Progressive Preschool March April 2023

Copyright 2023. Whilst every effort has been made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. Views of contributors do not necessarily reflect those of the publishers.

You may not think it by the recent weather, but we are now officially into spring and the first three months of the year are already behind us. And what a three months they’ve been – a stellar sell out Toy Fair in London and a triumphant return for Spielwarenmesse in Nuremberg; new product unveilings in the nursery space; team expansions and high profile appointments; 10th anniversary celebrations for Ickle Bubba and Cheeky Chompers; acquisitions; and further developments in the sustainability arena to name a few.

Continuing to focus on the positives, the Toymaster May Show (16-18 May) sold out in January, with over 100 suppliers set to exhibit their ranges at the DoubleTree by Hilton Harrogate Majestic Hotel & Spa. Staying in the North Yorkshire town, Harrogate International Nursery Fair (15-17 October) is continuing to take shape, with four halls of the Harrogate Convention Centre already almost full with returning

exhibitors and the organiser opening it up for all new exhibitor bookings and stand allocation.

Speaking to a range of executives for this issue, it seems they are approaching the remainder of the year with cautious optimism. It is often said that both the nursery and toy industries are recession proof – babies will continue to be born and parents/care givers will always buy their children toys – and, to a large degree, this is correct. However, consumers are certainly becoming savvier with their approach and, while they aren’t eliminating gifts completely, they are being more considered when making purchase decisions.

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.

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.

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

And, while the executives we spoke to believe there is always room in the market for new product, extended play value and innovation are more important than ever. Described as the “lifeblood” of the industry by one of our contributors, it’s vital to keep pushing new properties and new IP, but as the same exec pointed out, for them to break through it needs to follow a tried and tested play pattern and be something that is recognisable to both the retailer and the consumer but with a completely new twist/innovation.

Without being under any illusions on the fact that 2023 will be a challenging year for a number of reasons, it is also nice to hear some positivity and to focus on all the good that is out there, and the hard work that is being put in, as we head into the second quarter of the year. Now we just need the sun to shine.

The Progressive Preschool Team

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Samantha Loveday, Rob Willis,

t is published by preschool sector experts, for preschool trade experts.

Jo Pilcher and Katie Roberts-Mason.

Above: Toy Fair 2023 at London’s Olympia was a sell out success.

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

‘Is the toy industry recession proof? Yes and no’

To a large extent the toy business is recession proof, however the costof-living crisis will still have an impact when it comes to consumer spending and seeking out value for money – meaning innovation and extended play value is more important than ever.

This is the view of a number of high profile toy business executives featured in this issue of Progressive Preschool, while there is also cautious optimism for growth for the UK toy market in 2023.

Exhibitor applications now open for Toy Fair 2024

Applications are now open for companies to apply to exhibit at Toy Fair 2024.

Taking place between 23-25 January 2024, Toy Fair will once again return to Olympia London, occupying both the Grand and National Halls.

After a successful sold out show earlier this year, the organiser of Toy Fair is looking forward to hosting another buoyant platform to bring together the industry under one roof. On top of this, Toy Fair 2024 will mark the 70th anniversary of the show.

Exhibitors who pay their 25% deposit by 26 April 2023 will benefit from a 3% early booking discount. To view stand package options, costs and to apply please visit https://www. toyfair.co.uk/register/.

Long standing exhibitor and returning for 2024, Liz Ireland, founder and md at Bigjigs Toys,

commented: “I cannot imagine being a part of the British toy industry and not attending the London Toy Fair. It’s an absolute must for Bigjigs Toys as a leading supplier to independent retail. Our application is turned around the same day to secure our space.”

Majen Immink, head of Toy Fair, continued: “We are really looking

Asked if the toy industry was recession proof, Nic Aldridge, md at Bandai UK, commented: “No, not completely but very close to it. People (parents/gift givers) might rationalise their spend, but they will always find a way to fund some toy sales even if it means cutting back on other luxuries. Often parents will use toys to buffer what bad news there might be in the rest of the world. However we are also seeing the growth of second hand toy sales in the market as a solution to challenged household budgets, but also I believe as a move to

forward to welcoming the industry back in 2024. Toy Fair 2023 was a great success and we hope to build on this momentum for 2024 and kick off the business year with a real buzz. We have already been overwhelmed with exhibitor enquiries, so we urge anyone wanting to exhibit to get their application in early.”

For the latest news visit PreschoolNews.net

Clockwise (l-r): Liz Ireland, Phil Cassidy, Nic Aldridge and Neil Montgomery.

Below: Toy Fair 2024 will mark the 70th anniversary of the show.

more sustainability in the marketplace.”

Neil Montgomery, UK commercial director at Jura Toys, said: “In my opinion the toy business is recession proof because people will always find money to spend on their children, that seems to be non-negotiable. Therefore, companies can still deliver stable sales despite tougher economic conditions. However, I do see that a recession can change the shopping habits of consumers who become more discerning in looking for better value for money and products with greater longevity.”

Phil Cassidy, md at Casdon, believes that consumers are certainly making more considered purchase decisions. “Consumer confidence is at an all-time low and

this has an impact on purchase decisions - the toy industry is no exception to this,” he said. “Of course, we still celebrate big events such as birthdays and Christmas every year however we’ve certainly seen consumers become savvier with their approach and while they may not necessarily be eliminating gifts completely, they’re certainly being more considered when making purchase decisions.”

For Liz Ireland, founder and md at Bigjigs Toys, companies that can provide the greatest value in a product will do well. “Customers want to see great value at the point of purchase and in enduring play with the product,” she commented.

Turn to pages 18-21 to read more views from Nic, Neil, Phil and Liz in this issue’s industry roundtable.

Cosatto enters new era with Silhouette design

Cosatto has swapped its characteristic vibrant colours and energetic fabrics for a sleek classic black for its latest launch.

The new Silhouette is the result of years of development and reflects Cosatto’s ethos, with the same brand heritage, same design expertise, quality and baby sensory functions. However, it departs from colour and pattern by being jet black with a silhouetted black and white interior hood design.

“We know that so many people love our bright colours and creative designs, but there has always been a segment of audience that loves classic black and up until now, we couldn’t accommodate that desire,” commented Vicky Morley, creative and marketing director at Cosatto. “Silhouette means that there truly is a Cosatto pushchair for every parent.”

bumpPR expands its offering

Boutique PR agency, bumpPR has added a new service to its portfolio.

The company – which is now in its 13th year and has more than 45 years’ experience across the team – has developed its services for the baby and parenting industry to offer a copywriting service. Bespoke packages will look to meet individual brand needs, with the team drawing on its expertise to support brands –from smaller start-ups looking for the best way to talk about their products, to established companies seeking copy for catalogues or support with Amazon listings.

Cosatto md, James Philips, added: “We wanted to address a bigger sector of the market, reaching a wider range of consumers – to really ramp up our sales even more.”

The marketing plan for Silhouette is primed to hit at key points in the launch calendar and includes a retailer roadshow, as well as a recent consumer launch event at Mama Shelter in London’s Shoreditch. Below: Silhouette will help Cosatto reach an ever wider range of consumers.

Support will include website copy, advertorials and press releases, through to marketing materials such as catalogues and leaflets, while the team will also utilise its experience across social media.

“We are so excited to expand our services here at bumpPR, and continue to increase the ways that we can support any business, big or small,” commented Lisa Bryant, founder of bumpPR. “From newsletters, catalogues, advertorials and even blogs, we are ready to help your business shine.”

For the latest news visit PreschoolNews.net

KEEPING YOU UP TO DATE WITH THE LATEST STORIES

Mamas & Papas outlines ambitious expansion plans

Childrenswear retailer

Mamas & Papas is eyeing expansion into Australia and western Europe, ahead of re-entering the US market.

The business will be expanding into a number of independents in Sydney and Melbourne next month, which will stock Mamas & Papas products on a wholesale basis, Drapers reported in March.

It will be converting a holding warehouse in China into a replenishment warehouse for the APAC region in order to facilitate the Australian expansion.

Mamas & Papas is also in talks with potential stockists in Germany and the Netherlands, before looking to return to the US market in the next 18 months.

The company has been busy building its concession model in the

UK – it now has 25 Next ‘shop in shops’, as well as three in M&S and one in Arnotts in Dublin.

This is supplemented by 22 standalone Mamas & Papas stores in the UK and 25 franchise stores in Kuwait, Bahrain and the United Arab Emirates – which account for 75% of international sales. It also has a presence in other regions including Israel, Turkey and Korea.

Nathan Williams, who was

Ickle Bubba celebrates 10th anniversary

Over the past 10 years, Ickle Bubba has gone from strength to strength and now has a fast growing portfolio of affordable, functional and stylish products across multiple categories.

Since 2013, the brand has expanded its original range of travel systems and

has since sold six styles of stroller, six car seats, five furniture ranges, five interior collections and a wide selection of accessories. In total, Ickle Bubba has supported 500,000 families through its stylish and affordable products.

The company now operates from a large office in Swansea and products are available across Europe and mainland Europe and in 2021, the brand entered Australia. International sales now represent almost 10% of total sales.

Ieuan Rowell, md, commented: “We have come a long

promoted to ceo of the business in January, told Drapers that Mamas & Papas is looking to open another five to 10 concessions in the next two to three years, mainly in the south of England.

Nathan said the lockdown restrictions of 2020 allowed Mamas & Papas to “pause and recalibrate” its business strategy and grow its digital presence. Online sales now account for 40% of the brand’s total sales.

“In the last 12 months in particular, we have taken the time to really understand what it is that we are here to do, what is our purpose,” he commented.

way since we first unveiled the Stomp pushchair ten years ago and I could not be prouder of what we have achieved since. As a brand, we’ve grown to be the third most searched nursery brand in the UK, and I am pleased to say that we have stuck to our mission to represent great value to the consumer.

“Over the next decade we hope to further deepen our standing in all the markets we operate as a nursery brand recognised for offering exceptional value, style, and convenience. Achieving this through a refreshed product range, supported by marketing and caring parental support and advice.”

Left: After a successful 10 years, the brand has grown to a team of 40, with its HQ now in large office space in Swansea.

For the latest news visit PreschoolNews.net

Below: Mamas & Papas currently has 25 Next ‘shop in shops’.

A HUGE THANK YOU TO ALL OUR EXHIBITORS AND VISITORS WHO ATTENDED TO HELP MAKE TOY FAIR 2023 SUCH A BIG SUCCESS.

Exhibitor applications for Toy Fair 2024 are now open and the show will take place from 23rd-25th January 2024 at Olympia London. You can apply to exhibit online at www.toyfair.co.uk

For further information on exhibiting and sponsorship opportunities please contact +44 (0) 20 7701 7127 or email rebecca@btha.co.uk

KEEPING YOU UP TO DATE WITH THE LATEST STORIES

TOP STORY

Ride-on suitcase brand, Trunki is acquired

Digital consumer brand platform, Heroes has acquired children’s travel brand, Trunki.

Co-founded by three brothers during the pandemic – Alessio, Riccardo and Giancarlo Bruni – Heroes’ aim is to build a next generation consumer brands platform with a core focus in baby, juvenile and maternity brands. In just over two years, Heroes has grown to over 35 brands and 120 employees spread across offices in London, Barcelona, Madrid and Boulder.

Heroes will now support the further growth of Trunki, which has been trading for 16 years, sold

over five million suitcases and grew sales by 68%.

“We are extremely excited for Trunki and the team to join the Heroes family and embark on the next journey together,” commented Heroes co-founders, Alessio and Riccardo Bruni. “The acquisition will further strengthen our core focus in the baby and

Azaria reveals insight into family life

Specialist marketing agency, Azaria has revealed its 2023 Family Report sharing insights into UK family life. Over 2,000 parents were surveyed across the UK in January 2023 via market research specialist Mumsviews. Key findings at a glance include 69% saying that the cost of living is negatively affecting their everyday life and that half are still feeling some post-pandemic anxiety

children category and gives us further expansion into retails and worldwide distribution.”

Rob Law, founder and ceo at Trunki, continued: "It became apparent after the first few discussions that Heroes was the right buyer for Trunki. Heroes believed in our vertically integrated UK manufacturing supply chain and shared our vision for future product development, while having the infrastructure to grow our US business.

“Trunki has been around for over 16 years, since my £100k pitch was rejected on Dragons Den in 2006; I went on to secure a £3.9m investment from the Business Growth Fund (BGF) in 2013, now in 2023 we have sold to Heroes and couldn’t be more excited for the next step in our journey.”

Left: Having been around for over 16 years, the team at Trunki is now looking forward to the next chapter with Heroes.

(although 58% don’t believe it’s affecting their children any more).

In addition, 46% think that supermarkets no longer offer the best value for money and 65% spent less on Christmas this past year. Almost half say that climate change concerns affect their purchasing decisions.

However, looking at opportunities for brands, 22% spend five to six hours per week browsing products when pregnant and six out of 10 respondents value brands with a higher purpose. In addition, 63% turn to social media for parenting tips and advice, while 61% like brands to contact them via email and 39% via social media.

“As we enter into an era of more conscious living, there are opportunities for brands with a high purpose to connect and engage with their end customer like never before,” commented Amber Steventon, md at Azaria.

For the latest news visit PreschoolNews.net

THE TRADE-UP TO R129 (I-SIZE) CAR SEATS

At the start of 2023, the total Baby Care market was performing well in value terms. January saw value up 7% versus the same period last year, and that’s 11% up on the last 12 months. Some of this growth is coming from increasing prices, which are up 15% from 2022. However, the market is not faring as well in volume terms which was down 7% in January when compared to January 2022. This is a fall of 1% compared to the last 12 months (February 2022-January 2023 vs February 2021-January 2022).

Car seats look set to suffer from this drop in volume sales, as in January we recorded a 12% fall which was impacting value growth. The latter was up only 2% despite the average price for a car seat jumping 15% year on year. It is a similar story when looking at the 12 month trend. Here volume is down 5% but value was only able to grow by 3%.

This drop in volume recorded at a total level in car seats has not been experienced across all regulation models. The old style R44 style dropped in both volume and value

over the last 12 months, while the newer R129 (or i-Size) has been slowly increasing in both volume and value. The biggest drop in units came in 2020 for the R44 regulation, and over the last 12 months, this trend has continued as volume fell a further 7% and value dropped 1%.

Just comparing January year on year gives a slightly different picture as volume posted bigger declines, down 12%, but the jump in average price of 18% boosted market value by 3%. Compared to the new R129 regulation car seat, the last 12 months has seen volume up 4% and value up 10%. Things are just as positive looking at January, as volume was up 4% but value remained stable at 0%. As a result, the R129 classification now accounts for 17% of units sold in the last 12 months, up from 6% five years ago, and 38% in value, up from 15% five years ago.

ONLINE VS IN-STORE

There are differences in where consumers shop for their car seats, with more R44 seats bought online while the R129 models sell better in-store.

In the last 12 months, we’ve tracked sales of R44 models as they continue to decline, and even though online accounts for 55% of sales, this is a fall of 10% compared to the previous 12 months. In contrast, in-store sales for the R129 represent 57% of total volume for the R129 and enjoyed a 10% growth in the last 12 months.

For both regulation models, online purchases have become more common since the pandemic with R129 growing from 37% value in online sales prepandemic to 41% in the last 12 months. R44 has risen from 46% to 59%.

The new regulation R129 has also brought with it a new premium as the average price in the last 12 months is 210% higher than the average price for an R44 model. The premium price tag is not deterring buyers - even with the cost-of-living crisis. The difference in cost is even greater when comparing buying channels. A R129 car seat costs 10% more when purchased in-store versus online, and is 253% more expensive than an R44 bought in-store. Focusing just on the R44 classification, consumers will get a better deal in-store than online as the average over the last 12 months saw consumers paying an extra 17% online.

THE OUTLOOK FOR 2023

The R129 will continue to grow in volume and value this year and the new regulation car seat will become more widely adopted. R44 sales will continue to drop as buyers convert to R129 models. With innovation continuing in the R129 range and with the impact of inflation, prices will also continue to rise throughout 2023. At a total level, expect car seat sales to drop with the continued decline of the R44.

The trade up to R129 (i-Size) Car Seats Great Britain – Car Seats

GfK’s Emma Wade provides a market update and reviews the performance of the R129 (i-Size) classification car seat.

THE IMPORTANCE OF OFFLINE & OUTDOOR PLAY FOR YOUNG KIDS

It is no secret that digital activities and hobbies are on the rise with kids. When it comes to older and more developed kids aged 9-15 in the UK, gaming ranks as the number one hobby, joint favourite with football with 14% of kids saying this is their top pastime. However, for younger kids around the preschool age group, offline play remains an undeniable part of their daily lives. Since the start of 2023, four out of the top five hobbies for kids aged 3-5 are offline activities, this includes playing with toys (15.4%), playing outside (8.1%), football (7.9%) and arts and crafts (5.8%).

According to kids across the 22 countries across six continents that we survey, 3-5s spent around 1 hour 21 minutes on average playing with toys and games indoors in 2022, this is a -20% decrease when compared to the amount of time spent doing the same thing in 2020 and 2021. Kids across the EU5 are spending more time being active and playing outside then they are with toys and games, with an average time spent being active in the UK lying at around 1 hour 8 minutes for 3-12s on a typical day, compared to 1 hour 4 minutes being spent playing with toys and games.

Hobbies serve a range of purposes for both kids and parents globally. Most notably they are a medium for fun and entertainment, and are something to occupy kids, parents and they are also capable of bringing the family better together and bonding, providing educational value, helping with personal development, but also,

they can help kids to be healthy and encourage them to be active. Over the last three months, 24% of parents of 1-5s in the UK said that their favourite family hobby was being active, 9% said it was activity-led days out and 6% stated it was participating in sports. These parents that reported to preferring outdoor-focused family hobbies over-index on these activities being fun (+4%), helping the family to bond (+11%) and it being healthy (+41%) as the reasons for these activities being their favourite.

The toy preference for kids across the UK has also been evolving following similar patterns. While construction toys dominate the

The

favourite toy type category, outdoor toys have seen a significant growth in preference among 3-5s over the last 12 months. Compared to the same time last year, outdoor toy preference among preschool kids has grown by +52% and risen to the sixth favourite toy type.

FEELING HAPPY

Since the beginning of 2022, we have seen mental health as a top concern only grow across kids. 3-5s have reported a +9% increase in mental health concerns, with 6-9s reporting a +14%, and 10-12s reporting a +8% increase.

Interestingly, preschool kids aged between 3-5 that say outdoor toys are their favourite toy type over-index on being most concerned with mental health (+18%), as well as health and well-being (+4%). These concerns are also more prevalent among girls aged 3-5, as they significantly over-index on mental health concerns by +68% compared to the average UK girl aged 3-5. Additionally, the mental and physical benefits of outdoor play are also reflected by these preschoolers. Over the last three months, UK kids that say outdoor toys are their favourite type are +11% more likely to say they feel happy all the time compared to the average 3-5-year-old, as well as being +10% more likely to feel fit and healthy.

With more IPs and content available to young kids every day, brands need to continue to provide engaging offline touchpoints that young kids can resonate with, especially as we approach the summer months, and the weather improves across Europe.

The Insights Family looks at how keeping a fun, entertaining and interactive outdoor medium is important both to children and parents.

Insights Family was recently voted as the #1 MarTech business in the UK for 2023, this is a muchimproved ranking from 2022. The award coincides with the launch of The Insights Family new website, with the company’s new portal (5.0), due to launch in Q2 of this year. Visit: https:// theinsightsfamily.com/register/.

Left: Nick Richardson, founder, The Insights Family.

EXECUTIVE TRAVEL

Our own British innovation has always been a fundamental part of our DNA at iCandy. Nothing could have demonstrated this better than iCandy’s achievement of The Queen’s Award for Enterprise, Innovation: the first award of its kind ever for a pushchair. We see it as a way of moving forward and continuing to offer the best solutions for parents while staying so far ahead of the competition. Crucially our priority is to continue adapting to parent's needs, with a strong emphasis on sustainability and to provide them with the best possible solutions, as well as remaining commercially driven.

Synonymous with all iCandy pushchairs, the ingenious integrated Ride-on Board is iCandy’s futureproofing innovation that offers a seamless solution for a family with a new baby and toddler. The Ride-on Board not only saves on future costs, but also eliminates the need for a cumbersome attachment, allowing a young child to stand securely and safely within the handlebar space.

This is the perfect example of an innovation meeting a genuine requirement by families and ultimately driving our mission for the perfect pushchair. The Ride-on Board provides added value without a supplementary cost. It offers a platform for a second child without impacting any other features of the pushchair itself, such as the brake access and the pushchair fold. This showcases that it is a true, integral Ride-on Board on all our pushchairs and futureproofs the product for additional children.

Cutting-edge features such as the Multi-Mode Wheelbase on the iCandy Core meets all journey requirements in one product, all while providing the multi-use functionality and longevity demanded by modern family life.

HELPING THE CONSUMER

The primary goal when it comes to innovation is to make the parenting journey easier. As a brand this is extremely important for us; we understand that parenting is a complex experience, so we design our products with the end-user always in mind. Our designs and innovations consistently aim to simplify their journey, and certainly not complicate it.

We aim to add value to the product, for example the easy slide ‘Pop-Up’ harness with adjustable head support on the Peach 7 pushchair is easily accessible from the front instead of the back so you can immediately see the exact position it needs to be in.

The Design and Engineering teams are constantly reviewing new and emerging manufacturing and assembly techniques as this drives other opportunities for innovation. For example, all iCandy pushchair handlebars are ergonomically designed, using advanced manufacturing techniques, demonstrating the pride we take in every aspect, even how they feel in the consumers’ hands. We use the highest level of engineering and componentry to provide our pushchairs with the smoothest ride possible. Alongside quality, it’s vital for us that our pushchairs are safe, comfortable and easy to use.

Innovation isn’t always physically visible to consumers. A vast amount is represented within the engineering (‘under the bonnet’) and while this may not be easily seen, end-users will still hugely appreciate and benefit from it.

THE APPROACH

iCandy innovation is essentially always about refining and enhancing the overall parenting journey. With key highlights such as ease of use, innovative features and interaction points, we very much take a consumer-

Above: Paul Walker, head of product and design, iCandy. focused approach. We conduct a vast amount of research, particularly around how parents interact with products and environments. We utilise an array of approaches to innovation such as classical brainstorming, journey mapping and technology transfer.

By understanding consumer needs, we can innovatively improve and adapt our existing products, as well as develop new and upcoming products. The ingenious integrated Ride-on Board is a perfect example of this, and its development all started from human observation of a consumer misusing a pushchair at a zoo!

Throughout the product development programme, it’s essential we interact with endusers. Ethnographic research starts from the pre-brief, and we engage throughout the journey via focus groups, user trials, real user testing and extensive prototyping. It’s hugely important for us that our products are interacted and engaged with at every stage of the process so we can adapt and cater to any feedback.

Overall, innovation fundamentally is about enhancing and making the parents’ life easier, based on their specific requirements, needs and environment. Innovation has allowed us to roll out essential features for parents across our whole range of products. Aside from developing new features on a product, it’s just as important to focus on the manufacturing technique. For example, we take pride in our incredible engineering and mechanisms that enable a single-to-double pushchair to complement a lightweight chassis. We also offer class leading weight loads and baskets sizes – that’s innovative engineering. The many patents iCandy has truly underscores their dedication to innovation across the board.

Paul Walker, head of product and design at iCandy, on how the company’s innovation always refines and enhances the overall parenting journey.

TOY STORIES

PPS is joined by four leading executives from the preschool toy space – Liz Ireland, founder and md, Bigjigs Toys; Phil Cassidy, md, Casdon; Neil Montgomery, UK commercial director, Jura Toys; and Nic Aldridge, md, Bandai UK – to discuss whether the category is recession proof, the importance of innovation and extended play value, plus if the UK toy market can see growth in 2023.

FIRSTLY, IS THE TOY BUSINESS RECESSION PROOF IN YOUR OPINION? WHAT MAKES IT THIS WAY?

Liz: “Yes, to a large degree – people will still buy gifts though I believe the amount spent reduces. Where a gift budget has been set at £20, when household budgets are squeezed this may reduce to £15 making price points really key.”

Phil: “Yes and no. We can see that the industry has absolutely been impacted by the effects of Covid and a recession is no different. Consumer confidence is at an all-time low and this has an impact on purchase decisions - the toy industry is no exception to this.

Of course, we still celebrate big events such as birthdays and Christmas every year, however we’ve certainly seen consumers become savvier with their approach and while they may not necessarily be eliminating gifts completely, they’re certainly being more considered when making purchase decisions.”

Neil: “In my opinion the toy business is recession proof because people will always find money to spend on their children, that seems to be nonnegotiable. Therefore, companies can still deliver stable sales despite tougher economic conditions. However, I do see that a recession can change the shopping habits of consumers who become more discerning in looking for better value for money and products with greater longevity.”

Nic: “No not completely but very close to it. People (parents/gift givers) might rationalise their spend but they will always find a way to fund some toy sales even if it means cutting back on other luxuries. Often parents will use toys to buffer what bad news there might be in the rest of the world. However, we are also seeing the growth of second hand toy

Liz Ireland Phil Cassidy

Neil Montgomery Nic Aldridge

Left: Rail and role-play do well for Bigjigs throughout the year.

sales in the market as a solution to challenged household budgets, but also I believe as a move to more sustainability in the marketplace.”

HOW IS THE CURRENT CONSUMER APPETITE FOR TOYS? ARE YOU SEEING LOWER PRICED ITEMS PROVING MORE POPULAR OVER BIG TICKET ITEMS?

Liz: “Consumer appetite is buoyant with a desire to buy a product with value. Big ticket items are for the last quarter. Those items in our range with a retail value of less than £25 are selling well.”

Phil: “Our Casdon product range sits in a real ‘sweet-spot’ in terms of RRP. Typically, our products retail between £8 and £40 which is also the area in which the industry has reported the most growth in.

It’s difficult to say whether consumers are being driven to purchase lower price point items given we have a relatively narrow price range. However, I think there are many other factors that come into play when customers are researching what to buy – value for money is possibly a bigger contributor as they recognise that purchasing products which can stand the test of time is money well spent.”

Neil: “There is always a good appetite for toys albeit we all understand that the appetite increases as we move towards the end of the year. There is no doubt that the lower priced items are more popular currently, but that is always the case as

alongside the appetite increasing as we move through the year so does the demand for higher priced items. The most popular price points we are seeing now are between £10 and £20.”

Nic: “We as a company are directionally moving towards more pocket money based toys in the market place and we’re finding strong traction with retailers as we believe that when budgets are challenged parents and gift givers will still like to buy toys for children. Pocket money toys definitely help with this impulse purchases. Big ticket items will still be purchased, but these occasions will definitely be much more considered and reduced so instead of potentially getting more than one big ticket item this would be reduced to just one per birthday and Christmas. We’re still planning some big ticket items but we’re definitely being more selective in our launches.”

WHAT SECTORS/CATEGORIES ARE TRENDING FOR YOUR BUSINESS?

Liz: “Rail and role-play do very well for us throughout the year, but as spring approaches garden, outdoor and beach will do very well for us. Green Toys - a 100% recycled plastic range - does well throughout the year as it’s a great product both indoors and out.”

Phil: “Our entire range is purely focused on preschool role-play, with our licensed items often most popular. Dyson has always been a firm favourite within the collection and our latest hair styling tools have been no exception. Joseph Joseph has also proven popular among adults and children as we see baking is still a popular past-time for children to join parents and carers in the kitchen.”

Neil: “We are currently enjoying a big increase in demand for outdoor toys and art and craft lines. I

Right: The popularity of baking and children joining their parents/care givers in the kitchen is reflected in product sales for Casdon.

Below: The Muddy Lab Outdoor Kitchen from Janod has been well received.

think people are looking forward to some better weather and a chance to spend time outside with the children; that is why our Muddy Lab outdoor kitchen seems to have been so well received. At the same time the current reality of poor weather means parents need to find ways to entertain their kids indoors and art and craft is the perfect tool for this.”

IN THE CURRENT CLIMATE, HOW IMPORTANT IS IT TO INNOVATE?

Liz: “We are always trying to innovate through familiar and less familiar materials. Making a commitment to move our range to completely FSC production by 2025 is providing a few challenges, but these will be overcome. Retailers demand newness and we aim to provide on an annual basis.”

Neil: “As a business we invest heavily in developing new products every year, typically launching over 200 new products a year across our brands. New products are always great to generate interest with both retailers and consumers alike. We all seem to be constantly looking for the next big thing and innovation is a big part of this, but also offering striking, high quality toys that stand out, which we have done with the new Dino collection.”

Nic: “We’re finding that during the Covid period that there was much less innovation in the market and also retailers and consumers were sticking with

tried and tested properties. New properties are struggling to break through in the market where they are launched. But now we’re emerging from the throws of the Covid period we’re starting to see some great innovation. This is the lifeblood of the toy industry so we’ll still keep pushing new properties and new IPs and innovation.”

IS THERE STILL ROOM FOR NEW PRODUCT/ IP/BRANDS TO BREAKTHROUGH?

Phil: “There’s always room for new product… children (and adults) love variety in play. We have a fantastic R&D department here at Casdon who are regularly reviewing market trends and exploring opportunities for ‘the next big toy’.”

Nic: “Absolutely there is and it’s just what we need. To break through it needs to be in a tried and tested play pattern and something that is recognisable to the retailer and consumer, but with a completely new twist/innovation. Anything too ‘out-there’ and you struggle to get retailer acceptance with listings and less consumer spend for parents to test wholly new concepts.”

HOW IMPORTANT IS EXTENDED PLAY VALUE IN A TOY/RANGE?

Liz: “I would say very much so and the companies that can provide the greatest value in a product will do well. Customers want to see great value at the point of purchase and in enduring play with the product.”

Phil: “Possibly more important than ever. Extended play items not only ensure that our toys are kept firm favourites within the toy-box, but they open more opportunities for role-play as well as involving siblings and friends through play, which we know has great social and communication developmental benefits.”

Nic: “Becoming more and more important, as traditional media is often not enough to launch a new IP anymore.”

CAN THE UK TOY MARKET SEE GROWTH THIS YEAR?

Liz: “I’m hoping so. I think the market as a whole may well remain flat this year – we need to work that little bit harder to get a slightly bigger share of it.”

Neil: “Absolutely. I am under no illusion that we are all facing a challenging year, but early sales results alongside a positive reaction to the new products and good listings gives me confidence that we can grow the business again and I have had many similar conversations with other toy suppliers.”

Nic: “I think that the industry will be flat this year or possibly a slight decline, but we’re approaching it with cautious optimism.”

Above: Bandai is launching the first toy range for preschool series, Milo.

THE GREEN LIGHT

Green Sheep Group was established in 2006 with founding brand, The Little Green Sheep, and seven years later, the next chapter of the journey began when Roger Allen was appointed to the board and Snüzpod was launched. PPS chatted to the team about the story so far and plans for the future.

When Roger Allen joined Green Sheep Group as chairman in 2013, the company employed six staff and today, the team has grown to 50. That year also saw the launch of Snüzpod.

As one of the first, if not the first, bedside crib in the UK market, Snüzpod paved the way for the growth of the category. By 2016, Snüz had launched as a brand in its own right, and Rosie Pritchard had joined the board as operations director, as the company found its permanent home on The Green, a 5,000 sq ft premises in Stratford upon Avon.

Roger comments: “The purchasing of our landscaped site in Snitterfield, goes a long way to providing security for our team and contributing to the culture – providing the right environment for our teams to communicate and talk to each other readily, with smiles on their faces.”

The growth of the company continued apace, as a year later, in 2017, both brands went international, marking the start of the next chapter. Three years ago, Green Sheep Group opened up its Arrow Valley distribution centre, designed to serve as both a distribution hub, and a space to reflect the company and its brands, incorporating a product demo area and meeting spaces.

Now 17 years old, the company is the proud guardian of two leading brands within the nursery industry. Roger furthers: “Throughout my time with Green Sheep Group, starting as chairman in 2013, I have become more involved in the macro direction of the business and with the support of my senior management team and board of directors, we have a clear strategic vision for the future.”

Over the last year, GSG has continued its busy trajectory. The challenges of the cost-of-living crisis have put retailers under pressure. Green Sheep Group’s strong position in the market has meant that it can continue to invest in products, brands and most importantly, people, during this time.

GSG has made a number of changes to support its partners. Roger says: “Recognising the challenges in the UK that are affected by supply chain matters, we made the decision to increase stock holding to limit the impact on our retailers and customers.”

The team will also be working more closely with its retail partners to support them. Carey Devine recently joined the team as head of sales, and Joshua Bishop as head of international sales, and they will be working with the new head of marketing, Jamie Jillard, to ensure that retailers have the support they need, and will be working with

Inset: GSG incorporates Snüz and Little Green Sheep to support families to get a better nights sleep.

Below: Roger Allen welcomes new coo, Mitch Levene.

Above: Little Green Sheep launched with the aim of bringing organic and natural products to the market.

Above right: There is an exciting new product launch slated for later this spring.

partners in a more collaborative way to create best-in-class retail experiences for customers.

This addition of talented individuals across marketing, sales and senior management, with the recent appointment of former Chicco and Artsana ceo, Mitch Levene as coo, is a key strength for the company and has been throughout its history, with the likes of former Tesco Group md and Mothercare ceo, David Wood, joining the board in 2019.

The high calibre of employees and company strategy have helped create a slew of innovative products. Paul Maurice, product director, explains: “Product innovation is what makes Green Sheep Group stand out in the industry without a doubt. Also, being a UK-based business with not only a multi-discipline team, but having that team, all business functions, under one roof.”

THE PRODUCT JOURNEY

From the Little Green Sheep Twist mattress to the Snüzpod, GSG has weaved innovation into its mission of supporting families in getting the very best night’s sleep across both its brands.

Twist Natural Cot Bed Mattress - The UK’s bestselling natural mattress and offers two types of mattress in one product – firm for baby and a softer medium level for toddlers and children.

Snüzpod – Featuring sleep-inducing features including the ComfortAir breathable system, the crib meets all criteria of the Bedside Crib Safety Standard. Features include the dual-view mesh windows, zip down wall, reflux

Going forward, the team is looking forward to working with new coo, Mitch. He tells us: “Whilst a tough decision to leave after 12 successful years at Artsana, the opportunity at GSG was irresistible. The team I will be joining has delivered amazing innovation, creating hugely sought after quality products, backed by an array of experience and recent recruitment of top talent ready for the next great chapter in their journey. To be part of this was so enticing.”

There will also, of course, be a range of new products over the next 12 months, with a big announcement later this spring.

Roger concludes: “As ceo, I will be focusing on cementing our partnerships in the UK ahead of further international expansion. With Mitch’s addition, we are confident his appointment and future contributions will have a significant impact on the success of the company.

“His proven track record of success in building relationships and driving revenue through strategic growth makes him the perfect fit for our team.”

incline and removeable bassinet. Snüzpod also now fits more beds thanks to its new extended height feature.

Snüzpod also now fits more beds thanks to its new extended height feature.

SnüzCurve – Launched last year, the pregnancy pillow ensures mums-to-be are sleeping in the correct position, improving sleep posture, using the KneeBlade feature which guides the body into the perfect sleep position.

SnüzBaskit – Also launched in 2022, the 100% recycled Moses basket Moses basket is crafted from KinderFelt, the new soft, safe and recycled material.

“D elivering innovation, qualit y and value on time....ever y time.”

and time.”

P r e s c h o o l N e w s . 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.

P r e s c h o o l N e w s . 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.

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.

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.

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.

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.

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.

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

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, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.

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.

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.

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

ADVERTISING AND COMMERCIAL:

ADVERTISING AND COMMERCIAL:

Jo Pilcher jop@max-publishing.co.uk

Jo Pilcher jop@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

EDITORIAL AND CONTENT:

EDITORIAL AND CONTENT:

Jacqui Parr jacquip@max-publishing.co.uk

Jacqui Parr jacquip@max-publishing.co.uk

Sam Loveday saml@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

ADVERTISING AND COMMERCIAL

Jo Pilcher jop@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

Sam Loveday saml@max-publishing.co.uk

Sam Loveday saml@max-publishing.co.uk

Katie Roberts-Mason katierm@max-publishing.co.uk

by

OUTSIDE EDGE

With lighter nights and warmer weather on the way, families will be spending more and more time outdoors – be that in their own gardens, trails or local parks and green spaces. Having enjoyed a purple patch through the pandemic – with several ranges selling out at retail – the focus on mental health and the benefits of being outside are also helping to drive outdoor product sales. PPS finds out more from some key suppliers.

Recent weather may have told a different story, but spring is most definitely on its way, and with it a chance for suppliers and retailers to further build their outdoor ranges. The past few years has seen a bumper time for the category – with many of the suppliers that PPS spoke to confident that this will continue for 2023.

“We have enjoyed good growth and interest in the outdoor wheeled category online and via the high street in the last 12 months,” Ben Gibson, md at Micro Scooters UK tells us. “Searches for scooters continue to grow year on year –although not quite at the highs of the pandemic - as does footfall in our trade partners’ stores. Families still like to invest in products kids can use outdoors or in the garden.”

Top sellers for Micro include its eco scooter and accessory range,

along with its light up and foldable range of two and three-wheeled scooters. “We were the first scooter brand to introduce an eco-range of scooters and accessories nearly four years ago now,” Ben continues. “We did so because our customer insight work showed us today’s parents want to make ethical choices. Micro Scooters becoming a B Corp and being awarded Carbon Neutral Status has only strengthened our eco proposition and it is one customers seem to value.”

The company will further be building its eco credentials with the launch this year of vegan satchels, made with a combination of vegan leather and recycled glass taken from the automotive industry.

For Neil Montgomery, UK commercial director at Juratoys,

outdoor toys should be “fun, educational and durable”. He comments: “We understand that playing outdoors is essential for developing skills such as selfconfidence, independence and selfesteem and our outdoor collection is designed with this in mind.”

Inset: Micro Scooters UK says it was the first brand to introduce an eco-range of scooters and accessories nearly four years ago now.

Right: MV Sports is continuing to enjoy success across classic licences, as well as with its Hedstrom and Kickmaster brands.

Janod unveiled the Muddy Lab during Toy Fair in January – which includes a functioning tap, sink and tools – while success last year came with outdoor games such as kites, stilts, skittles and the classic Egg and Spoon race, which was the company’s stand out product. Neil continues: “We are lucky to experience very good stock levels across our ranges, however it’s always best to plan ahead and order stock around April time to ensure retailers don't miss out on the best sellers before summer kicks in.”

MV Sports has been busy growing its domestic offering over the past 12 months to include more products and more licences. Top sellers last year were based around classic licences such as Peppa, PAW Patrol, Spider-Man and Batman, as well as its evergreen Hedstrom and Kickmaster brands. Newer preschool brands CoComelon and Bluey also made a significant contribution, while a highlight among new launches in 2023 is Gabby’s Dollhouse.

Phil Ratcliffe, joint md of MV Sports, tells PPS: “Parents are looking for value and choice without compromising quality and our 2023 pricing reflects this. We have extended our domestic ranges across all our preschool brands and have reduced prices to mitigate against the challenging economic background faced by consumers.”

When it comes to avoiding sell outs on key lines, Phil says: “Customers need to make commitments early and commit to volume to avoid disappointment. We offer a flexible sales approach to all our customers whether it involves stocked in, FOB or DD. However, a reliance on DD can’t always mitigate against an early heatwave or an exceptional product or property. My advice would be to commit to stock of the key lines where possible.”

As well as not waiting until the last minute to place orders for outdoor lines, Glenn McGrath, ecommerce digital marketing coordinator, EU at United Wheels UK, also recommends monitoring

Right: The classic Egg and Spoon was a stand out seller for Janod last year.

Below: Huffy is launching the Minnie Mouse Convertible later this year.

trends in the category to stay one step ahead. “Keep an eye on the latest trends in outdoor play toys to identify which products are popular

WHEELED DELIGHTS

Wheeled toys have long been a specialism of Wilton Bradley with the team boasting many years of experience in developing premium products.

The company refreshed its Xootz brand of ride-on electric wheeled toys last year, centring it around ‘attitude’ and ‘breaking boundaries’ with a mission to ‘promote, inspire and encourage’ children to get outdoors. As well as ride-ons, the brand also has offerings for older children (including go-karts and drift trikes), plus licensed vehicles from BMW, McLaren and Land Rover Discovery. Recent launches include the Bubble-Go trike, plus a new plastic free range as part of the ecofriendly Yello collection of seaside classics. The Playhouse Waterwall also continues to sell well, with Wilton Bradley looking to adapt the design for smaller balls next year.

with consumers. Analyse your sales data from previous years to get a sense of which products are likely to sell well in the coming year,” he suggests. “Offer a variety of outdoor play toys at different price points to appeal to a wider range of consumers, and ask customers for feedback on which outdoor play products they are interested in, and use this feedback to inform your ordering decisions.”

Top sellers in the past 12 months for the Huffy brand include the Lightning McQueen battery rideon car, as well as its wide range of bikes across the ages. For 2023, the battery ride-on line-up expands with the introduction of the Minnie Mouse Convertible.

When it comes to outdoor play product, parents are looking for a variety of factors, Glenn continues. “The product should be safe for children to use and play with, with no sharp edges, sturdy construction and appropriate weight limits; it should be durable and able to withstand regular use and exposure to the elements; it should be engaging and entertaining for children, with features that encourage imaginative play and physical activity; age appropriate; easy to use; and value for money, with features that provide long-term entertainment and use.”

Micro Scooters’ Ben concludes with this advice for retailers:

“Consider the outdoor toy market as not a toy. Scooters are far from being an occasional toy. It’s the passport to adventure which will accompany a child through every stage of their development. When retailers position their outdoor products in this way every barrier around price, etc falls away. Unlock the true value of the product. Talk about the benefits not just the features.”

Right: The Bubble-Go trike is a recent launch from Wilton Bradley.

OUTDOOR PLAY

EDX EDUCATION

Edx Education’s Whizzy Dizzy has a sturdy swivelling platform for children to sit on as they use the central rotating steering wheel to spin themselves around, either slow and steady, or fast for maximum excitement!  It’s great for improving hand-eye coordination and gross motor skills, helps improve vestibular sense for children with autism, and strengthens core, hand and arm muscles as children manoeuvre the moving platform.

Tel: 01949 844117

www.edxeducation.com

WILTON BRADLEY

As part of its Recycled Eco Range Wilton Bradley has introduced a new Plastic Free Range. Featuring seaside classics, this range is made from natural materials which are 100% plastic free - including all packaging. The wooden crab line and steel bucket helps reduce plastic waste in our seas. The crab-lines feature no dangerous hooks or nasty plastics, simply add a few stones and bait into the hessian bag.

Tel: 01626 835400

www.wiltonbradley.com

CASDON TOYS

Casdon’s Flymo Lawn Mower has been specially designed to be true to life, right down to the last detail - making it the perfect toy for outdoor fun and realistic pretend play. Featuring Flymo’s iconic colours and dome-shaped design, children will love experiencing independence and endless imagination through role-play in the garden. The Flymo Lawn Mower from Casdon requires no batteries and comes complete with clicking sounds which are activated when pushed along the floor, mimicking the motion of the real thing.

Tel: 01253 766411

www.casdon.com

BIGJIGS TOYS

Tough like plastic but kinder to the planet, Bigjigs Toys’ new Eco Outdoor silicone range is here to inspire youngsters to get stuck into nature and embrace the great outdoors. The collection includes buckets, spades, frisbees, watering cans and sand moulds, all lovingly designed in the UK and made from sustainable food-grade silicone. Available in a rainbow of eye-catching colours, the silicone toys can be squished, rolled or folded into backpacks, beach bags and suitcases without ever losing their shape.

Tel: 01303 250400

www.bigjigstoys.com

LITTLE TIKES

Over the last 50 years, the Little Tikes Cozy Coupe has expanded with various adaptations and upgrades and has become a muchloved outdoor toy in every home. The latest model of Cozy Coupe and Cozy Coupe Princess are the newest additions to the popular range of best-selling ride-ons, upgrading several of its features to enhance outdoor play time further. For an even smoother ride, Cozy’s wheels have been swapped for more rugged and textured materials to combat any surface.

Tel: 0800 521558

www.littletikes.co.uk

PAGE TURNERS

For preschoolers, the world is their oyster when it comes to books – and it shows in a buoyant sector which flourished during the pandemic and is still riding high.

“In 2022, the preschool books market remained incredibly buoyant – still not slipping back to pre-pandemic levels. Against this positive backdrop Ladybird had a strong year supported by our varied offering,” says Leanne Gill, publishing director at Ladybird. “Our Bluey success, in particular, gave us cause to celebrate. We’re so excited to have her on our Ladybird list and can’t wait to see what the future holds.

Our Hey Duggee World Book Day book – Hey Duggee: The World Book Day Badge - reached number one in the UK chart which was fantastic to see.

“We’re also thrilled to have Gretel the Wonder Mammoth by author-illustrator Kim Hillyard shortlisted for the Waterstones Children’s Book Prize this year. In addition to this, we had That’s Not My Name by Anoosha Syed and the Baby Touch series shortlisted for Teach Early Year Awards.”

Stephanie Barton, publisher at Macmillan Children’s Books, tells a similarly positive story. “The overall preschool publishing sector has grown substantially since 2019 and we saw double digit growth ourselves in 2022 across Campbell Books, our specialist imprint for babies and toddlers, and through our Macmillan Preschool list,” she tells PPS.

Globally, growth came from established brands such as early learning books from Rod Campbell (Dear Zoo) and Tales from Acorn Wood by Julia Donaldson and Axel Scheffler.

Stephanie continues: “Campbell Books’ banner line: ‘Books you can play with; Toys you can read’ underpins our publishing approach for the littlest children where we aim to create playful interactive reading experiences with a soft learning approach and to support parental needs.

Campbell Books continued to grow last year in the UK and globally, with our Big Steps series leading the way, including bestselling titles such as No More Nappies, No More Tantrums and No More Dummies.”

New for 2023 is Babies Laugh…, a new brand created with developmental psychologist Dr Caspar Addyman, a leading expert in what makes babies laugh. “We will launch with Babies Laugh at Peekaboo, with its unique grab-handle format and based on the game which is proven to be the absolute winner in terms of making babies laugh, and a five-button sound book Babies Laugh at Everything,” says Stephanie.

For Sweet Cherry Publishing, big launches are due this year for CBeebies hit show Numberblocks and Alphablocks, while it will also be introducing the first books to the market for Colourblocks. “Including the bestselling Numberblocks Annual, we will also be introducing First Words, First Colours, First Shapes and First Letters,” says Maya Maraj, head of licensing and commercial at Sweet Cherry. “We’ve had a lot of fun building our new publishing programme with the show creators, Blue Zoo.”

“The more that you read, the more things you will know. The more that you learn, the more places you’ll go” Dr. Seuss famously said. PPS chats to some of the key players in preschool publishing – across books and magazines – to find out how the category is faring, what’s new and what ingredients a successful title needs.

Right: Ladybird is looking forward to seeing what the future holds for Bluey after a strong start.

Maya admits that the cost-of-living crisis is a real consideration in the book sector, with Sweet Cherry aiming to make accessible books for all audiences. “We are lucky to be able to partner with our sister company, Books2Door, to bring our licensed titles to as wide an audience as possible,” she adds. “With the right brands, the sector is in fine health and although we have to work harder and harder, there are still great successes to be had in this sector. The educational element in books means they stand up better during tougher economic environments.”

Matthew Reynolds, md at Little Brother Books, believes that preschool is a unique category as it is bought by parents and not by children. “They have to try and judge what kids want, which is always hard to do,” he admits. “We were delighted to have two amazing new brands with CoComelon and Blippi leading our preschool range, as well our Gigantosaurus and World of Dinosaurs. CoComelon has to be our biggest instant success from day one, with strong retailer listings and good sales to back it up.”

SCREEN-FREE FUN

In the preschool magazine space, Kennedy Publishing has seen its portfolio go from strength to strength, particularly with the acquisition of Baby Shark magazine in 2022.

“Our preschool portfolio continues to thrive in the most competitive category, particularly in licensed evergreens such as Fireman Sam, Octonauts and Peter Rabbit which are supported by strong TV programming and toy lines. Our own title, Everything Dinosaurs, also continues to be a bestseller,” offers Sophie Prewett, assistant head of editorial at Kennedy Publishing.

“We are always listening to our readers and publishing with sustainability in mind, which is why we launched a wooden fishing set on Baby

LICENSED TO THRILL

“Thoughtful use of licensing is key to succeeding in this competitive market,” comments Kennedy Publishing’s Sophie. “We focus on identifying brands that have engaging stories behind them and heritage or evergreen brands that can be invigorated with a fresh outlook and approach. We also always consider how our readers will respond to the property – if it’s trusted by children and adults alike then we know we can build quality products on that foundation and nurture their success for years to come.”

For Ladybird’s Leanne, licensing is “absolutely key” in preschool publishing: “In many cases, our licensed books address useful topics to support parents around their children’s key milestones. For example, we recently

Shark magazine last year. We are delighted to be a leader in this field and will continue to trial sustainability initiatives in 2023 and beyond.”

New launches on the horizon from the company include Go Jetters in April and Milkshake magazine from May.

The magazine sector isn’t without its challenges though, as Julie Jones, md at Redan Publishing, acknowledges, calling 2022 another “disruptive year” with unforeseen challenges testing the company’s resilience. However, one highlight was picking up The Eco Award at the Progressive Preschool Awards for its Fun To Learn Peppa Pig Bag o’ Fun Magazine.

“Our focus is on resurgence now, and we are anticipating a more stable 2023,” Julie comments. Redan has a new launch coming up in the primary aged girl’s category and it is currently trialling a number of properties in its compilations and is hoping by the end of the year that one or two of these will become a more permanent feature.

Julie continues: “The sector has suffered in the last 12 months, but we are starting to see sales stabilise and hope that this trend continues

published Peppa Pig: George’s Potty which focuses on George’s potty-training journey. Little ones will hopefully be more enthusiastic about trying to use a potty when one of their favourite characters is doing this too.”

Macmillan’s Stephanie agrees that young children develop strong attachments to their favourite characters and they become a “reassuring extension” to their world. “New preschool shows like CBeebies’ recent release Vegesaurs, a unique and humorous take on dinosaurs, also helps promote a healthy eating message, while Milkshake’s Odo, a comedic and warm story of a little owl with big ideas, teaches children that the most important thing you can do is to believe in yourself,” she adds.

Right: Kennedy Publishing has seen licensed success with Baby Shark and Octonauts, plus its own title, Everything Dinosaurs.

Left: Sweet Cherry Publishing is introducing new Numberblocks and Alphablocks titles this year.

throughout 2023. The cost-of-living crisis is, of course, having an impact but as analysts predict a turnaround in 2024 we continue to innovate and develop in 2023 while delivering quality and good value for money.”

SUSTAINABLE FOCUS

Siobhan Galvin, commercial director at Story House Egmont, agrees that 2022 saw demand slow and costs increase across the board. However, despite this, the company managed to outperform the market, delivering value growth against a backdrop of year on year decline for the category.

PAW Patrol is a key priority in 2023, with the brand marking its tenth anniversary. Story House Egmont’s PAW Patrol magazine continues to be the number one title in the preschool sub-segment, says Siobhan, and the number one title in the market overall. Other priorities include Thomas the Tank Engine magazine, with Siobhan commenting: “We have successfully published Thomas for more than 30 years, and with continued investment in the brand, it goes from strength to strength.”

Sustainability, as in other sectors, is now a major focus, and listening to consumers and what they want in this area is key. Siobhan continues: “Our research suggests that parents’ concern regarding sustainability is not necessarily about the materials used, but more about the quality. They want covermounted toys which are good quality, have longevity and deliver play value. While we are committed to reducing our use of plastic where we can, we are focused on improving the durability and play value of our covermounted toys.

“Alongside other publishers, we have invested in Recycle to Read, an ambitious programme designed to make toy recycling easier while supporting schools and reading.”

So what ingredients does a successful preschool book or magazine need? Little Brother Books’ Matthew adds: “Simply put, it needs to capture parents’ attention with brands and titles that they know their kids will love. Then we need to make the content as fun and engaging as possible for kids to enjoy.”

Story House Egmont’s Siobhan offers: “Firstly, great characters which are known and loved by children. Secondly, engaging content which primarily entertains but also supports early learning. And thirdly, a good quality toy which is designed to be used repeatedly, enriches the content and supports child development through the power of play.”

Redan’s Julie expands on this, saying: “The chance to win exciting prizes through competitions and the opportunity to get in touch and be a part of the magazine on the club pages. We have to market to both children and parents so having trusted content is also key.”

Sweet Cherry’s Maya concludes: “Making books that are easy to read, accessible and offer added value are the most important ingredients. They should always embody the essence of both the brand and the age of the reader and should, of course, offer a little magic, too.”

Left: Redan Publishing picked up The Eco Award at the Progressive Preschool Awards 2022 for its Fun To Learn Peppa Pig Bag o’ Fun Magazine.

Below: PAW Patrol and Thomas the Tank Engine are priorities for Story House Egmont in 2023.

Right: Babies Laugh… is a new series from Macmillan’s Campbell Books, while licensed titles such as Odo continue to prove popular. Below: New CoComelon and World of Dinosaurs publishing is planned from Little Brother Books.

SMALL

SANCTUARIES

Decorating a nursery, or creating a preschool bedroom can be tricky to get right. The room needs to be functional, while also creating a trend-led and comfortable space, so products need to cover a range of features.

Tom Lloyd, ceo of Bloomsbury Mill, tells PPS: “Decorating your child’s bedroom can sometimes be tricky as on one hand, the design should reflect your child’s evergrowing personality and interests, but on the other hand, the décor should be timeless enough to offer longevity.”

There are also trends to take into consideration. A spokesperson at Boori explains: “Neutral nurseries remain popular, and we don’t think they will ever fade out of fashion.

We’re seeing families use beige, cream and white hues for the larger details (such as walls, furniture), with texture and splashes of colour being added in sparingly using mobiles, ceiling hangings, wallpaper and other accessories.

“At the other end of the spectrum, we’re seeing bolder baby nurseries

starting to emerge, either through bright colours or a distinctly darker palette. To sit alongside these schemes, families have been opting for white nursery furniture to create a bright contrast to the décor or dark browns.”

Dawn Pottier, founder of Lulujo, furthers: “We love seeing beautiful boho prints and colours and find parents are choosing gender-free designs for their children’s rooms.”

Creating a nursery for a baby or a room for a growing preschooler is something of a rite of passage for parents, who must ensure products are safe, stylish and durable. PPS finds out what the latest trends are and how the sector is faring during the challenging economic environment.

Right: There are new collections coming from Dreamtex for Bluey including Christmas and Halloween ranges. Far right: Lulujo has created options to offer its high quality swaddles at lower price points by making changes to things like packaging.

Inset: Traditional furniture from Ickle Bubba is being mixed with personality inspired accessories.

NURSERY ROOM ESSENTIALS

INFANTINO

Infantino introduces the 2-in-1 Musical Soother & Night Light Projector, bringing a stary night sky and soothing sounds to bedtime, promising to send littles ones into the land of nod in no time. Suitable from birth, the friendly fox not only looks super cute, but will gently project a colourful light display on the walls and ceiling, while also playing a selection of calming sounds. Creating the prettiest display around any nursery, the gentle movement of the fox’s tail brings motion to the light projection, creating visual interest and promoting eye tracking and focus.

Email: nivi@infantino.com www.infantino.com

RED KITE BABY

The stylish Cosysleep provides both crib and co-sleeper functions and will look fabulous in any home setting. Drop side features enable bedside sleeping which not only helps develop a strong bond with baby, but allows peace of mind for parents knowing baby is safely asleep next to them. It is fully adjustable to suit different bed heights when using the supplied fitting straps and also features an adjustable incline to allow a tilt position.

Tel: 01454 326555

www.redkitebaby.com

PABOBO

Celebrating 20 years of peaceful nights wordwide and millions of happy families, Pabobo by Angelcare, combines elegant yet refined designs with advanced gameplay and ease of use. Pabobo introduces three ranges to promote good sleep – night lights which offer a gentle glow to see in the dark; soother and sleep aids which support the best bedtime routines and sleeptrainers which help teach toddlers the time and help them sleep for longer.

Email: marketingUK@ angelcaregroup.com

www.angelcarebaby.com

JOIE

Parents can sleep soundly at night with little one close by, whether they are at home or on their travels, with the new roomie go from Joie. This easy to fold, bedside sleeper is a portable powerhouse that will let parents and their little one sleep safely, side by side, without sharing a bed. Roomie go makes babyparent bonding a dream, as they can nestle their precious arrival in arms reach so they can easily feed, cuddle and soothe baby from the comfort of their bed. Compact and lightweight, roomie go is the perfect travel partner that is easy to carry and tucks away into small boots and cupboards.

Tel: 01889 808900

www.joiebaby.com

SNÜZ

Snüz, the iconic sleep brand behind the bestselling SnüzPod, is thrilled to unveil the SnüzBaskit. Bringing traditional comfort and portability into the modern world, the SnüzBaskit is a Moses Basket reinvented, making it bigger, stronger, and more breathable, than traditional Moses Baskets. 45% larger than a normal Moses Basket, the SnüzBaskit is suitable from birth – to six months. It also introduces KinderFelt; a stylish and soft to touch material that not only gives the Moses Basket a contemporary look but is certified free from over 100 harmful substances. It’s made from 100% recycled materials and is also quieter and lighter than traditional wicker and maize baskets.

Tel: 01789 734022

www.littlegreensheep.co.uk

Chloe Scott, head of design at Green Sheep Group, agrees: “Neutral colours and natural materials go hand in hand to create a calm and cosy environment. Whilst neutrals are still very much the foundation trend, we are seeing an increasing level of depth and detail through layering and textures. Curves and arches are also starting to come through adding a softness to the overall space.”

For furniture, there is certainly a market for more traditional styles, however, as Dominique Fennell, senior product manager at Ickle Bubba, outlines: “We continue to see our customers favouring traditional décor in the majority, with some leaning towards a more contemporary style. However, trends across our community show they are then mixing this with more personality inspired accessories, like bedding, wall hangings etc, to give a personal twist on their furniture.”

As with many sectors of the preschool market, nursery and room décor has fared well during the economic challenges. Anthony Duckworth, md of Dreamtex, says: “There was certainly a slowdown in the market in March 2022 when the realisation that household bills

IN CHARACTER

For older preschooler bedrooms, licensed ranges are popular. Anthony tells us: “Bluey has certainly proved itself to be a strong player in this sector. We have seen great demand from our customers which has enabled us to launch several exclusive ranges throughout retail. This year we will be extending the range into more bedroom and home décor products.

“A brand new licence breaking through into the preschool world is Gabby’s Dollhouse and we are quickly working on ranges to support retail demand.

“The popularity of our new coverless product can’t be ignored. It is a lightweight duvet cover that is perfect for the bedroom and camping. Bluey, Hey Duggee and Jurassic World are all available now.”

were going to rise in the way they have done, as well as the impact that inflation had on the family budget.

“However, in the mediumterm, we have seen a resilience to products aimed at children which are continuing to sell well. The most popular (licensed) characters continue to perform as long as the product offers value for money and serves a purpose. As a business we need to be agile and respond to a change in the market both in terms of buying the right stock and making sure we are clear of slow-moving stock items.”

Tom sees sustainability as a key to flourishing during this period:

“Consumers will be making decisions where to allocate their spend, so to be relevant, the brands that will thrive are those ones that can offer sustainable products with attractive designs at an affordable price.”

Longevity in products is key for Green Sheep Group when riding the cost-of-living crisis storm. Paul Maurice, founder and product director, comments: “It is hard for anyone to predict consumer behaviour in times of such uncertainty. That being said, we know how much value parents place on providing the very best for their little ones, so we expect them to still place creating the perfect nursery at the top of their priorities list.

“Parents often will spend the same amount but demand better value, e.g. better quality, longevity or multi-use for their spend.”

Alongside value, consumers have more tick boxes when it comes to bedroom purchases. Dominique continues: “Functionality, price and quality are the most important things to our customers, alongside these, we add a dash of style.”

Dawn adds: “Today’s mums want it all; products that function well, quality that will stand the test of time, a good price point, textiles and prints that are on-trend, as well as to support brands that have a heart and soul, are women-led, and sustainable. We’re doing out best to check all the boxes.”

For more products which tick the boxes, turn to our new products section.

Right: Some of Boori’s latest launches include the Neat Single Bed and Bunk Bed, the Forest Teepee Single Bed and this Tidy Toy Cabinet.

Below: This year Bloomsbury Mill will launch summer 1 tog sleep bags in the bestselling jungle print, along with an organic sheet range and a gifting collection.

Below right: The Snüzfino furniture range brings an arched canopy into the cot bed space, offering a den-like space.

Lilliputiens creations are full of unexpected details and activities, a constant source of wonder, discovering and learning.

Lilliputiens creations are full of unexpected details and activities, a constant source of wonder, discovering and learning.

Juratoys UK Ltd. Tel: 0208 878 2133 E: sales@juratoys.co.uk

Juratoys UK Ltd. Tel: 0208 878 2133 E: sales@juratoys.co.uk

Clive Wooster, UK country manager at Geomagworld, talks adapting to each and every change in the industry and running with it and getting Geomag into thousands of UK homes.

“BE STRAIGHT, DO WHAT YOU PROMISE AND WORK HARD”

HOW LONG HAVE YOU BEEN AT GEOMAG?

Seven years now.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

It wouldn't be just mine, but getting Geomag into thousands of UK homes every year.

FAVOURITE PART OF YOUR JOB?

Working with customers - I still love the chase!

WHO IS THE UNSUNG HERO OF THE COMPANY?

My Golden Labrador, Finlay, who sits in my office most days listening to me waffle on.

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

Be straight, do what you promise and work hard. It seems so simple, but not everybody does.

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

You can't take volumes for granted - margin has to be strong, too.

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

The relationship with buyers has diminished somewhat to, I would say, the detriment of both sides of the business.

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

I'm not sure you can control these things… in my career it’s been a case of adapting to each and every change and running with it. The world doesn't stop moving - you have to keep up with it.

Left: Clive Wooster.

“ You can’t take volumes for granted – margin has to be strong, too. ”

Above: Magicube has proved a strong seller in the preschool space.

Fun Toys for Girls & Boys

WHAT’S NEW NEW

BABYBJÖRN

BabyBjörn is introducing newness to its popular kitchen assortment; a sturdy plate with three sections. It will be available in blue, green, pink and a new versatile, modern and stylish grey, which will be seen across the entire range. The divided plate is perfect for even the most selective toddlers who don’t like their food touching. It helps parents introduce different foods and textures in one sitting as it helps little ones visualise, learn and explore one taste at a time. The new divided plate is ergonomically designed to encourage self-feeding and makes a great complement to BabyBjörn’s existing kitchenware for little foodies.

Tel: + 46(0)10 1389272 www.babybjorn.co.uk

NUNA

Nuna’s PIPA urbn is the only baseless infant car seat with a built-in ISOFIX system that is seamlessly integrated into the car seat, enabling it to install in seconds into taxis and cars and weighs in at an ultralight 3.3 kg. The PIPA urbn is super-portable and features a one-handed vehicle and pushchair release for effortless transfers, making it the most genius way of travelling around town with baby. It’s equipped with a three-point harness and Side Impact Protection (SIP) for ultimate baby safekeeping, and a Merino wool headrest and body insert that support growing babies.

Tel: 0800 9520062

www.nunababy.eu/uk

CHEEKY RASCALS

Cheeky Rascals is delighted to unveil a brand-new food prep innovation as it launches the BabyBrezza Food Maker Deluxe, the only food maker with a built in handy 3-in-1 functionality that will automatically ‘Steam and Blend’, or ‘Steam Only’ and ‘Blend Only’ homemade baby food, with the press of one button. The cleverly designed kitchen gadget is sure to be a hit as it seamlessly aids parents as they embark on the weaning process. The unique twelve-piece system not only prepares the food it also serves and even stores baby food as the machine comes with three reusable food pouches and filling funnels.

Tel: 01730 895761

www.cheekyrascals.co.uk

RAINBOW DESIGNS

This summer, Rainbow Designs’ exciting new distribution range, Animal Adventure soft toy Collection, will be available in the UK. The patented Safe & Soft Collection features My First and Baby Comfort Toys, specially created with antibacterial and hypoallergenic materials, for the ultimate hygiene protection. The Animal Adventure Cuddles Collection includes the Little Luxuries Plush, Puppy Pals, Dangle Bears, Dinoriffics, Barnyard Buddies, Puddle Jumpers Plush and the squishy Squeeze with Love Collection, featuring the Little Dumplings.

Tel: 01329 227300

www.rainbowdesigns.co.uk

JANOD

Launching a brand new collection, iconic French toy brand Janod is delighted to introduce the Dino range. Guaranteeing endless amounts of fun and bursting with the cutest prehistoric characters, the collection includes more than 15 engaging and truly stunning toys, games, and puzzles. Designed in a stylish, contemporary, and unisex colour palette, parents will love the collection as much as their children will.

Tel: 0208 8782133

www.janod.com

WHAT’S NEW

HALILIT

Get ready for a playtime adventure with Halilit’s XL highquality Urban Garden waterproof foam playmat. Featuring two aesthetical designs, parents can switch up the look from a baby-friendly urban garden to a modern decor print in no time. The foam mat is easy to clean, fold and transport, making it perfect for both indoor and outdoor play. There is also a bonus double-sided baby book for two developmental stages for tummy time, playtime, and inside the pram.

Tel: 01254 872454

www.halilit.co.uk

ETTA LOVES

With its innovative approach to baby essentials, Etta Loves is now launching its very first range of bath toys.  With a fun, underwater theme, each toy is hand painted on one side with raised features on the reverse, for a physical sensory experience as well as a visual one. The high contrast black, white and yellow colours will engage even the youngest of bathers. Made from 100% natural rubber, they are as good for chewing as they are for water play. They are also fully sealed so no nasties can get in.

Tel: 07792 443731

www.ettaloves.com

KALOO

Kaloo, the experts in the most charming soft toys and comforters, is delighted to offer the ideal keepsake gift for any new arrival, birthday or special occasion; the iconic and truly adorable Lapinoo rabbits. Hopping into homes just in time for spring, the precious bunnies are available in a range of six muted colours, fitting perfectly in any nursery or playroom and sure to become little one’s favourite companion.

Tel: 0208 8782133

www.kaloo.com

INFANTINO

Infantino is thrilled to be launching yet another brilliant product into its ever-growing range of trusted products. Introducing the 3-in-1 Sounds & Lights Soothing Pal. This cuddly Seal, has a multitude of sleepy features and is sure to be baby’s bestie when it comes to getting some shut eye. Offering the ultimate comfort before bedtime or naptime, the lovable pal offers 20 minutes of soft music across a choice of eight lullabies. The 3-in-1 Sounds & Lights Soothing Pal, also has five different white noises options, including soothing water, heartbeats, raindrops, nature sounds and even ocean waves.

Email: nivi@infantino.com www.uk.infantino.com

SMARTGAMES

Safari Park Jr from SmartGames is the perfect combination between a shape sorter and puzzle game, bringing together some iconic safari animals that love to have their photo taken. Suitable for ages three years and upwards, the aim of the game is to position the figurines into the picture-perfect shot. It’s not as easy as it sounds though as players must remember that lions don’t like water, elephants can’t climb over the rocks and giraffes are too tall to fit underneath the trees. So, players need to take on the challenge to get the animals in the best position for the photo.

Tel: 01903 885669

www.smarttoysandgames.co.uk

BEST SELLERS

At the moment and of all-time, car seats are Daisy Tree’s best-selling products. “They are the backbone of the business.”

DAISY TREE BABY BOUTIQUE IN NUMBERS

A STORMY YEAR

Claire explains: “Last year was a year of great challenges and also great growth. The weather can really affect us up here and the combination of storms and snow can and does affect footfall. Overall though, we are on the up.”

ONLINE VS BRICKS

“I would say the split is 90% in-store sales to 10% online. The website has huge potential, it’s just knowing how to get it noticed on Google.”

OLD AND NEW FRIENDS

Our longest-term supplier is The Little Green Sheep and our newest supplier is Lily and Sid.

Opened in 2017 in Aberdeenshire, Daisy Tree Baby Boutique combines owner, Claire Caborn’s two passions – preschool education and helping others. Helping parents with advice and knowledge throughout, Claire has sourced a wide range of ethical, sustainable, organic and Fair Trade preschool products for her ‘wee shop’.

IN NUMBERS

• “In my team, there’s just me, myself and I.”

• “The average spend per customer is £85.58.”

• “One box just arrived in my latest delivery.”

• “I refresh the window display every two months.”

• “My shop is a tardis. It looks very small from the outside, but goes quite a long way back. It has four rooms in it.”

SHOP LOCAL

“There is definitely a move to support local and independent retailers. Our village has a lovely selection of independent shops and the high street is very well supported.”

“Current trends for us have to be wooden toys. They are always so popular. There is a real shift towards sustainable toys at the moment.”

“Reusable nappies used to be really popular for us but there appears to have been a decline recently” ON THE WAY

UP ON THE WAY OUT

BEING SOCIAL

“Social media is important. It has become a way of life now. I think most people have some form of social media, so running a business without it might be a risky strategy. I’m tempted though as it’s really not my thing.”

MY HERO!

“We have three stand out products at the moment, which are the Besafe Stretch, Britax Kidfix i-Size and Axkid anything at all.”

Above: Car seats are the store’s best selling lines.

Above: The bright window display is changed six times a year.

Inset: Daisy Tree Baby Boutique stocks a wide range of pushchairs.

Above: Wooden and sustainable toy sales are strong currently.