANDSCAPE MEAN FOR PRESCHOOL BRANDS AND HOW THEY CAN NOW BE FOUND BY CONSUMERS?

Julie: “We’ve seen the major trends such as new channels of distribution, embracing retailer global footprints and exclusives, emerge over the course of 2024. Strong play patterns such as role-play and gaming continue to be strong too. The Bluey Ring Ring Phone and 8th Wonder’s BBQ and Kitchen play-sets are among some of the most popular Bluey toy lines. More news on proprietary game formats is coming soon.”

Katie: “Concerns about children’s mental health and social-emotional wellbeing have risen among parents. The significance and importance of play remains a central theme for both children and adults, presenting evolving challenges for toys in supporting child development through play. Acamar Films’ ongoing strategy is to help young children grow through the provision of innovative early childhood developmental toys, appropriate for children growing through the ages and stages from six months to four years. Outside of content, Bing has forged partnerships with the NSPCC in the UK, contributing to Childhood Day

Marianne: “For preschool brands, the retail landscape has gone beyond brick-and-mortar stores with an increase in online shops, combined with strategic marketing and influencer programmes. For instance, with Peppa Pig, we’ve had a strong retail presence supported all year long with multiple marketing collaborations with the likes of ASDA, Tesco, Smyths, Argos, The Entertainer and Character.com.”

Katie: “While online shopping remains vital, there is a growing need for physical retail spaces where brands can create engaging, hands-on experiences that foster deeper connections with parents and children. Being reactive and adaptable is also crucial; the preschool licensing market needs to quickly respond to shifts in consumer behaviour, market trends and feedback to stay relevant. Effective digital and social media communications are essential to driving purchasing decisions, allowing us to reach and engage audiences in meaningful ways, encouraging loyalty and repeat business.”

Anita: “One of our pillars at BBC Studios is ‘value for all’, and, for me, our north star is that our brands should be accessible to all. So, it is important that our brands can be found across the full width of this landscape. As our consumers’ needs and wants change and the landscape evolves, so do we. Agility and relevancy are key for us.”

HOW IMPORTANT IS ONLINE AND SOCIAL MEDIA (SUCH AS YOUTUBE, TIKTOK) NOW FOR PRESCHOOL BRANDS?

Anita: “It’s very important – on Bluey, for example, we have 8.3 billion views globally on YouTube and over 7.75 million subscribers on the official channel. We have a portfolio of 15 language YouTube channels. We also have over 3.9 million followers on TikTok. They are other ways for the brands to make direct contact with parents and families, and we need to be there in the right way.”

Marianne: “More and more, we’re seeing that the online and social media world is primarily where young kids consume content, so I think the digital space is

Below: LEGO DUPLO Peppa Pig sets launched as part of the brand’s 20th anniversary celebrations this year.

key for preschool brands to deliver fun and educational content. For instance, with Peppa Pig, the show is now the number two most streamed preschool series in the world, with 134 billion streams on YouTube.”

HOW HEALTHY DO YOU THINK THE PRESCHOOL LICENSED SECTOR IS IN GENERAL?

Julie: “I don’t think preschool has ever been this dynamic and challenging. It’s great to see a wider range of brands vying for top position; competition is healthy for the sector. But growing it together as an industry and continuing to take learnings forward is key, and nurturing new entrants, is still a key focus.”

Marianne: “I think the preschool licensed sector is the healthiest it’s ever been, with more and more programs that bring purpose and positive impact to our young ones’ lives. We’re seeing more diverse characters, sustainability projects and educational initiatives available around preschool brands, and I think that will continue to flourish.”

Mark: “Despite the declining birth rate, we do believe that a re-emphasis on better quality products and equal focus by parents on a more conscious way of raising their children will keep the preschool sector buoyant.”

WHERE DO YOU SEE FURTHER GROWTH FOR YOUR PRESCHOOL PORTFOLIO COMING FROM?

Katie: “Bing will be expanding into new international markets and strengthening our presence in existing ones. By tailoring our offerings to meet the specific needs and expectations of different cultures, we aim to forge stronger connections with families and

expand our global reach. This strategy will enable us to engage more effectively, ultimately driving greater growth and impact across international markets.”

Richard: “Our collaboration with Paramount on the Paramount+ Dora series presents a hugely exciting growth opportunity for Spin Master. Dora the Explorer has been an iconic and beloved character in preschool entertainment for years and we are confident that our new line of toys will bring fresh, engaging and educational adventures to a new generation of fans.”

Mark: “We have always believed in quality over quantity and you do see more and more conscience parents making more decisions based on durability, quality and being willing to pay for this a bit more. Our existing strong territories and partners perform well and we cherish our relationships with them. Currently the main new developments in our portfolio are coming from North America and Southeast Asia, combined with additional territory growth with new partners in European and South American countries.”

WHAT HAVE BEEN SOME OF YOUR LICENSED/CP HIGHLIGHTS IN 2024?

Mark: “International collaborations with the likes of LeSportsac, Cath Kidston and Starbucks, plus retail activations at HEMA, Galleries Lafayette and Mall of Berlin and the Made for Mums Award in the UK are all worth mentioning. The addition of Miffy products by Clementoni (focused on 0-3s) and the Miffy Museum in Utrecht (focusing on baby, toddler and caretakers) has, after a significant extension and reopening in 2023, seen an unparalleled interest in visitor numbers which we expect to exceed over 300,000 in 2024. Licensing partners such as Jollein are rolling out baby apparel and accessories collections and our continued commitment to the Children Museum Award are just some of the diverse highlights.”

Richard: “The PAW Patrol on the Road activation, in partnership with Paramount and Blue Kangaroo Design has been a highlight. In spring this year, the PAW Patroller rolled up to Longleat Safari Park for a weekend of jungle fun to celebrate the launch of PAW Patrol’s spring/summer theme, Jungle Pups. During the summer, our lifesized Patroller is touring

the country with 10 retail stops and an appearance at Gloworm Festival in Nottinghamshire.”

Marianne: “For Peppa Pig’s 20th anniversary, we’ve unveiled an impressive line-up of licensed consumer products, live experiences and promotions with leading global brands. These include LEGO DUPLO Peppa Pig sets; stamp sets with Royal Mail; refreshed magazines by Story House Egmont; pottery with Emma Bridgewater; a party-themed ride along suitcase from Trunki; and scrumptious treats from Pickles & Bakes and Hummingbird Bakery. Additionally, little ones can celebrate in style with infant and kids’ fashions from MORI, JoJo Maman Bébé and Trotters, among others. In Asia, we’ve debuted charming apparel with Uniqlo Japan and GAP China. We also just announced that we’ll be bringing the world’s largest Peppa Pig outdoor theme park lands to Shanghai in 2027 with Max-Matching Entertainments.”

Jade: “As far as The Gruffalo is concerned, we have experienced great success with an apparel range at Asda, while the character pulled on a Team GB vest for a special Olympics collaboration throughout the summer with a Team GB co-licensed, aisle-end range (also at Asda). With regard to Pip and Posy, we were very excited to launch a range of plush and toy figurines with master toy partner for the UK and Eire, Bandai, earlier this year. This was supported by a major pop-up event at Bandai Namco Cross Store Camden, London.”

Above: The licensing programme for Pip and Posy is continuing to build, with plush arriving from Bandai earlier this year.

Below: The PAW Patrol Rescue Wheels theme has proved popular for Spin Master.

Blade & Rose

The Gruffalo - Outdoor Adventure

Our brand new Gruffalo Outdoor Adventure Collection is the perfect gift for all little ones aged 0-6 Years! The collection includes our signature leggings with matching Top and Socks. As well as adorable Romper, Bib, Dress, Booties and more.

Blade & Rose is Britain's leading children's clothing brand specialising in trademark leggings featuring stylish and quirky designs on the bum, aswell as matching tops, socks and other accessories! Love Forever Free To Explore

Love Forever

The latest addition to our Peter Rabbit Collection! The bright and colourful Woodland design features bright yellow and blue colours with friendly Peter Rabbit on the bottom.

Welcome our new licenced Moomin Collection! designs featuring full matching outfits as well as Rompers and Bibs!

Say hello to our newest licenced collection, Miffy- Busy in the Veg Patch. Perfect for little ones who are fans of the Mifffy books or love an adventure in the garden!

Miffy - Busy In The Veg Patch

Peter Rabbit - Woodland

Peter Rabbit™ - Woodland

Blade & Rose has been enjoying something of a moment recently. For starters, last November saw the company win Best Preschool Apparel Range for its Chip the Red Panda Collection at the Progressive Preschool Awards.

Award winning baby and childrenswear specialist, Blade & Rose has been steadily making a name for itself since being founded by Amanda Peffer during her maternity leave in 2010. With its mix of classic licences and own brand character successes, the company continues to be one to watch, as PPS discovers.

This success has been followed up in 2024 with Blade & Rose being shortlisted for two further awards – The Licensing Awards for its Paddington Out and About Collection, while it was also nominated for the Drapers Kidswear Brand of the Year.

As well as the awards recognition, product development has also continued apace, as Amanda Peffer, founder of Blade & Rose, tells PPS.

“The response to our new AW24 launch has been overwhelmingly positive, and we're thrilled to announce that we're about to introduce three new licensed collaborations,” she enthuses.

“The new autumn/winter range transports us to the farm and land of make-believe with exquisitely designed characters brought to life on our classic leggings and tops with our trademark vibrancy. The two most popular in this launch are Bailey the Cow and the Honey Bee.”

The three new licensed collaborations – plus an expansion on an existing range - will join the flock before the end of the year. The Gruffalo collection is due to launch

in September featuring a number of different products, while a new partnership with Miffy will follow in October. Blade & Rose has also expanded its Peter Rabbit designs to include a collection named Relaxing in the Woodland, which is due to arrive in September.

Amanda continues: “And finally a unique partnership that brings the heartwarming world of Moominvalley to our brand, celebrating the timeless charm and imagination that has enchanted fans of all ages for generations. All of our collaborations and designs revolve around our signature leggings, which are the core and unique selling point of our brand.”

Feedback from customers is key when exploring new styles and designs for the company’s core collection, says

Amanda: “Their opinions significantly impact our decisions on which designs to keep, retire or introduce. Naturally, some of our designs have become classics, such as our Highland Cow and Christmas Pudding.”

Going forward, Amanda is clear on her aims for Blade & Rose, both short and long-term.

“By the end of 2024, we aim to have our new collaborations fully launched, and our SS25 collection will be in the warehouse, ready to debut in February 2025. We’ve got a lot of exciting new launches lined up for SS25 and can’t wait to share them.

“Blade & Rose's long-term plans are to continue to grow in the childrenswear market; there are some plans I cannot tell everyone, but I can reveal that we have exciting plans for 2025 and beyond. These include new licences, fresh designs, trade display stands, innovative gifting concepts, plus a new product line for children up to 5-6 years old.”

Above: Amanda Peffer, founder of Blade & Rose.

Right: The Paddington Out and About collection was nominated in The Licensing Awards 2024.

Below: Bailey the Cow and Honey Bee are the two most popular designs in the company’s autumn/winter range.

RAINBOW DESIGNS

Rainbow Designs’ bestselling The Adventures of Paddington preschool toy range is perfect for inspiring little imaginations. The range includes the award-winning Adventures of Paddington Tea Set, Dress Me Paddington and Talking Paddington soft toy, as well as the fun-packed Bus, Bessie the Campervan and Bike and Side Car Play Sets. Mini Play-sets joining the range this autumn include Paddington’s Kitchen Adventures and Letters to Aunt Lucy. 01329 227300 www.rainbowdesigns.co.uk

JUST PLAY

LICENSING

SIMBA SMOBY

Simba Smoby UK is the official UK licensee of Disney plush and offers a cute selection of characters to cuddle up to. New additions to the Disney plush range include the nostalgic 30th anniversary line for The Lion King. 2024 marks 30 years since the film’s debut, and with a new adventure coming this December - Mufasa: The Lion King – the four new 25cm Lion King characters are sure to be popular. Simba, Mufasa, Timon and Pumba are all available.

sales@simbasmoby.com www.simbasmoby.com

PAT AVENUE

The big news for Pat Avenue is its exclusive distribution agreement with Troy Companies for the younger-childfriendly licensed games portfolio. The collection includes some of the highest grossing franchises including Disney Stitch, Disney Princess and Disney Junior Marvel Spidey and his Amazing Friends, as well as PAW Patrol. The range comprises a variety of fun games and formats, including Dominos, Learn the Colours and 2-in 1 Ludo & Chase Board Game among others.

enquiries@patavenue.co.uk www.patavenue.co.uk

Just Play’s Disney Junior Ariel toy range is inspired by the animated series and captures the enchanting underwater world and the show’s Caribbean flare. The Splash and Glow Doll is a must-have, with a mesmerising rainbow water skirt feature that illuminates and dances to Ariel’s signature song. The Bubbles Fun Doll is another creative line that creates a cascade of bubbles, while the Pop Tails Doll & Case is ideal for imaginative play, with its customisation options. uksales@justplayproducts.com www.justplayproducts.com

MEPAL

This insulated bottle will keep your child’s drink refreshingly cool all day long. The 350ml bottle has a practical flip-up lid which is attached to a straw inside the bottle, making it easy for even the smallest children to use - just flip up the spout to drink. It’s guaranteed leakproof, so the bottle can be stored safely in a school bag. It also has a handy loop to make it easy to carry. The bottle is completely BPA-free and easy to clean.

export@mepal.com www.mepal.com

THE PUPPET COMPANY

The My First Elmer Puppet, featuring Elmer’s iconic rainbow patchwork and big ears, sparks imaginative play for kids. The glove-style puppet is easy for adults to use during playtime or bedtime stories and simple for little ones to enjoy. A matching Elmer Finger Puppet, perfect for tiny hands, adds even more fun. Portable and versatile, the puppets bring Elmer’s magic wherever families go, making them perfect companions for any adventure.

info@thepuppetcompany.com www.thepuppetcompany.com

DKB TOYS

LICENSING

SPIN MASTER

Preschoolers can get ready for thrilling high-speed rescue missions with the new PAW Patrol Rescue Wheels range, featuring Chase’s Deluxe Power Haulin’ Rescue Cruiser, Themed Vehicles and PAW Patrol’s First Loop-the-loop tower. New for AW24, Rubble & Crew toys are perfect for the budding builders in your life. With toys great for imaginary play from vehicles to the Bark Yard Crane Tower, it’s time to get bow-wow building. Preschoolers can also explore the world of Gabby’s Dollhouse with the new Celebration Doll House a 60cm tall rainbowthemed masterpiece. Unleash creativity with a Gabby Girl toy figure, dollhouse furniture and accessories, and a Cat-A-Vator to access six rooms and a rooftop play area. www.spinmaster.com

TRENDS

Two new Alphablocks learning games have joined the Trends range of educational products based on the hit TV show and learning content helping millions of children learn to read. Alphablocks Word Builder and Matchums are card games which develop letter recognition, encourage matching letters and pictures and early word building. Both are recommended by the Good Play Guide and feature the popular Alphablocks characters with four ways to play.

salesadmin@trendsuk.co.uk www.trendsuk.co.uk/

Stor’s back to school range of officially licensed character lunchboxes, insulated lunch bags and bottles are popular products, all of premium quality and great value for money with some fantastic characters adorning the range. Officially licensed products featuring Stitch, PAW Patrol, Bluey and Pokémon are sure to catch children’s imaginations. info@dkbtoys.com www.dkbtoys.com/

BLADE & ROSE

Blade & Rose, the British brand instantly recognisable for its unique signature leggings featuring characters on the bottom, has unveiled a new collaboration with the classic children’s brand The Gruffalo, licensed by Magic Light Pictures. The eagerly awaited Gruffalo collection is scheduled to launch in September 2024 wholesale@bladeandrose.co.uk www.bladeandrose.co.uk

LICENSING

SILVERCROSS X F&F

Silver Cross has secured an exclusive partnership for its new licensed range of baby clothing with UK supermarket, Tesco. The Silver Cross nature+nurture collection offers easy free flowing dresses for maximum comfort, short sets, sumptuously soft rompers and bib shorts in cool linens and super soft jerseys. Watercolour jungle prints, wave prints and soft stripes are complemented with solid pieces in soft pastels with cute coordinating comforters to cuddle. Each piece has been thoughtfully designed for easy access for quick changes and practicality. www.tesco.com

DR SEUSS

Dr. Seuss Enterprises is launching a new brand featuring baby versions of classic characters, including a merchandising programme with partners like Playtex Baby and Hello Bello. An interactive board book series will pair rhyming text with bright illustrations to inspire a love of reading. The brand has debuted a new show, Learn to Read, on YouTube, aimed at developing phonics skills. The first board book, Happy First Birthday, will be released on 7 January 2025. www.seussville.com/

TOYTOPIC

ToyTopic has expanded its plush ranges with new formats and licences. Now available in various sizes from 8cm to 100cm, these super soft, detailed plush toys are perfect for cuddling and playing. The collection includes plush keychains, snap bracelets, backpacks and 2D cushions, catering to all budgets, with prices from £2.99 to £39.99. New licences including Sonic the Hedgehog, Minecraft and Swizzels join existing favourites such as Hello Kitty, PAW Patrol and Peppa Pig. sales@toytopicgroup.com www.toytopic.com

NUNA X BMW

LICENSING

CALM X PAW PATROL

The collaboration between PAW Patrol and Calm aims to aid a relaxing and ‘calm’ bedtime routine for little ones with an exclusive collection of PAW Patrol Sleep Stories on the Calm app. Available at Tesco from September, the collection, designed in muted shades, includes weighted blankets, pillows and journals - all aiding sleep for little ones, particularly around back to school time when anxiety can be high.

www.tesco.com

MORI X PEPPA PIG

MORI is celebrating Peppa’s anniversary with a new daywear and swimwear collection, expanding its bestselling Peppa Pig sleepwear line. The daywear, for children from birth to six years, features Peppathemed designs on eco-friendly fabrics. New pieces include a Frilled Sweatshirt, Dungarees and a Ribbed Top with Peppa Motif. The swimwear is made from UPF50+ recycled fabrics, offering sun protection. The collection also includes a Sunsafe Swim Hat and a Frilled Swimsuit with poppers for easy changes.

www.babymori.com/

Nuna, a world-renowned authority in premium baby gear innovation, has revealed an exclusive design collaboration with BMW. The partnership brings together two brands known for their meticulous attention to detail and commitment to providing exceptional lifestyle solutions. Nuna and BMW are celebrated for their unwavering dedication to industry expertise, resulting in a collection that represents a new chapter in sophistication and precision. Tailored to families seeking the highest quality and design for their everyday adventures, the Nuna x BMW collection will be available from the end of 2024. info.uk@nunababy.eu www.nunababy.eu/uk/

ROMA PRAMS X RHS

The RHS has revealed a new partnership with nursery product specialist Roma, which will see the launch of a wide range of products, from strollers and travel systems to children’s toys and ride-on boards. The Roma x RHS collection is inspired by nature, encouraging families to go outdoors and enjoy the world around them. Roma will develop a collection of baby products and toys using the RHS logo on both the products and packaging, as well as RHS-supplied designs for the colour fabric elements of the products.

www.romaprams.co.uk

DRESSED FOR SUCCESS

With new licences on board, an industry-leading creative team in place and a can-do cultural mindset, Brand Alliance is pursuing fresh opportunities across toddlerwear and kidswear. Commercial and licensing director Rob Broadhurst gives PPS the lowdown.

Well on its way to its fifth consecutive year of growth, licensed and private label fashion specialist Brand Alliance is clearly doing something right. But according to the company’s commercial and licensing director Rob Broadhurst, the best is still to come.

“One of the things that attracted me to Brand Alliance was its ambition,” he says. “I could see how much they’d done already, and I could also see how many untapped areas there still were. And I thought, if you’ve reached this level already, just imagine what we could do next!”

Over recent months the company has undergone structural change, with Rob joining from Aykroyds to strengthen the senior team and work alongside joint ceos Kirk Hannaford and Simon Hills. The company has also pivoted in terms of its output in the last few years, with licensed

product overtaking non-licensed by a significant margin.

“The split is now about 75/25 in licensed’s favour,” Rob explains. “However, we are still a fashion business at heart, and that gives us advantages in the market. We have 30 or so incredible designers, with their finger on the pulse of trends, and our teams that work purely on fashion and those working purely on licensing feed into each other and are constantly exchanging ideas.”

“Creativity, creativity, creativity,” is Brand Alliance’s USP, Rob asserts.

“It’s not just in the designs we produce, it’s in the way we present, how we take things to market, the use of technologies such as AI … I truly believe we can set the standard in the industry for design.”

The company’s creative is certainly award winning. At this year’s B&LLAs, Brand Alliance won Best Brand Licensed Adult Apparel for its 2023 Coca-Cola Motorsports range for Primark. It has also been shortlisted for the first time for a prestigious Licensing Award, for this spring’s smash-hit Primark Hello Kitty collection, which featured adorable babygrows, bodysuits and bibs, as well as dresses and pyjamas for kids aged 0–3, alongside adult apparel.

“We have a wonderful relationship with Primark, we love working with them,” Rob says. “We were privileged

Inset: The Primark Hello Kitty collection featured adorable babygrows, bodysuits and bibs, as well as dresses and pyjamas for kids aged 0–3, alongside adult apparel.

Above: Rob Broadhurst, commercial and licensing director.

Right: Brand Alliance also worked with Primark on a campaign for The Grinch for Christmas 2023.

to be a huge part of their recent Hello Kitty activation, and we’ve also worked with them on other campaigns, including one for The Grinch for Christmas 2023.”

Delivering “wow” moments in-store is another of Brand Alliance’s strengths, Rob believes. “There is obviously 365 business working directly with the different departments, but what really gets our retail and licence partners excited is when we present entire collections and activations. We are able to deliver a holistic creative vision, including in-store concepts, marketing ideas and cross-category integrations; we act almost as a creative agency in that respect. This is a service we want to roll out to more of our retailers, both here in the UK and in Europe.

“Not every in-store activation can be a platinum-level one, but we can show retailers how we can give a brand the same sort of treatment but on a smaller scale, developing elevated capsule collections that really stand out. We love to make things ‘pop’ in store.”

With a view to furthering its growth in the childrenswear space, over recent months Brand Alliance has significantly bolstered its licensing portfolio, adding new kids’ properties including Pip and Posy, Bing and Pinkfong’s Bebefinn to its impressive roster of entertainment, lifestyle, collegiate, automotive and F&B brands.

“We’ve also recently signed portfolio deals with strategic partners – Netflix has Stranger Things, of course, and we have a whole host of activations planned across adult and kids for this in 2025. Warner Bros. has an absolutely incredible roster of classic animation brands, plus iconic superheroes like DC favourites Batman and Superman, which have blockbuster movies coming up. We’ve also partnered with Mattel and already have Hot Wheels and Fireman Sam product ranges in the works,” says Rob. “Then, of course, we have a whole host of automotive brands such as VW, Jeep, Dodge and NASCAR, plus sports brands like the Globetrotters, which work brilliantly for kidswear. All in all, it’s a very energising time seeing what our team can do in this kids’ space.”

Kitty – and not just thanks to the Primark partnership.

“Hello Kitty is an out and out classic brand; it's turning 50 years old and having a huge year,” explains Rob. “We've supplied Hello Kitty into approaching 20 different retailers, over multiple departments, product types and age demos. It’s proven to have truly universal appeal – and there is a whole world of other characters to explore from Sanrio with Hello Kitty and Friends, so we are not done yet.”

Looking ahead at which IP might be due their moment in the spotlight, Rob says: “Universal is bringing Shrek back – which we’re really excited about – and there’s a live-action Monopoly movie in the works from Hasbro. We’re expecting loads of activity to take place around that, and we can be really innovative with the product ranges. Warner Bros. has upcoming DC movies, but in the slightly longer term there is the planned return of Harry Potter – and as a huge fan, I can’t wait to see how our creatives engage with this iconic property. Netflix is also building an entire Roald Dahl universe, across animation, live action and experiential, which is a potent cocktail when mixed with a heritage literary brand such as the Dahl library. However, we can strategise all we like but we also have to be ready to jump on opportunities as and

Brand Alliance’s best-performing licence for 2024 has been Hello

when they arise. Who knew, for example, that Lilo & Stitch would suddenly become the ‘it’ IP? Things like TikTok have changed the game in terms of how quickly trends come and go. As a licensee we’re not in control of these brands and how they land with the consumer, so it’s much more important for us to be agile and reactive to new trends.”

Changing consumer tastes aside, Brand Alliance is in a strong position for anything the future might bring. “We’ve got the positioning, which is our retail relationships; we’ve got the toolkit – which is our expansive suite of brands – and we’ve got our secret sauce, which is our creative execution. Now all those things are in place, we can make anything happen,” says Rob. “We all have the same end goal in our sights. We still debate exactly how we should get to that point, but we’re all facing the same direction, and when one of us has an idea, the rest of us say, ‘Why not?’. That sort of cultural mindset allows creativity to flourish.”

For any retailers or licensors which want to find out more about what it does, Brand Alliance will be exhibiting at Brand Licensing Europe 2024 from 24–26 September at London ExCel, stand B145. “Please do get in touch with me or the team to arrange an appointment,” concludes Rob, “or just call by and say hello!”

Left and below: Brand Alliance has significantly bolstered its licensing portfolio, adding new kids’ properties including Pip and Posy and Pinkfong’s Bebefinn to its impressive roster of entertainment, lifestyle, collegiate, automotive and F&B brands.

MAKING A SPLASH

The bathtime category is a blend of practical, easy to use solutions for parents and fun, yet educational toys for babies and toddlers. PPS catches up with some suppliers in the sector to find out more and what’s coming up for the remainder of the year.

Agood baby bathtime product fosters infinite imagination,” begins

Scott GarnerbundyHiggs, UK sales director at Trixie. “It should inspire creativity while being safe and enjoyable for both babies and parents.”

Trixie has been enjoying success with its silicone bath toys range this year, which Scott believes has captured the interest of both parents and babies thanks to the durability and easy maintenance. This success has been further underlined with an animal towel range, providing functionality and fun, says Scott, and

also reinforcing Trixie’s commitment to engaging and practical products.

“Design is crucial for us,” Scott

Above: Angelcare has been enjoying success with its Soft Touch Baby Bath Supports. Left: TOMY’s Toomies Bluey Bath Range is nominated in The Licensing Awards 2024.

continues. “Our in-house design team creates unique, smart designs that blend functionality with creativity. This ensures that our products are not only visually appealing but also match perfectly the development needs in different age groups.”

Angelcare Group has also been enjoying a “great year” so far in 2024, as senior UK marketing manager, Eleanor Naden, tells PPS. “2024 has been a great year so far for our Soft Touch Baby Bath Supports, with

keeeper.com discover our bath toys

From

These are the big heroes of our little heroes. They accompany kids as they grow up and help them to become more and more independent with great characters on even greater products, from the bathtub to the toilet seat to the step stool.

And to keep things organised, the numerous storage options are just waiting to be filled with life and love.

©Disney

lilo to stitch and from peppa to paw patrol!

strong sales across the retail landscape; our retail partners have expressed their delight of the continued popularity of our Bath Supports,” she comments.

Like Trixie’s Scott, Eleanor also believes that design is key. She continues: “Simple, safe and secure design are the core features of all Angelcare products, and when it comes to the bathtime category the Soft Touch Baby Bath Support ticks all those boxes. Parents can easily bath and play with their child while baby is securely lying in the support; not only does the design allow parents to have both hands free, but the soft touch material also warms to baby’s skin and water temperature. The perfect bath time solution from the very first baby bath up until they are six months old.”

The use of licensed characters within the bathtime category also pays dividends. TOMY has been nominated in The Licensing Awards 2024 for its Toomies Bluey Bath Range, with the collection having launched with the popular Sing and Swim format at the end of last year.

Another company enjoying success with licences is keeeper. The bathtime product design should be “emotional” and appeal to both children and parents, says marketing specialist, Melanie Kemper. The company has launched a Mickey and Minnie bath range in the UK this year, and will be following this up with new Stitch products. On top of this, it also works with evergreen licences such as Peppa Pig and Winnie the Pooh.

“A good bath time product should meet the needs of children and needs to be safe,” Melanie comments. “keeeper kids’ products accompany children as they grow up and help them to become more and more independent with great motifs on

Retail wins

“We always think bundles work particularly well for retailers,” says Angelcare Group’s Eleanor, when asked how retailers can really make the most of bathtime products in-store to encourage further sales. “Angelcare provides the full bedtime routine, from changing a dirty nappy with our Classic XL Nappy Bin then using our Baby Bath Support and Thermometer and then when it comes to bedtime the AC25-1 offers the added reassurance while baby sleeps. It showcases the range of products to consumers especially for a key time of the day such as the bed time is a great way to upsell further.”

Trixie’s Scott agrees that building up ranges within the bathtime category is a good tactic for retailers. “A great way to increase sales is to pair our new bathtime toys, with our bestselling animal towels, ponchos and wash clothes, to build a range within the bathtime category,” he says. “POS helps a parent learn about the brand and the product and various other publications. Our play guide helps the customer through all of our toys, which are available to our customers.”

Above and right: keeeper has licences including Peppa Pig and Mickey and Minnie in its bathtime product portfolio.

Below: Trixie’s range of silicone bath toys has been a “standout success” says the company’s Scott Garnerbundy-Higgs.

even greater products, from the bathtub to the toilet seat to the step stool.

“Safety is also a prerequisite for products designed for children. keeeper kids’ products have a safety concept with anti-slip function which ensures that the children are always sitting or

that safety is the number one priority – something which runs through all of the products that the company designs.

“In the bath category, Ubbi was the first brand to introduce silicone toys that open up to prevent mould,” Nadine comments. “All of our toys can open so they can air-dry, and they can also be placed in the dishwasher. It’s an easy solution, but no one had thought of this before Ubbi. A good baby bathtime product is one that’s

BABY BATHTIME

INFANTINO

The otter bath thermometer is as cute as it is practical for both baby and parents. It lights up in different colours depending on the temperature of the water - red if it’s too hot, blue if it’s too cold and green if it’s just right, helping to put parents’ minds at ease before placing the baby in the tub. The little otter will serve as a toy for baby to play with while being washed.

Isabelle@infantino.com www,infantino.com

TRIXIE

KEEEPER

Keeeper prides itself on being the foremost provider of children’s products in Europe. Dive into a world of characters showcased on products designed for every corner of a child’s world, from the bathtub to the toilet seat to the step stool. The range of storage options is designed to not only keep things organised, but also to add an extra touch of life and love to any space. Available with a wide array of licences, featuring characters such as Winnie, Minnie, Mickey, Peppa Pig and PAW Patrol.

ZIGGLE

Scrub-a-dub-dub in comfort and style with Ziggle’s set of four muslin washcloths in Bunnies, Savanna Animals and Highland Cow designs. Each 25 x 25cm washcloth has four layers of 100% cotton muslin, providing softness for delicate skin and durability for everyday use. They are handy for cleaning and stay soft after multiple washes. The washcloths also serve as burp cloths, helping reduce disposable wipe usage. Presented in a special Ziggle box, they make an ideal gift for new and expecting parents. customercare@ziggle.co.uk

Make a splash with the new silicone bath toys from Trixie, designed to create moments full of fun. From a sailboat, to submarine and spraying animals, the interactive bath toys are also easy to clean.

Scott@trixie-baby.com www.trixie-baby.com

H&A

H&A’s Bluey Dress Up Hair Set has Bluey ear clips so little ones can get creative and dress up like their favourite blue Heeler. You can personalise the brush by using the fun stickers, which encourage creativity, learning and ownership. All packaging is FSC-certified and fully plastic-free packaging, while all products are hypoallergenic and dermatologically tested. The Dress Up Hair Set will be available in Boots nationwide for £8 from September.

info@handa-uk.com www.handa-uk.com

INSET: Nearly 1,000 companies from 45 countries will be presenting their products at this year’s Kind + Jugend.

Kind + Jugend will be back in Cologne from 3-5 September 2024, bringing together the baby and toddler industry. With nearly 1,000 companies from 45 countries, a larger exhibition space and new concepts, the team behind the show is confident of delivering an enhanced trade fair experience. PPS finds out more.

BIG IN COLOGNE

Established brands, aspiring newcomers and hidden champions from around the world will present their latest and bestselling products for babies, toddlers and parents to the international retail trade across seven segments at Kind + Jugend in September.

In addition, the fair is involved in social projects.

To mark Koelnmesse’s 100th anniversary, 100 products will be donated in partnership with Diakonie Michaelshoven for its fair store. The initiative will allow exhibitors to donate their products to charity at the end of the last day.

A diverse collection of exhibitors will showcase everything from clothing and toys to furniture and travel systems.

“With just a few weeks to go before the fair, all signs are pointing towards a successful event,” says Jörg Schmale, director of Kind + Jugend. “We are very pleased with the current roster of exhibitors and excited to welcome back top brands like Artsana/Chicco, Cybes, Done by Deer, Jané, Luvion and Puky. Their return underscores Kind + Jugend’s position as the industry’s premier business and networking platform. No other event offers such a comprehensive snapshot of the latest trends and innovations – all under one roof at the same time.”

For the first time, the fair will be held during the week – from Tuesday to Thursday – with the change made to accommodate the needs of the retail trade, says Jörg: “I am eager to see how the new schedule will be received. We’re excited about the inspiring connections and energy that this fair will bring back to the industry.”

Making a return to the show will be the Innovation Award – this year, there were 116 entries from 22 countries, with an international panel of independent experts choosing the finalists and announcing the winners at a special ceremony held on the first day of the show in the Trend Forum. The additional Midwives’ Choice award will also be presented again in partnership with hebammen-testen.de.

And speaking of the Trend Forum, this will provide a platform for knowledge exchange on current issues and challenges facing both industry and the retail trade. Speakers will talk about critical trends and developments in the business, alongside panel discussions on key topics such as sustainability, social media and marketing strategies.

Among the highlights of the three-day trade fair are one-on-one consultations with TrendBible experts, talks by Karin Wahl on window display and product presentation, and special sessions by hebammen-testen.de.

New dedicated areas have also been designed to spark fresh inspiration for retailers. These will include the Novelties Trail, which will showcase products launched within the past year not seen at the last Kind + Jugend, providing a compact overview of just some of the promising newcomers in the industry. There will also be a new networking area, providing more space and opportunities for conducting business.

On top of all this, the Young Innovators area will present a number of German companies which have entered the market within the past 10 years. The start-up area showcases young companies from around the world with great potential that are still in the early stages of development. Both of the dedicated exhibition areas were fully booked months ahead of the trade fair.

For more details on the show, head to www.kindundjugend.com.

Above: The Innovation Award finalists and winners will again be showcased within a dedicated area during the show.

KIND + JUGEND 2024

MY CARRY POTTY

The company behind My Carry Potty has launched a new range of children’s swimwear. The 3D dressup, sun-safe suits feature familiar fun character designs to match its potty-training range. The UPF50+ fabric sunsuits include an extra high neckline for added protection from harmful UV rays. The bright colours have been specially chosen to stand out in the water, keeping children visible and safe in the pool or on the beach. The swimwear is available in sizes 18-24 months, 2-3 years, and 3-4 years.

rebecca@mycarrypotty.co.uk.

www.mycarrypotty.com

Hall 11.2 Stand B020

ICANDY

BIBADO

Popular weaning brand, Bibado has unveiled the latest design update to the its flagship Coverall Weaning Bibs. The new collection presents six unique prints and a range of fabric and feature upgrades. Nature looms large in a palette of muted pastels and earthy naturals. From boho rainbows and geometric dinosaurs to botanical bunnies and safari-inspired suppers, there’s a print to fuel every mealtime adventure. There’s also an exclusive Peppa Pig Collection as part of a multi-territory licence agreement with Hasbro.

kirk@bibado.co.uk

www.bibado.co.uk

Hall 11.2 Stand G036

DR ALBANI

BabyUp, patented internationally, is a finalist for the K+J Innovation Award, and is the only product on the market that mimics a shoulder position, aiding digestion, reducing colic, reflux and regurgitation. It benefits babies with breathing issues, preemies and promotes head control. BabyUp rocks naturally, plays white noise and can transform into a high chair, extending its use up to two years.

info@dralbani.org www.albanibaby.com

Hall 10.1 Stand F-058a

Visitors to the iCandy stand can expect an impressive, eye-catching display of the latest products and innovations. This includes the highly anticipated entry into the compact fold market, stylish and functional travel systems, and the iconic singleto-double pushchairs that iCandy is renowned for. Attendees will also have the opportunity to meet the dedicated iCandy team, who are eager to showcase these exciting offerings and assist with any questions or enquiries, ensuring an informative experience for guests.

cathn@icandyuk.com

https://www.icandyworld.com/

Hall 10.2, Stand D050

KYTE BABY

The Kyte Baby sleep bag is a wearable blanket that gives parents peace of mind and babies the comfortable warmth to help them fall asleep faster and stay asleep longer. Crafted from ultra-soft, ultra-breathable bamboo fabric that’s soothing on sensitive skin and thermoregulating, the bestselling sleep bag is designed to help little ones sleep safely and soundly.

jwojtowska@kytebaby.com

www.kytebaby.co.uk

Hall 10.1 Stand I008

DATE: TUESDAY 12 NOVEMBER 2024

LOCATION: ROYAL LANCASTER, LONDON

JOIN US FOR THE PROGRESSIVE PRESCHOOL AWARDS 2024

The Progressive Preschool (PPS) Awards is the premier event for the preschool product and retail sector, bringing together over 400 industry professionals to celebrate outstanding achievements. This hugely popular ceremony is the perfect opportunity to network, honour excellence, and reflect on the past year’s successes.

WHY ATTEND?

The nomination and voting process is conducted via external voting as well as in-person judging panels, leveraging the expertise of the industry’s own professionals to ensure the highest levels of integrity - as well documented.

FINALISTS ANNOUNCEMENTS

BOOK YOUR TICKETS

Secure your place at the PPS Awards 2024 today!

To book tickets or tables, contact Clare Hollick at Createvents - clare@createvents.co.uk or reserve your tickets online via the Max Publishing digital Box Office - scan the QR code below.

Stay tuned - finalists for each category will be revealed soon on Preschoolnews.net. Make sure to keep an eye out for the announcements!

Questions?

Talk to the team:

Rob Willis - robw@max-publishing.co.uk

Samantha Loveday - saml@max-publishing.co.uk

Jo Cassidy - joc@max-publishing.co.uk

KIND + JUGEND 2024

ALL4ELLA

All4Ella, a brand renowned for its commitment to quality and innovation in baby essentials, will hold the European debut of its new Recycled Bib Range at Kind + Jugend. The range is designed with sustainability in mind, offering parents eco-friendly options that don’t compromise on style or functionality. Each bib in the Recycled Bib Range is made from high-quality recycled materials, ensuring they are both durable and gentle on the environment carla@all4ella.com.au www.all4ella.com.au

Hall 11.2 Stand C13

HAUCK

JOLLEIN

The new range builds on the company’s bestsellers and introduces new products that it promises are not to be missed. This season, discover fresh prints like the horse designs from Nostalgic Ride, the adventurous Jungle Jambo, plus the adorable Riverside. The collection features on-trend colours like Sea Green and Moonstone, perfectly balanced with natural tones like biscuit and nougat, all carefully designed to mix and match seamlessly, ensuring a warm and trendy look for little ones.

marketing@jollein.com www.jollein

Hall 10.1 Stand B20/C21

BABY ON THE MOVE

Baby on the Move is an innovative and sustainable Belgian brand which develops compact and practical solutions for family life on the go. It was founded for parents by parents. Its goal is to encourage active parents to experience big and small adventures with the whole family, whether it’s a visit to the grandparents, a trip to the park, a train ride, or a faraway vacation. The products are sustainable, high quality, practical and comfortable, combined with a playful and modern look.

sarah@babyonthemove.com www.babyonthemove.com

Hall 11.2 Stand B28

The hauck Dream N Play Plus is a versatile travel cot and playpen offering security and comfort for children up to 15 kg. It’s easy to assemble, fold and transport. With a large access hatch, breathable mesh inserts and optional accessories like Travel Bed Cover Plants, it transforms into a play tent. Perfect for travel or at home – it provides a cozy, fun space for children day and night.

info@hauck.com www.hauck.com/en

Hall 10.2 Stand A024 & B029

LOVE TO DREAM

Introducing Love To Dreams SWADDLE UP: a trusted solution for enhancing your baby’s sleep. Loved by millions globally, the award-winning swaddle allows babies to self-soothe in a natural arms-up position, mimicking the womb’s coziness. Its patented design can nearly double sleep time, with 97% of parents reporting improved sleep for their baby. Crafted with premium materials, SWADDLE UP promotes comfort, safety, and a restful sleep foundation for healthy development. cecile@lovetodream.com www.lovetodream.com.au

Hall 10.1 Stand F040

CLICK EUROPE

The newly released Boppi Unicorn Round 150-piece Jigsaw Puzzle has become the ninth addition to Click Europe’s collection of round puzzles. Enter the whimsical fairy tale realm filled with enchanting unicorns and delightful woodland creatures. As kids assemble the puzzle, they’ll have a fantastic time discovering all the magical characters and animals. All are made from 100% recycled card and offer a great gift for children aged four years and up. hello@clickeurope.com www.clickeurope.com

LITTLE TIKES

THE PUPPET COMPANY

The fun, knitted Sockette puppets with a squeaker in the tongue are sure to get the conversation started around the Christmas dinner table. Designed to be both eye-catching and highly functional, the easy-to-use creations work well alone and look even more striking when used with some of their other Sockette friends. With larger-than-life characters, they are full of mischief with friendly faces and big mouths. What’s more, they are now made from recycled materials and embroidered eyes, with no plastic in sight.

info@thepuppetcompany.com www.thepuppetcompany.com

CONNETIX

CONNETIX has launched its Road Range, driving creativity and inspiring new directions in magnetic tile construction play. The new range features two packs, a CONNETIX 48-piece Roads Creative Pack and a CONNETIX 16-piece Roads, Ramps & Intersections Pack. The range debuts a versatile, sleek black tile and a selection of shapes designed for roads including quarter circles, arches, intersections and ramps, offering children limitless vertical and 3D build and exploration possibilities. wholesale@connetixtiles.com www.connetixtiles.com

Little Tikes has introduced the Story Dream Machine, a portable projector for early reading and sleep routines. The device-free tool offers quiet-time entertainment by bringing stories to life with visuals and sound effects. Available at Smyths, the Starter Pack includes the projector and the Fairytale Stories Collection, featuring classics like The Princess and the Pea. Aimed at ages 3-6, it enhances learning and development. Additional collections include The Very Hungry Caterpillar, Sesame Street’s Elmo and The Berenstain Bears. Uklittle.tikes@mgae.com www.littletikes.co.uk

JURATOYS

Janod is looking to inspire curious minds and encourage storytelling through play with its latest launchMagneti’stories. Sparking imagination in every illustrated folding book, little ones will enjoy endless fun as they move the magnets around the board to create their own tales. Following the success of its bestselling Magneti’book range, an enchanting world awaits with the more compact Magneti’stories. Available in a range of themes including Farm, Dinosaurs, Construction Site and Unicorns. sales@juratoys.co.uk www.janod.com

Sweet moments of companionship

COSATTO

Introducing the NEW Woosh 4 stroller from Cosatto. Packed with innovation, eye-catching designs and smart features, Woosh 4 is the ultimate travel companion for parents on the go. Its ultra-light construction, effortless foldability and compact frame make travelling smoother than ever. The stroller has undergone an eco-friendly upgrade, ensuring style and a positive impact on the planet. Buckle up for an unforgettable adventure with Woosh 4 by your side.

cuddle@cosatto.com www.cosatto.com/

NURSERY

UPPABABY

Introducing the UPPAbaby Vista V3, the latest pushchair designed for safety, comfort and convenience. Starting as a single pushchair, it easily transforms to accommodate up to three children, offering unmatched versatility for growing families. The Vista V3 provides a premium ride through every season, making it the ultimate companion for parents on the go. Available starting from 2 September at retailers nationwide, the Vista V3 aims to redefine the strolling experience with style and ease.

info@dcukltd.com www.uppababy.co.uk/

GRACO

The Energi i-Size R129 is Graco’s newest addition to its awardwinning car seat range. It provides a comprehensive level of safety thanks to its dual safety certification (i-Size and R129) in line with the latest EU regulations. Energi i-Size R129 features Safety Surround, side impact protection and the one-click ISOFIX installation when in harness booster mode to correctly secure the seat. Safety is expertly combined with comfort with a plush memory foam seat pad, padded armrests and built-in ventilation.

uksales@allisonbaby.co.uk www.allisonbaby.co.uk

Ride in luxury and install with ease, whether on the go with the built-in ISOFIX points, or paired with the i-Base Encore to add a 90 degree spin - this seat is ready any time, anywhere. Sprint meets the highest ECE R129/03 safety standard with mandatory side impact testing. The TriProtect headrest offers security with three layers of protection inside the wings, including patented Intelli-Fit memory foam. The three-point harness, with its shoulder and lower buckle covers, easily tightens with one pull motion, to keep little one safe and snug. uksales@joiebaby.com www.joiebaby.com

BESAFE

Introducing BeSafe Beyond - a revolutionary new car seat system that exceeds all current safety standards via an innovative and groundbreaking design. Consisting of one base and two seats, the BeSafe Beyond range is fully adjustable and easy to install, making it the perfect choice. The range consists of BeSafe Go Beyond (0-18 months), BeSafe Beyond (6 months to 6 years) and BeSafe Beyond 360 (6 months to 6 years).

support.uk@besafe.com www.besafe.com/en/

JOIE

Right: Annika Sander Löfmark.

Annika Sander Löfmark, global head of communications at BabyBjörn AB, on making baby carriers an essential product category, adapting to social media trends and the best advice she ever got from the company’s founder, Björn Jakobson.

“OUR COMMUNICATION NEEDS TO BE ACCURATE, RELATABLE AND INSPIRING”

HOW LONG HAVE YOU BEEN IN YOUR CURRENT ROLE?

I have been handling PR and communications at BabyBjörn for 27 years.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

As a team we managed to make baby carriers an essential baby product category, high up on the wish list for families with newborns, through our strong belief in closeness and bonding.

FAVOURITE PART OF YOUR JOB?

What I appreciate most about my job (as I am still here after 27 years) is the wide range of wonderful people I get to spend time with and learn from. Leading paediatricians and specialists, safety experts, editors, retailers and the best of all - babies and their parents - from many different parts of the world are part of my network. They all bring enormous amounts of insights and energy to me. On top of that I love my colleagues.

WHO IS THE UNSUNG HERO OF THE COMPANY?

The heroes are everyone at the safety and quality team who relentlessly test and assess products from all possible aspects, always with the latest research and insights in mind. Their commitment to child safety and to provide parents with the best practical solutions possible is admirable.

WHAT IS THE BIGGEST CHANGE WITHIN THE NURSERY/PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?

The biggest change in the industry I have seen is the development of social media and, of course, online sales. Together with our retailers, we have adapted to the demands that our customers have, to be able to offer them the best possible support, both in product offerings and communications.

WHAT’S THE BEST PIECE OF ADVICE YOU HAVE EVER BEEN GIVEN?

The best advice came from our founder Björn Jakobson in 1997 when I was going on my first media trip to London and was very nervous. “Make sure you let the people you meet talk a lot and ask a lot of questions, then the meetings will be successful,” he said.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE PAST YEAR?

Families’ situations and lifestyles differ a lot, between cultures of course, but also within the same region. The pandemic put an enormous pressure on families with small children and we still see the aftermath of it. Our communication needs to adapt to that, being accurate, relatable and inspiring. We must make sure that everything we do supports our consumers and simplifies their life a little bit.

“ The heroes are everyone at the safety and quality team who relentlessly test and assess products from all possible aspects. ”

IF YOU COULD CHANGE ONE THING ABOUT THE NURSERY/PRESCHOOL BUSINESS, WHAT WOULD IT BE AND WHY?

My wish is that parents would be less criticised and judged because of their different choices, especially on social media - an end to mum shaming would be great. The speed at which attacks and misconceptions are spread is daunting and puts unreasonable worries on mothers and fathers.

WHAT THREE WORDS WOULD YOU USE TO DESCRIBE YOURSELF?

Happy, open and interested.

BEST SELLERS

“Prams are performing well, as is our furniture. Current consumer favourites are definitely mixed; it’s hard to pinpoint one pram range in particular, but we are noticing a surge in Mee-Go Milanos, the new Venicci Claro has started well and iCandy Peach is going strong. In furniture, the Mamas & Papas Atlas continues to sell strongly.”

A POSITIVE PICTURE

“The past year has been good - numbers wise, we are up YOY, but there have been some really quiet patches with really tough trading, brought on by global and national issues, and fears because of the cost of living. So even though overall it’s quite a positive picture, there have been some tough spots.”

PRICE POINTS

“I think that consumers are sad about the demise of the high streets as we once knew them, but not enough. They want to support independent retail, but they want to do so at online prices with the in-store benefits. So they want the online price, but they want to pay up, they want you to store it, and they want it assembled and delivered on the day.”

BABYLAND IN NUMBERS

With a sterling reputation for excellent customer service and more than 30 years of experience in the industry, pram and nursery superstore, Babyland Fife has been in its current store for some 17 years. Yas Ali, md, runs some numbers for PPS.

IN NUMBERS

• “We are a team of seven.”

• “There were 34 boxes in our last delivery.”

• “We are sure top and bottom that we are half the length of the Kirkcaldy promenade!”

• “We’ve been going as a business for over 30 years and we’ve been in our current store just over 17 years.”

TREND WATCH

“We notice that trends are price focused and colour-based, though even people on the tightest budgets want a ‘spinny’ car seat! On the other side, are people only buying Ikea highchairs now? And what happened to babywalkers?”

BEING SOCIAL

“Social media plays a very important role for us. In sync with our national television advertising campaign with STV, we focus on TikTok, Facebook and Instagram - each platform has its own customer base and all attract people into the shop.”

Above: Babyland has been noticing that consumer trends are price and colour-based currently.

Above: Nursery furniture is a strong seller for the retailer.

Above: Babyland Fife has been in its current store just over 17 years.

Below: Venicci is a popular brand in-store.