Progressive Preschool March/April 2024

While the start of the year is a whirlwind of trade fairs and activity, with the industry clocking up the collective miles across the UK and overseas, now that we are into the second quarter of 2024, there’s a chance to take stock, examine what worked and what didn’t from the last three months and fine tune plans for the rest of the year.

Max

www.max-publishing.co.uk

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.

Speaking to executives from a wide range of sectors in this issue – from home décor and travel systems, through to publishing, toy and gift – it’s heartening to hear that confidence seems to be making a return. Many have enjoyed a solid start to 2024, with phrases coming through including “there is a lot of optimism in the business”, “we have started strong and we can only get stronger” and “a busy and eventful start to the year”.

However, we are certainly not viewing things through rose tinted glasses. Challenges remain from a supply perspective, with a number of our contributors saying that the issue around the Red Sea continues to cause delay and that managing stocks ahead of ranges launching into stores will be a challenge, while a cost impact from increases in container prices needs to be absorbed.

In the baby care market, GfK’s long running Consumer Confidence Index reported a two-point drop in February versus January, bringing it to -21. But, although negative, this is far better than the -38 recorded the same time a year ago. The market research company also highlighted ways that manufacturers could help ensure their product launches succeed including by focusing on sustainability, having clear messaging and providing affordable solutions to help attract a larger and younger consumer base.

Just like one swallow doesn’t make a summer, we can’t really judge how the year is going to pan out based on just one quarter.

What we do know is that preschool companies – whichever sector they are in – have been busy focusing on what they can control: working hard on getting innovation into their products, focusing on issues which are important to the consumer and doing all they can to get it right.

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.

ISSN 2515-8570

WITH THIS ISSUE: Ultimate Guide to Travel Systems & Car Seat Retailing

Now in its third year, our ultimate guide has gone from strength to strength in 2024. We look at the sector through the eyes of retailers, suppliers and the Baby Products Association, to ensure a wellrounded overview which covers everything retailers need to have at their fingertips.

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

P r is published by preschool sector experts, for preschool trade experts.

For the latest news visit PreschoolNews.net

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

Above: Peppa and George were among the visitors to Toy Fair at London’s Olympia who used the Progressive Preschool-branded ‘you are here’ boards.

21st - 23rd May 2024

Toymaster would like to invite all independent bricks and mortar Toy and Model Retailers, both in the UK and Ireland, to attend the 2024 May Show.

Over 100 Suppliers will be exhibiting at the Majestic Hotel, Harrogate, on the 21st - 23rd May and we hope you are able to join us in making the most of the opportunities o ered.

For more details and to register online, please use the following link:

toymastermayshow.co.uk

Rob Willis robw@max-publishing.co.uk

Jo Cassidy joc@max-publishing.co.uk

Samantha Loveday saml@max-publishing.co.uk

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

Gary Freeman

TOP STORY

BPA announces restructure, Robert Anslow resigns

The UK’s trade association for the baby products industry has announced the resignation of its managing director, Robert Anslow, and a complete management restructure.

Marc Hardenberg, chair of the Baby Products Association, explained: “Robert has been an important figurehead for the Association for

many years and has contributed hugely not just to the organisation, but to the nursery industry as a whole. We are hugely grateful for his valuable input and wish him all the very best for the future.”

Going forward, the Association’s executive committee will take on more of a hands on role creating a management team to assist in the

day-to-day running of the association. Julie Milne, who has worked with the BPA for many years, has been appointed to a new position of general manager and will continue to be the first port of call for members and industry partners alike.

The Association’s new management team consists of Julie Milne (general manager), Marc Hardenberg (chair),

Ravensburger launches new Play+ infant and toddler range

Ravensburger has given the trade a first look at Play+, a new infant & toddler toy and book collection set to launch in the UK and Republic of Ireland in September.

The range comprises over 30 items and is suitable for children from 0 to 36 months.

The Play+ brand campaign message, ‘It all starts with play’, celebrates the importance of play in early years development and each item in the collection has been extensively researched to foster the natural curiosity in young children that can lead to big discoveries.

The development of the collection is the consolidation of more than 100 years of expertise from Ravensburger, research among parents and consultations with experts in a variety of fields. As the brand name suggests, Play+ offers captivating fun while introducing developmental opportunities and all-important practical features that parents called for during research.

Dr Zoe Williams, who makes regular appearances as a resident GP on ITV’s This Morning and is parent to two year old son, Lisbon, attended Toy Fair in January to support the launch.

“The early years are bursting with discoveries for little ones, almost every moment of every day,” she commented. “Play is the key way that children begin to develop so many of the vital skills they’ll need growing up, and the Play+ collection is packed with engaging details that will not only keep them giggling and having fun but all the while, they’ll also be taking steps towards developmental milestones.

“I love the combination of toys and books in the one collection, giving so many opportunities to enjoy time together, and the practical features like tear-proof, chewable pages in the books, or easy-clean fabrics and multifunctionality in the toys are a real plus for parents.”

Long established as a leading children’s board book publisher in Germany, Play+ brings the first Ravensburger book offering to be available in the UK and Republic of Ireland. Toyetic touches integrated into the book series’, such as rattles, sliders and pop-its, aim to create an engaging and interactive experience, providing a complementary fit alongside the toys.

The range features animal theming throughout, with products including a 4-in-1 Colour & Shape Sorter

Chameleon, Push & Listen Roly Poly Capybara, 3-in-1 Stacking Cups Bird’s Nest, Flip & Pop book series and Search & Shine book series.

Katy Fletcher, Ravensburger UK’s head of marketing and product development, commented: “We have received a great response to our new Play+ range; we have loved having Dr Zoe Williams on board to support our launch campaign for the brand, and there is lots more to come throughout the year.”

For the latest news visit PreschoolNews.net

Above: Dr Zoe Williams is supporting the launch campaign for the Play+ brand.

KEEPING YOU UP TO DATE WITH THE LATEST STORIES

Phil Howe (vice chair), Rachelle Harel (treasurer) and Christine Scippo (membership & marketing).

The Baby Products Association’s current executive committee consists of: Marc Hardenberg (Majuma); Phil Howe (Peg Perego); Rachelle Harel (RH Sales & Marketing); Luke Burns (Columbus Trading); Andy Crane (BabyStyle); Sonia Kelly (Mamas & Papas); Richard Bamforth (UPPAbaby UK); Grainne Kelly (Bubblebum); Mike Chapman (East Coast); Helen Robinson (Hauck Group), Selina Russell (Cheeky Rascals) and Mitch Levene (Green Sheep Group).

Marc continues: “The restructuring

of the Baby Products Association offers the opportunity to revitalise its position in the industry. We remain committed to ensuring the safety of children and will continue to help shape the future of safety standards and lobby for change in support of the industry. However, we also hope to diversify and grow our membership by opening up new avenues to industry partners such as service providers, retailers and agencies.

“In coming months we will be formulating new opportunities and welcome input from potential industry partners who would like to get involved.”

Harrogate International Nursery Fair opens for bookings

Exhibition space for UK nursery trade show, Harrogate International Nursery Fair, is now open for general sale.

The show takes place from 13-15 October, 2024, and the organiser has confirmed that over 85% of space in the first four halls has already been re-booked by previous exhibitors, so any companies wishing to participate in this year’s show are advised to book as soon as possible.

Adrian Sneyd, show organiser, commented: “We believe in looking after our previous years exhibitors by giving them the priority opportunity to secure their space again, (or request a new position) and before we open up for general sale. This year, take up has surpassed even that of last year with the majority already confirming their return for the 2024 show: reaffirming again the popularity and support from the industry of a UK autumn event.

BTL Diffusion is one of the exhibitors which has confirmed its 2024 return. Graeme Hargreaves said: “The show had great support from UK retailers, and we had a very positive response to our New Home collection in particular. Of course, we will be back in 2024.”

“We anticipate that the remaining available space in the first four halls will be snapped up very quickly now before we then open the next hall for further expansion. I know it may seem a long way ahead, but if people are hoping to exhibit in the autumn, I would recommend not leaving their booking too long to in order to get their preferred location.”

including prices and booking forms are available on the website – www.nurseryfair. com. Alternatively, contact Adrian on 01902 880906, or email adrian@ nurseryfair.com.

Cosatto unveils the ‘ultimate’ flagship pram, the Wow 3

Cosatto has taken the wraps off what it describes as the ‘ultimate flagship pram’ and the system for all seasons and lifestyles.

The Wow 3 is an allterrain trekker which folds easily with the seat unit attached in both directions, making it super convenient for parents when travelling and storing at home.

The carrycot is also suitable for occasional overnight sleeping due to its superior ventilation, while the ergonomic one-hand release system means that it can be easily removed from the chassis without disturbing the baby.

Designed with parent-focused

functionality, it has an easily adjustable harness and a helpful magnetic buckle.

It features Cosatto’s signature sensory hood and comes in several designs including the new Doodle Days and Masquerade.

It also has shock absorbing suspension, deep tread punctureproofing tyres, a large shopping basket which carries up to 10kg and an extendable pop-out sun visor with UPF100+ protection.

For the latest news visit PreschoolNews.net

Right: Adrian Sneyd, show organiser.

Above: The Association now has a new management team following the resignation of long-time md Robert Anslow.

Inset: The Wow 3 is an all-terrain trekker.

13th - 15th October 2024

Email: adrian@nurseryfair.com

Tel: +44 (0) 1902

880906

www.nurseryfair.com

Book today to exhibit at the UK’s ONLY baby trade show!

Meet retailers and buyers from small independent shops to large department store chains.

Exhibitor applications now open for Toy Fair 2025

Exhibitor applications for Toy Fair 2025 are now open via the Toy Fair website. Organised by the British Toy & Hobby Association, Toy Fair will return to Olympia London between the 21-23 January 2025, occupying the Grand, National and Upper West Halls.

Exhibitors can choose from three stand packages: space-only, shell scheme and the economy package in the ‘Gold Zone’ - a hub of stands for smaller, and upand-coming companies, formerly known as The Greenhouse.

Exhibitors which pay a 25% deposit by 26 April 2024 will benefit from a 3% early booking discount applied to their balance invoice.

Toy Fair celebrated a sold out show for its 70th anniversary in January 2024, and the team is looking forward to creating another buoyant show for the industry in 2025.

Jacqueline Taylor-Foo, general manager UK & Ireland at Jumbo Group, commented: “GALT UK will 100% be returning to London Toy Fair in 2025. We really value this opportunity to meet with the widest selection of buyers across the industry combined with showcasing our best sellers and new launches for the upcoming year. It’s a calendar highlight as a team event; a chance to thank our customers for supporting us in the previous year and we simultaneously find ourselves welcoming a good selection of

new customers every year as well. We’ve been attending for over 40 years and as the company and trade evolves, we intend to keep going for as long as it does.”

Majen Immink, head of Toy Fair, added: “Toy Fair 2024 was a great celebration of not just 70 years of the show, but also of our exhibitors and visitors who continue to support the show and make it a vibrant and enjoyable experience for all involved. We can’t wait to welcome everyone back through the doors of Olympia for 2025, to kickstart the business year. We have already been inundated with exhibitor enquiries for 2025 so I’d encourage anyone wanting to exhibit to get their applications in early to avoid disappointment.”

Learning Resources confirms leadership succession plan

Learning Resources has revealed its leadership succession plan, with Simon Tomlinson being named managing director.

Simon – who is currently chief operating officer – will succeed Dennis Blackmore in the role. Dennis will continue involvement with the company with special responsibility for product and licensing. The changes will become effective from 1 May 2024.

Dennis started the company in King’s Lynn in 1994 for Learning Resources, Inc. of Vernon Hills, Illinois USA, initially selling the company’s educational toys and learning aids into the education market in the UK and Europe. He successfully expanded sales into the Middle East, Africa

and India and guided the company into the toy market, most recently winning the master toy licence for the Numberblocks brand.

The company now has 50 employees, and customers in more than 60 countries.

Simon joined the company in 2017 as head of marketing and held roles such as commercial director and most recently coo. In his time with

the company, he has overseen the development of marketing and sales strategies, increased the company’s retail footprint and played a key role in shaping the growth trajectory.

“I am incredibly proud to be offered the opportunity to lead a great team of people into the next chapter of Learning Resources and am determined to continue our rapid growth in the toy industry,” commented Simon.

“This is an exciting next step in our company’s journey,” added Dennis. “I look forward to watching the company grow under Simon’s leadership, and believe the future is bright for our brands and our team.”

For the latest news visit PreschoolNews.net

Left: Dennis Blackmore (left) and Simon Tomlinson, who will become md from 1 May.

A HUGE THANK YOU TO ALL OUR EXHIBITORS AND VISITORS WHO ATTENDED TO HELP CELEBRATE THE SHOW’S 70TH ANNIVERSARY AND HELPED MAKE TOY FAIR 2024 SUCH A BIG SUCCESS. TOY FAIR 2025 will take place from the 21st-23rd January 2025 at Olympia London. Exhibitor applications for TOY FAIR 2025 will open in March on the Toy Fair website www.toyfair.co.uk

Toy Industries of Europe urges EU to better target dishonest toy traders

Toy Industries of Europe wants the EU to do better when it comes to targeting dishonest toy traders which ignore safety rules.

With dishonest toy traders continuing to flout current EU safety rules, only reputable toymakers will bear the brunt of the stricter new Toy Safety Regulation.

The 2023 EU Safety Gate report which flags dangerous products sold in the EU, puts toys in second place behind cosmetics – 467 notifications were made about toys, down from 511 in 2022.

Again this year an overwhelming percentage – over 97% – of toy alerts concern traders which have no connection with reputable brands or reputable retailers. Toys from reliable manufacturers, the lion’s share of toys sold in the EU, are safe.

Toy Industries of Europe’s own analysis shows that dangerous levels of phthalates – a substance used to

soften plastics – and the risk of choking from small parts are the recurring issues. This is due to non-compliance with long-standing EU rules.

“A new, even stricter, Toy Safety Regulation is incoming,” commented Catherine Van Reeth, director general at TIE. “Complying with the new rules is an extra investment that only reputable toy manufacturers will make. We are likely to end up with a situation where – thanks to unfair competition – sales of dishonest traders are actually given a boost by the new safety rules.”

TIE is calling for better targeting of dishonest traders which would include: better enforcing of existing rules – market surveillance and customs authorities, with the resources they have, are helpless against the avalanche of products entering the

StationeryNews.net officially launches

March marked the launch of the newest digital publication in the Max Publishing stable, StationeryNews.net.

Previously known as StationeryMatters.news, there’s a new website and twice-weekly e-newsletters from the team of Michelle Urquhart, Tracey Bearton, Samantha Loveday and Jakki Brown, featuring hot-off-the-press news, interviews, commentary, trend analysis and much more – all delivered directly to over 15,000 inboxes.

StationeryNews.net is the latest digital news platform from Max Publishing, the new owner of

London Stationery Show, now a sister trade fair to the speciality greeting card event PG Live.

StationeryNews.net will be written and curated by Michelle, an experienced business journalist who has spent many years in markets including greetings, brand and character licensing, housewares, and kids’ products, while Tracey is now editor of the accompanying Stationery Matters magazine, as well as working with PG Buzz and Progressive Greetings.

In tandem with StationeryNews. net’s regular doses of news and views, launching prior to the London

market. Increasing their resources will make them much more effective. Those who wilfully break the rules must face prohibitive sanctions.

Making online marketplaces act more responsibly – often, the unsafe toys reach the EU consumer through third-party sellers on online marketplaces.

Online marketplaces should help to protect consumers by: Rapidly removing listings of products identified as dangerous; searching and removing duplicates of those products; properly notifying buyers; proactively screening sellers; and banning sellers when necessary.

The policymakers revising the EU toy safety rules should take the opportunity to close the loophole in EU rules. Currently, there is no party responsible for unsafe toys sold through online intermediaries when the seller is not based in the EU. The new Toy Safety Regulation could ensure that the sale’s facilitator is responsible.

Stationery Show at Islington’s Business Design Centre over Tuesday and Wednesday, 14-15 May, will be a revamped Stationery Matters magazine.

The publication will include industry developments, retailer insights, product features, topical discussion articles as well as coverage about the London Stationery Show.

Preschool companies with any related stationery news can contact Michelle on michelleu@maxpublishing.co.uk. To find out more about advertising and sponsorship opportunities contact Chantelle White on chantellew@max-publishing.co.uk.

For the latest news visit PreschoolNews.net

Growth potential meets go potential with this driver of your dreams is perfection in action with tons of ways to use and fun ways to fold.

GfK’s Emma Wade reviews last year’s Baby Care market performance, and peeks at progress at the start of 2024.

REVIEWING 2024 MARKET PERFORMANCE TO DATE

After a gradual improvement in consumer confidence towards the end of 2023, GfK’s long-running Consumer Confidence Index reported a two-point drop in February versus January, bringing it to -21. Although negative, this is far better than the -38 recorded the same time a year ago. Consumers are feeling far more positive about their personal financial situation over the next 12 months. For the Baby Care market, consumer confidence is important – but of course, so is the birth rate. This has been steadily declining in England and Wales for the last few years and looks set to continue.

HOW WAS 2023?

The full year 2023 saw the Baby Care market stable in terms of value but in decline by volume, reflecting birth rate trends. In value terms, the market was up 1% compared to 2022. Strollers

were the biggest contributor as they continued to recover from the impact of the pandemic. Sales ended the year at +6% versus 2022. Baby Bottles also saw a positive value at +5%. Car Seats remained stable at +1%.

However, volume in 2023 was down 11% compared to 2022. All areas within Baby Care saw declines except Strollers. Both online and in-store saw small value growth over 2023, and both posted volume declines, with the drop for in-store more significant - down 12% compared to 2022. However, in-store remains the popular channel when it comes to volume.

GfK’s data also shows that the amount purchased with a discount increased back to 2018/2019 levels. This reflects the impact of the cost-of-living crisis as some consumers waited for a discount to buy.

HOW IS 2024 LOOKING?

So far January 2024 data is tracking the trend identified in

2023, as value is up 1% while volume is down 8%. However, the biggest difference seen so far this year is that Stroller volume growth is negative 3%, which could signal the end of the recovery period for this market segment. Online value fell 2% in January when compared with the same period in 2023. In-store trends continued similarly to 2023.

For January 2024, volume sales brought on promotion is similar to trends reported in 2023, returning to pre-Covid levels for most product areas.

One trend on the rise is polarisation, meaning that during recessions and cost-of-living crises, consumers either buy the most affordable product possible or save to buy a premium product. Across most product areas in Baby Care this trend is continuing. However, consumers are moving away from the super-premium end of the market (where prices are 200% of the average price) to the premium end (130%-200% of the average price). The more affordable area also continues to grow (50% of the average price).

OUTLOOK FOR 2024

2024 will likely be another year of declines in the Baby Care market. Manufacturers will need to ensure their product launches succeed by introducing innovations that truly resonate with consumers' needs and wants. For those focusing on sustainability, having clear messaging and providing affordable solutions will help attract a larger and younger consumer base.

A very famous brand expert - who will remain nameless - once said that children can make their brand preferences known as early as three and become brand loyal. What utter nonsense, says Gary Pope, director at KI. It happens so much earlier than that. The first signs of brand loyalty are actually the emergence of fandom.

BUILDING FAMILY CONNECTIONS

Over the last six years, we’ve been developing and refining The Fandom Model, a tool for defining how well a brand is connecting with fans, identifying gaps in fan connection, and then providing tactics and strategies to plug those gaps.

We decided to find out exactly how young fandom could be said to have started.

Here’s what we did…

We recruited 12 six month old babies. Half of them were exposed to lots of Winnie the Pooh products: lampshades, plush, books, wallpaper - whatever we could get our hands on (except for paper cups, plates and serviettes).

The other half we gave nothing. Not even a soother.

We left the babies with or without Winnie the Pooh for six months, and then we came back and did our testing.

We went to a well-known retailer with the now one year old babies and their parents. The babies sat in the seats that perch on shopping trolleys, and we cruised around the aisles with them.

But all was not as it seemed. For the purpose of our research, we’d deliberately set up a shelf at eye level (if you’re perched in one of those baby seats) full of Winnie the Pooh branded paper goods that they hadn’t seen before.

We slowed right down as we passed the Pooh-laden fixture to make sure the babies all saw what was going on - and if needed, we prompted them to look in that direction a little.

Guess what happened? Yes, of course, they did. The babies

who had been exposed to copious amounts of Pooh made very clear their love of Hundred Acre Wood. These are preverbal children, but of course they can certainly make their preferences known, and they did with much pointing and excited cries.

And those who had been denied the joys of Hundred Acre Wood just rode on by.

They became fans because it was part of their daily routine, it gave them comfort, it was familiar, the brand was introduced by their parents and it made them feel safe. In a small but meaningful way, Winnie the Pooh had become part of their identity. And that is the very essence of being a fan.

The babies were able to recall the imagery because they had made positive memories.

Just a few years ago we thought of fandom as being expressed on the terraces of a sports stadium or perhaps inside the geeky walls of a comic shop. But no more. Fandom is the thing that separates a successful kid’s brand from an unsuccessful one.

In this age of audience fragmentation, understanding your fans has never been more critical. The market is more saturated, and there is more access than there has ever been - there are literally thousands of preschool entertainment brands targeting this very important consumer group.

A month or so ago, we undertook a wide-ranging global study to further augment The Fandom Model, speaking to over 5,000 families.

It again demonstrated that being a fan isn't just wanting to watch PAW Patrol again and again, it’s

much richer than that. Our research showed that the children express their fandoms in many ways - yes, 39% of preschoolers actively share their love of their brand with their family and friends - that’s to be expected, but 29% of children are engaging at such a level that they want to know every little detail. 30% also proactively want to know the latest information about the thing that they are a fan of. Preschoolers enquiring when new episodes are released or when that experiential activation is going to happen.

Building a preschool brand today is not about getting it on TV. It is about meeting the audience where they are. The average family has 6.1 devices that are accessible to the children, and these are loaded with an average of 5.1 subscriptions. The telling stat is that the average number of devices owned, not used, owned by a child is 3.1. 47% of parents globally say that “opportunities for me and my child to watch/play together and both have fun” through their media-led fandom experiences is the second most important thing that media can deliver for them (second only to positive role models). So is it any wonder that Bluey, with its reflection and observation of the modern family, has developed legions of fans? It’s actually not really a show for preschoolers at all. And I am only half joking.

Building fandom for preschoolers is about building family connections. Parents want to engage with their children’s choices and preschoolers want to participate with their parents in experiencing those choices.

The upshot is that if you want your preschool brand to break through, there is only one way to do it now. You have to deliver for both the parent and child.

Above: Gary Pope.

It was the highest grossing app of 2023, but should brands be considering TikTok Shop specifically as part of their growth strategy? Adeline St John, director at Media Snug, tells us why investing the time and effort could be worth it.

ENTERTAIN, EDUCATE AND INSPIRE

Asmall number of brands in our industry have taken the step of including TikTok as a part of their UK social media strategy. As TikTok was the highest grossing app of 2023, if you have taken the leap, I applaud you.

With the platform on track to reach over 2.2 billion users by 2027, marketeers and brands are sitting up and taking notice of the potential revenue stream within TikTok Shop.

Of those users, Sprout Social reported that in 2023, ‘71.2% of TikTok shop users have bought something after seeing it in their feed’. If you are running the numbers in your head, you will quickly realise this presents a golden opportunity to expand your commerce strategies onto TikTok Shop.

THE GEN Z FACTOR

If you are still thinking this is a platform for kids, you are mistaken. As of 2023, 49% of TikTok Shop users are Gen Z (18-26), 36% are Millennials (27-42), 23% are Gen X (43-58), and 9% are Baby Boomers (59-77).

This makes TikTok Shop the number two platform for Gen-Z purchasers following Instagram. This shift promises to shape our future buying habits.

I had the chance to speak with Helen Davies, owner of Easytots, who was the first ungated, successful TikTok shop in the baby category in the UK. She shared her insights on the potential of TikTok Shop and how brands can harness its power for success.

A PARADIGM SHIFT IN E-COMMERCE

Helen told me that when she first launched on TikTok Shop, she immediately sold out of stock. You might think it's a nice problem to have, but this caused Helen immediate issues, as we all know, shipping stock from China takes time and planning. She said: “Launching a TikTok Shop requires a significant commitment. It's not just about uploading products and waiting for sales; it requires hours of planning and

Above: Adeline St John an understanding of the platform's dynamics. However, the effort is worth it, as TikTok Shop is the future of e-commerce, which I personally think is challenging Amazon.”

BUILDING YOUR PRESENCE

Consistency and diversity is a key strategy for success on TikTok Shop. Followers are loyal and love to see consistent live videos and consistent content. Yes, you will need to go live. As TikTok Shop offers a more interactive and community-driven experience, brands need a personality behind the camera who knows the product range well. If you invest time and effort into coming to know your audience by engaging with them, this will also help you get used to the algorithm. Followers also love shops with a diverse product range. They are more likely to stay on your live and click onto your shop and purchase.

A PERSONALISED APPROACH

TikTok Shop supports retailers in a unique way. Helen notes that “brands and retailers on TikTok Shop are assigned account managers who provide guidance and support throughout the selling process.” Additionally, TikTok will group you with other stores on the Lark platform so you can chat and help each other.

A CHANNEL FOR GROWTH

TikTok is quickly becoming an important retail platform, with a loyal fanbase, making fast purchases. So will you be adding TikTok Shop to your commerce strategy? In the Gen-Z digital age, if you are willing to invest the time and effort, TikTok Shop could be your future number one retail platform.

If you would like help creating your TikTok shop strategy, please contact us on hello@mediasnug.com.

Below: Helen Davies, owner of Easytots, had the first ungated, successful TikTok shop in the baby category in the UK.

HEADING FOR A SCORCHER?

PPS invites four leading executives – Rachael Cardy, customer relationship manager, Cosatto; Amy House, marketing manager, Baby Central; Scott Garnerbundy-Higgs, UK sales director, Trixie; and Gray Richmond, md, Maped Helix – to discuss how business is going so far in 2024, the current consumer appetite for preschool products, trends and their hot tips for the summer.

HOW HAS 2024 BEEN SO FAR FOR YOUR BUSINESS?

Rachael: “We’ve had a really busy start to 2024launching our spring/summer collection in February, featuring the third generation of our iconic travel system, the Wow 3. There’s been a lot of anticipation

and excitement in the business; we’re really proud of what Team Cosatto has achieved this year already.”

Amy: “It’s been a busy and eventful start to the year. We, like many other UK businesses, have been experiencing shipping delays due to global supply chain issues, however, despite this, we’re continuing to see strong sales growth. As a business we’re fully committed to providing our customers with innovative products from great brands, at competitive prices, whilst ensuring a great purchasing experience.

In addition to this, we’ve moved our warehousing and distribution to a new fulfilment centre to help further assist in our growth. As a brand, Dr. Brown’s continues to thrive as one of the UK’s favourite bottle brands with strong sales and demand for their wellloved and award-winning steriliser.”

Scott: “2024 has been a great success already; we are very happy with the reaction we have received to trixie. Both the UK and other territories are continuing to grow our infinite imagination and we are excited to see what is in store for the remainder of 2024. We are continuing to expand into new retail areas and excited to continue to grow our existing business in the UK. We have lots of new marketing plans and product launches planned in.”

Gray: “Well, it’s obviously early days but it’s been a

Amy House Scott Garnerbundy-Higgs Gray Richmond

Left: Cosatto launched the third generation of its travel system, the Wow 3, earlier this year.

Rachael Cardy

strong start so far. We have a large export business so much of the first part of the year has been focused on working with our distributors in exotic parts of the world such as Africa, Asia and the Caribbean to introduce our new ranges to the international markets.”

WHAT HAVE BEEN SOME OF YOUR BIGGEST SUCCESSES?

Rachael: “We were thrilled with the launch of our new SS24 collection and the reaction to both the Wow 3 and our new airplane compatible stroller - Yo!”

Amy: “As a range, WonderFold’s start to the year has been strong (despite the weather putting a dampener on family outdoor outings). We are now entering Wonderfold’s second sales year, as we introduced this market-leading, US-based brand to UK parents in March 2023. We are experiencing a purchasing lean from families who have additional needs, such as Autism. WonderFold’s wide opening, high sides and large floor space provide a safe and secure space, for children with additional needs. Additionally, it increases stability and reduces the risk of tipping, while also being roomy enough to carry essential medical equipment.”

Scott: “The trade shows, namely Top Drawer and Spring Fair, have been

pivotal in our biggest successes; we have reached new markets and lots of new customers. Our product really draws people to want to know more about the range, and of course the look and feel of our stand. I cannot continue this without giving a big shout out to our Belgium HQ which is pivotal in making sure that we are on brand and look the best.

We are also overjoyed to announce that our animal backpacks and water drinking bottles are finalists in Gift of the Year 2024 in the international category. At the heart of trixie it’s about our commitment to sparking joy and creativity in every little ones life. This is like a big thumbs up for the infinite imagination we create with our animal friends.”

Gray: “This year was particularly exciting as we exhibited at the London Toy Fair for the first time. It was a great show for us. We were able to meet with so many major buyers and really showcase our Creativ range including our My First Creativ products for children under two years old.”

ARE YOU CONFIDENT IN HOW THE NEXT QUARTER WILL PAN OUT FOLLOWING YOUR EXPERIENCE FROM Q1?

Rachael: “We had a really strong start to the year through our January sale and we have a huge amount of newness to see us through Q2, so there is a lot of optimism in the business for the next few months.”

Amy: “Based on last year, together with the product’s purpose for outdoor family outings, the spring and summer months for WonderFold are our strongest quarters. As we move into Q2, when families start planning days out and holidays, they begin to look for solutions to make their lives easier when out and about with multiple children - which is where WonderFold comes in. In fact, we’re starting to see lots of enquiries already - and, as a result, we are currently recruiting for a national account manager to focus on growing the WonderFold portfolio among independent and national retailers.”

Scott: “Yes, I am very confident, we have started strong, and we can only get stronger. With all the new marketing plans and of course new products, we are on a strong course. We still have lots to do and lots more children and parents to reach in the UK.”

Gray: “Q2 could be one of the most challenging quarters purely from a supply perspective. The issue around the Red Sea continues to cause delays in supply so managing stocks ahead of range launching into stores will be a challenge. It will also impact our cost as we have seen increases in containers prices in Q1.”

Above: The WonderFold brand is entering its second sales year in the UK market.

Left: Trixie is introducing Mr Lion, Mrs Cat, Mr Fox and Mr Dino to its range of Sippy Cups.

WAS THERE ANYTHING IN THE SPRING BUDGET THAT YOU FELT WAS A HELP OR A HINDRANCE TO YOUR BUSINESS?

Rachael: “The reduction in NI will obviously help our consumer’s finances a bit; we are not sure if that will be enough to really get them spending again, but it certainly won’t do any harm.”

Gray: “Honestly, no. I think it’s always important to take a pre-election budget with a pinch of salt. It’s more about what comes with the government post the next general election. There is much work to do for whoever is in power.”

HOW IS THE CURRENT CONSUMER APPETITE FOR PRESCHOOL PRODUCTS? ARE YOU SEEING ANY PARTICULAR TRENDS IN TERMS OF POPULAR PRICE POINTS?

Rachael: “Our more premium, ultimate range of prams and car seats are performing well - customers are still prepared to pay more for the top quality products and luxury design features.”

Scott: “The consumer is consistently looking for innovative products in the market, they are looking for something new and fresh, and something that appeals to both the parent and the child. Consumers are now looking for product that promotes imagination and

HOW IS THE CURRENT RETAIL LANDSCAPE FOR NURSERY AND PRESCHOOL PRODUCTS?

Amy: “The stroller wagon market is still emerging here in the UK and WonderFold is something a bit different, so retailers are more cautious to stock new categories, however as a business we are continually coming up with new concepts to support innovative retailers who are keen to be first to market.”

Gray: “I think the retail landscape in general is difficult. We are coming through an incredibly tough period to operate in. An inflationary market isn’t an easy one to work successfully in especially as a supplier as you are squeezed from all sides. It becomes even more important at times like these that you stay true to your values and your core principals.”

WHEN IT COMES TO TRENDS IN YOUR PARTICULAR CATEGORIES, HAS ANYTHING BEEN COMING TO THE FORE?

Rachael: “Our new neutral colourway ‘Whisper’ launched last September and is one of our bestsellers across travel systems and car seats. We have also just launched Whisper in our Yo! stroller and Noodle 0+ highchair due to popular demand.”

Scott: “Back to school and travel products continue to be at the forefront of retailers; we offer something very different in this area with proven success in sales. Also, our wooden toys are very popular, as we are offering our unique trixie animal smart designs, and the colours are really appealing to retailers. They are carefully chosen to enhance a child’s environment.” “It’s great to see consumers really embracing sustainable ranges. We have worked our products and packaging for almost 10 years and have made huge strides in this respect. We have some wonderful eco products in our range that we are immensely proud of and for a long time its felt that the market wasn’t ready for it. There has been a sea of change recently driving by the consumers and it’s great to see.”

FINALLY, WHAT’S YOUR HOT TIP FOR THE SUMMER?

educates them. Everything we do at trixie is designed by our product managers and experts to ensure we are meeting these points on all products we launch. I think consumers are more alert to ensure that the product they are purchasing is high quality, sustainable and has longevity. All our products tick these boxes.”

Gray: “I think with preschool what still holds true is that parents want quality and products they can trust. These are toys that they are putting in the hands of their loved ones. We pride ourselves on that at Maped - any product we bring to the market is something we would trust putting in our own child’s hands.”

Rachael: “Travel strollers – it seems like everyone is looking forward to holidays this year more than ever, so we think the Yo! stroller will do really well through the summer months.”

Amy: “Get ahead of the trend and include WonderFold Wagons to upgrade your stroller offering and attract customers who are looking for something different or more specialised in their stroller choices.”

Scott: “Slip, Slop, Slap! I learnt this when I lived in Australia. Never forgot it. Oh and stay hydrated, maybe with one of our water bottles. Even in a thermal version for summer.”

Gray: “Enjoy the sun when it finally gets here. After all this rain, don’t even think about complaining about the heat.”

Above: Maped Helix used Toy Fair at Olympia to showcase its My First Creativ products.

A NEW CHAPTER

Having celebrated its 100th anniversary in 2023, hauck’s refreshed image and new branding has led it to a renewed position in the nursery market, both in the UK and worldwide. PPS finds out more about the rebranding, product development and plans for the UK market.

Founded in 1923, hauck began life as a wicker basket supplier in the city of Coburg, forming the basis of what is now the hauck brand, known worldwide for its innovative baby and children’s products.

Following a buyout by a private equity company in 2019, the company announced the integration of the toy division under the hauck umbrella in 2021, and merged both

Travel N Care

teams into the Sonnefeld, Bavaria HQ. The UK operation was then identified as a territory for growth.

Outside of the UK and Germany offices, hauck also has offices in Hong Kong and the US.

Since its change of ownership, hauck has undergone a major rebrand, better positioning the company as an appealing brand for first-time parents, where ‘care’ is not just the brand essence, but a

A compact travel companion, the Travel N Care Stroller is agile, comfortable and safe. The stroller folds up small – quickly and simply with one hand. Thanks to the self-closing transport lock the Travel N Care stands up alone and takes up little space. The padded strap and light weight of under 7kg aid easy carrying.

Shock absorbing suspension and smooth running wheels make for a comfortable ride, while swivelling front wheels make manoeuvring easy. Meanwhile, a UVP 50+ sun canopy keep little ones protected in the sun and the fully reclining backrest allows them to sleep on the go.

promise. The brand philosophy is ‘We help first-time parents care for their babies and give them the very best start in life’.

Trade marketing manager, Edina Mujakic, explains: “We are now focusing on a warm, welcoming feeling. Hauck is for everyone and we don’t exclude anyone.”

This focus is being recognised in the UK with some major award wins over the last year. In 2023, the Travel N Care Stroller won Gold in the Mother & Baby Awards’ Best Lightweight Buggy/Stroller category. This year, the stroller was awarded a Which? Best Buy Award. In the recent MadeForMums Awards 2024, hauck picked up five awards across a range of its categories, including a Gold in

Left: The awardwinning Travel N Care Stroller is a key focus for hauck in the UK.

the ‘Highchair/booster seat under £100’ category for Alpha+.

Helen Robinson, head of sales, UK and Ireland, tells us: “We’ve placed a big focus on awards this year, as we want people to see the quality of our products. And it’s working well in terms of brand positioning. Hauck had never been to the Mother & Baby Awards before, and then we went for the first

“ The hauck Travel N Care is a nippy stroller that is compact, light and easy to carry. A well deserved Which?

Best Buy.” – Which?

time and took a gold for the Travel N Care Stroller.

“Awards and brand positioning really helps us to align with the retailers, and align with the categories that we know we should be winning. As an example, the impressions we’ve got from it on LinkedIn show that people are looking at what we are doing, and

Runner 3

Coming soon, the Runner 3 is packed with features for active families. Three spring loaded, all-terrain pneumatic wheels, dualadjustable rear suspension and lockable front wheel will manage nearly all terrains.

A handbrake keeps the speed under control, and the heightadjustable rubber handlebar with hand strap makes for a comfortable grip. Meanwhile clever features such as a lockable basket and 'phone pocket, and handy cup holder make parents’ journeys easier.

Children up to 22kg can ride comfortably thanks to the soft seat with extra-long backrest, and the generous UPV 50+ sun canopy, breathable fabric and ventilation window help keep little ones cool, while a rain cover keeps them dry.

we are strengthening our place in the market.”

Hauck UK doesn’t list all products from the German catalogue, but curates its own range suited to the UK market. The ranging is quite heavily focused on wheeled goods, but also comprises key lines across a wide range of categories, including the likes of Alpha+ in the highchair category, travel cots, safety gates, wooden toys and more.

Alpha+

Since joining hauck almost three years ago, with experience from roles at Cybex, Mamas & Papas and more, Helen has realigned the offering into relevant retailers, positioning the brand firmly in midmarket and moving out of clearance

“The great thing about hauck in the UK, is that it’s been around for a long time and people know it,” explains Helen. “Now we’ve got that softer look and feel, and the product

next big launch for hauck.

sustainable FSC beech wood,

highchair is constructed for maximum safety and stability and can be used from birth thanks to a range of accessories.

Alpha+ offers an adjustable seat and foot board allowing it to adapt to the height of the child, sustaining up to 90kg. Tilt-proof construction means that when a child pushes back from the table, the highchair simply moves backwards. Further safety is offered by a fivepoint harness and safety strap.

As children grow, the front bar can be removed, while newborn modules ensure children can join the family at the table from day one. Various accessories are available to help Alpha+ grow with the child..

The recent MadeForMums testing panel said: “This superb value wooden highchair is crafted from sustainable beechwood, has delightful smooth edges and is a brilliant budget buy for parents who want the look of a premium highchair without the hefty price tag.”

profile has changed from more of an entry-level product to a mid-market, great value offering, with wellreviewed, well-rated products. All of that combined is really helping us to build our critical mass.”

Extensive listings in key mainstream players like Argos and Very are testament to how the team has already re-established the hauck brand in the UK. The business is also working closely with key independents like Winstanleys Pramworld and is continuing to grow its retailer base.

There’s plenty more to come for the UK business. Helen concludes: “We’ve only scratched the surface of what we can do. In terms of hauck international markets, the UK is one of the big power areas for the business and we are cited as the number one export market outside of the German territories.”

Above: The lightweight Travel N Care Stroller has won a Mother & Baby Gold award and Which? Best Buy award.

Right: Alpha stockists can offer a range of accessories for the highchair including trays, newborn modules, cushions and more.

OUTDOORS

The outdoor and garden play category is popular with manufacturers, retailers and consumers alike. As spring arrives, PPS chats to a number of suppliers to find out how they are continuing to embrace the category.

Lighter nights and longer days are on the way and with them, a chance for preschoolers and their families to enjoy more time outside –be that in parks, on trails and in green spaces, or in their own gardens, big or small.

The outdoor play category is a popular one with retailers and there is a vast array of product available –from wheeled toys, trikes and scooters through to mud kitchens and water and sand play.

“Based on Circana's spring/ summer 2023 retail data tracking (January to October 2023), Wilton Bradley has secured our position as the fifth largest manufacturer of Outdoor and Sport toys, experiencing a remarkable 40% growth compared to the previous year,” Anna Houghton, the company’s head of marketing tells PPS. “Moreover, we proudly

hold the titles of number one pool manufacturer and number one water and sand toy manufacturer in 2023.”

Anna attributes Wilton Bradley’s success to a number of products including its Bumper Car range, bucket and spade sets, its WaterWall – which saw a staggering 170% increase in unit sales in 2023 – plus its BubbleGo scooters and BubbleGo trike.

New launches for 2024 include two new products in the company’s PlayHouse range – PlayTray and Pop-Up Play Town, both of which have been developed following a huge increase in search volumes for STEM related products. In addition, there will be five new additions to the Xootz range including the

Magical Ride-On Unicorn aimed at 18 months to three years.

“The preschool toy space can maximise outdoor and garden play opportunities by offering versatile, engaging products that encourage exploration and physical activity,” says Anna. “Our brand new PlayTray, for example, is designed for both indoor and outdoor play, allowing children to connect with nature through tactile

“Additionally, incorporating educational elements into outdoor toys can enhance the learning experience while playing outside. Our popular WaterWall was designed to achieve just that, teaching children about gravity, angles and water flow, creating limitless combinations and new ways to solve problems.”

Right: MV’s Squishle Scootersare among the company’s “enthusiastically received” new lines.

Inset: The 4in1 Mini to Grow from Micro Scooters UK adapts to suit each stage of a child’s development from 12 months to six years.

For Micro Scooters UK, its outdoor nursery offering has seen not only growth in sales over the last 12 months, but the range offered has also expanded to suit the lifestyles of families.

“Products like the 2in1 Air Hopper have been designed to be used indoor during the winter months and outdoor in the garden in warmer weather,” explains Ben Gibson, md at Micro Scooters UK. “This dual functionality provides multiple usage occasion and is therefore seen as great value for money.”

Top sellers include the 4in1 Mini to Grow, with its multi-functionality meaning it adapts to suit each stage of a young child’s development from 12 months to six years. This summer will see the arrival of the 7in1 Tricycle, the company’s first Micro pushchair, a new Micro Hopper and a raft of other ride on products for toddlers.

Ben continues: “Product simplicity is key. Today's busy families know the importance of children getting outdoors, they also know they don't have the time (or storage at home)

for bulky, fussy, over-complicated products. They want their children to be outdoors and to reap the multiple benefits a well-designed, wellbuilt product can give their child.

“Outdoor play with the right product can help build a child's balance, coordination, motor skills as well as benefiting their mental wellbeing. At Micro, we know how to do this (after all we've been doing it for 20 years) and we continue to put the end user at the centre of every product we develop.”

MV Sports has launched over 200 new and refreshed products for 2024 and md Phil Ratcliffe tells PPS that he’s “really pleased” with the reaction so far.

“Perhaps the most exciting launch centres around our new MoVe branding,” Phil explains. “Derived from MV’s logo, the new MoVe marque brings together all kids’ wheels under one brand across all licences and own brands. The name is synonymous with outdoor activity and we have lots of new and exciting product available including four new licences and a plethora of extensions/refreshes to most licences and segments. Our new ranges/segments such as Disney Stitch, Squishle Scooters and Rollacases have been enthusiastically received and our existing licences have benefitted from

‘Parents are taking a greener approach’

Liz Ireland, founder and md at Bigjigs Toys, believes that garden toys have seen an “organic shift” towards sustainability over recent years, as families’ environmental consciousness continues to grow.

“We have noticed parents taking a greener approach to outdoor play by prioritising playthings that not only teach kids about the natural world, but also help to protect it,” Liz comments. “Sustainability is not a superficial craze, so this is a trend that we predict will stick around for good.

“Over the past 18 months, we’ve been developing our gardening range to ensure sustainable materials, such as FSC Certified wood and food-grade silicone, are used for all outdoor toys. Alongside new product development, which includes our exciting new eco Mud Kitchen, this transformation has been a big project for Bigjigs Toys HQ, and we’re currently on target for an autumn 2024 completion.”

Positive attributes

“Intuitive use. Durability. Adaptability. And perhaps more importantly fun,” says Micro Scooters’ Ben when asked about the key attributes for a good outdoor play product.

Wilton Bradley’s Anna also highlights the safety aspect: “First and foremost, good outdoor play products need to be safe. They also need to be durable, engaging and offer learning opportunities. They should also be adaptable to various outdoor environments and easy to clean.”

MV Sports’ Phil concurs: “It needs to be safe and fit for purpose, while standing up to the rigours of repeated use and the great British climate. Products needs to be good value delivering instant fun and enjoyment which lasts throughout kid’s preschool years before being passed onto younger siblings or into the circular economy. Innovation is also key as each generation wants slightly different features/characters/ colourways, which is a good thing because it keeps the category vital and vibrant each year.”

new and upgraded model offerings.”

The company has all the popular preschool licences covered in wheeled and outdoor including Peppa Pig, PAW Patrol, Bluey and CoComelon.

Below: Bigjigs has been ensuring sustainable materials are used in the development of its gardening range.

Phil continues: “We want to encourage kids to get outside and active via a combination of great innovative product and added value features. In the current screen obsessed climate it is so important for preschoolers to play outside to build essential motor and coordination skills in an fun and exciting way. Most preschoolers gravitate towards their favourite TV, YouTube or movie characters which acts as a gateway into the wonderful world of wheeled and outdoor fun.”

Left: The Magical Ride-On Unicorn is joining Wilton Bradley’s Xootz range.

OUTDOOR TOYS

BIGJIGS

Young chefs can prepare a picnic of soil sandwiches and muddy muffins, or concoct a pretty petal potion withBigjigs Toys’ marvellous new Mud Kitchen, launching in spring. Made from eco-friendly FSC Certified wood, the Mud Kitchen features two shelves, four hob rings, a sink, blackboard and bucket tap. It also comes with handy accessories, including pots and pans, cooking utensils and a wooden chopping board. help@bigjigstoys.co.uk www.bigjigstoys.co.uk/

WILTON BRADLEY

TOYNAMICS

Toynamics launched Trelines, a new outdoor toy and sporting goods brand of Hape group. Trelines encourages outdoor fun and physical challenges to promote good health and mental wellbeing. The brand offers eco-friendly and durable products like ziplines, slacklines, and swings that fit most trees and gardens. Suitable for kids and adults alike, Trelines products are made with high-quality materials and safety features, ensuring hours of fun with peace of mind. sales@toynamics.co.uk www.toynamics.com

SCOOT LOCK

The new portable combination scooter lock. Scoot Lock is a lightweight cable lock that’s always on the scooter stem, for the school run or those spontaneous stops on your way home. Five brilliant colours also makes it stand out in the scooter park and prevents others accidentally taking the wrong scooter home. Fitted by an adult, operated by a child. Lock it, leave it, retrieve it. sales@scootlock.com www.scootlock.com

The Xootz Land Rover Defender Electric Ride On is an officially licensed, realistic replica of the iconic Land Rover Defender that offers an immersive and safe driving experience for kids. With functioning doors, an opening boot, a safety belt, and working headlights, it is perfect for day or night adventures. The ride-on also includes a built-in music player, two-speed settings, and a remotecontrol feature for parental supervision. Get ready for hours of thrilling exploration with the Land Rover Defender Electric Ride On. sales@wiltonbradley.com www.wiltonbradley.com

EDUK8 WORLDWIDE

Discover the fascinating world of pond and stream wildlife with this versatile Pond Dipping Kit. It comes equipped with a surveying tray for examining small pond creatures, dipping nets, tweezers, scoopers, handheld magnifiers, and an extra tough nature viewer with a magnifier lid for examining catches in greater detail. sales@eduk8worldwide.co.uk www.eduk8worldwide.com

OUTDOOR TOYS

SAMBRO

The Disney Princess Sand and Water Table is a versatile table that provides kids with the perfect setup to build sandcastles and engage in water play using accessories such as a rake, spade, and princess sand moulds. It features detachable legs for easy storage and comes with brightly colored play zones. Simply add sand and water to get the fun started. Also available in PAW Patrol.

sales@sambro.com

www.sambro.com

SAMBRO

MICRO SCOOTERS

The eponymous Micro Scooters brand has just released its new range of balance bikes. Built specifically around the needs of 2–5-year-olds, the lightweight magnesium Lite models make learning to ride a breeze for all preschoolers. With balance bikes becoming a burgeoning market an offering from the much-loved Micro brand is sure to be well regarded amongst consumers and retailers.

tradeorders@micro-scooters.co.uk  www.micro-scooters.co.uk

SIMBA SMOBY

Discover the new Smoby Four Seasons Playhouse: a sanctuary where little ones aged 2+ can learn about the weather through engaging features. This robust playhouse includes easy-to-open doors, windows, and weather-centric activities. Featuring a wind chime, anemometer, and rain gauge, this durable playhouse heightens learning through play. Sun, rain, wind or snow, the Smoby Four Seasons Playhouse is perfect for play, no matter the weather.

sales@simbasmoby.com

www.simba-dickie-group.com

Water Blaster Backpacks are becoming increasingly popular for outdoor activities, particularly during the summer months. These backpacks feature moulded characters and help keep children cool and active. They are available in a range of designs including PAW Patrol, Disney Classics, Peppa Pig, and Stitch. Additionally, a new Transformers Bumble Bee backpack will be introduced in 2024.

sales@sambro.com

www.sambro.com

MV SPORTS

Get on the move with the new, innovative range of two and three wheeled scooters incorporating soft squishy purses in super cute character shapes. Imagine the joy of having a stylish plush character seamlessly integrated with a scooter, doubling as a detachable wrist pouch —an exciting new feature across both licensed and non-licensed wheels. The plush pouch is washable and has a water-resistant lining, ideal for taking small accessories on every adventure.

info@mvsports.com

www.mvsports.com

Baby Touch

My First Book

Busy Day Firefighter

Hey Duggee Getting Ready for Bed

Ten Minutes to Bed Little Unicorn

Peppa’s Great Dinosaur Hunt

Gretel the Wonder Mammoth Bluey

While the preschool publishing sector remains buoyant, it is not without challenges. Publishers continue to tackle the dual challenge of the cost of doing business and the cost of living crisis. On the flip side, the success of key licensed properties, plus some innovative own brand rosters are key drivers. PPS chats to a number of companies in the book and magazine publishing sector to find out more.

Inset: Instilling a life-long love

BY THE BOOK

Instilling a life-long love of reading arguably begins in the preschool years, with publishers across the spectrum placing a major focus on the age group.

“A really successful preschool book is one that parents love too. After all, they’re the ones who’ll be reading it again, and again, and again,” Geraldine McBride, Ladybird publishing director and Leanne Gill, Ladybird licensing publishing director, tell PPS. Penguin Random House – of which Ladybird is an imprint –

Making learning fun

Little Brother Books is looking to grow its Fun Learning Education Books series this year after a strong start in 2023.

“We have two new Fun Learning Education Books launching in 2024, as well as two new preschool My 1st Annuals,” says md Matt Reynolds. “All of which will bring newness to the market and we are excited to see them hit shelves later in the year. On top of this, we are launching our first ever range of baby board books behind a beautiful and engaging theme called ‘Funny Things Happen’.”

Matt continues: “The preschool market is always resilient as parents often want to ‘treat’ and engage with their kids, so they generally find money to do this in difficult times. Books are often good value for money and a great way of doing this.”

retained its position as number one preschool publisher in 2023. Geraldine and Leanne continue: “As the home of Peppa Pig, Bluey and Hey Duggee, we have a standout preschool licensing list. One of our highlights was selling over 900,000 Bluey books through UK TCM and having Bluey books in the top 20 of the preschool charts 105 times. Our globally bestselling series Ten Minutes to Bed also reached new heights.”

Ladybird has recently launched its first picture book for Milo, the little black cat from Channel 5’s Milkshake, while a new toddler character is arriving in Uh Oh, Niko! - an interactive series with flaps and sliders helping a little bear through his everyday routine.

BIRTHDAY BONUS

For Macmillan Children’s Books, its specialist imprint for babies and toddlers – Campbell Books – enjoyed a particularly good year in 2023, growing to be the seventh bestselling list across the book market as reported by Nielsen.

“With its banner line, Books you can play with; Toys you can read, these sales came from recognised series brands such as our Busy Books and Big Steps - which parents and carers know offer good value for money and a highly engaged book experience,” explains Fiona Macmillan, publisher of preschool, brands and Kingfisher at Macmillan Children’s Books.

This year sees the company celebrating The Gruffalo’s 25th anniversary, as well as the 20th anniversary of The Gruffalo’s Child as we move into the autumn and the festive

of reading arguably begins in the preschool years.

Above: Little Brother Books is launching its first ever range of baby board books this year.

Far right: Uh Oh, Niko! is a new interactive series launching from Ladybird. Right: Sweet Cherry Publishing is expanding its 100 First Words range this year.

Magazine Magic

Last year was both challenging and rewarding for the preschool magazine sector, according to Redan Publishing and Immediate Media.

For Redan, its Fun to Learn multi-character titles – Fun to Learn Friends and Fun to Learn Favourites (which also celebrated its 25th anniversary) – continued to punch above their weight, while the company has also secured a well sought after preschool property for a standalone magazine launch in 2025.

magazine space is often heavily scrutinised for the plastic covermounts we have as part of our overall package. However, lots of really positive steps have been taken in this area. For instance, we no longer use the ‘bad’ plastics, we ensure that the covermount is relevant to the content and that they have a purpose to support a child’s development.”

“Despite the challenges, we have had a positive start to 2024 with steady and stable January and February sales and we’re hoping for a much improved 2024,” says md Julie Jones. “While we are a little quiet on launches for 2024, we do have two exciting one-shots for our Fun To Learn Bag O’ Fun title including a World of David Walliams special in the summer and a Paddington special that will tie in with the release of the eagerly awaited third movie later in the year.”

For Julie, sustainability is a key factor. “The children’s

gifting season. It is also launching a new range of board books by preschool creator and author, Camilla Reid.

When it comes to challenges, Fiona is characteristically open, saying that they “keep on coming”. She continues: “It is certainly true to say that it is the long-established and familiar trusted series and brands that continue to cut through and sell. In a practical sense, shipping logistics are a big issue faced by everyone who publishes into this area and something that we can’t do anything about and which we hope will improve.

“The cost of living continues to be a challenge for so many families, but we continue to see that adults continue to spend and invest in the children in their lives - where they can.”

INCREMENTAL SALES

Over at HarperCollins, two of its brands received a significant boost in 2023 due to the public interest and celebration of the Coronation of King Charles III.

“Our Winnie-the-Pooh publishing saw substantial growth largely due to our Winnie-thePooh Meets The King picture book title, which was a big hit with both retailers and consumers,” says Zoe Masters, publisher for brands and licensing at Farshore. “Our colleagues in HarperCollins Children’s Books also saw very positive uplift for Paddington in this historic coronation year. One of our most celebrated highlights of 2023 was winning the Progressive Preschool Awards Best Publishing Range 2023 for PAW Patrol.”

On the subject of how toy and nursery retailers can make the most of stocking preschool books to complement their

For Steph Cooper, education and communications director, youth and children’s at Immediate Media, big successes in 2023 came from Bluey, Numberblocks and CBeebies magazines. “We’ve implemented clear, distinctive strategies for each title around the editorial content and covermounts and this has really paid off,” she says. “Bluey has also had significant success internationally.”

Steph continues: “Delivering value to our customers has always been important but now it is more important than ever. When a magazine brings real benefits for our readers and delivers excellent value for money for their parents, it has done a good job. Our customers have high expectations and we aim to meet those every issue.”

offer, Zoe comments: “Books are a relatively affordable option in the preschool space, making them the perfect add-on or in-store impulse purchase to complement other consumer products. Seasonal and gifting titles are perfect for till-points. Our research shows that a large proportion of books purchased each year are gifted. If books can be ranged alongside other preschool products it helps provide a one-stop shop for our often time-poor consumers. Waterstones has done this in reverse, adding gifts, wrapping paper and cards to its book business with great success.”

Morgan Lloyd, marketing and publicity executive at Sweet Cherry Publishing, agrees that in the realm of preschool products, books go “hand in hand” with other items. “Books and toys, for example, work great together to create an enjoyable experience for young children,” Morgan explains. “Offering bundles with books and toys, for example an early years maths book with pens and maths cubes, would better entice parents to purchase your product.”

Sweet Cherry is looking to build on a strong 2023 for its Numberblocks, Alphablocks and Colourblocks products, while it is also continuing with its 100 First Words range with the addition of 100 First Words Exploring Animals and 100 First Facts Exploring Our Planet.

Morgan continues: “We’re on a mission to make publishing, as a whole, entirely accessible (as you might’ve heard from our newly-launched imprint, Every Cherry), so we’d love to see preschool publishing becoming a part of that landscape.”

Above: Macmillan is celebrating the 25th anniversary of The Gruffalo throughout 2024.

Left: Winnie-the-Pooh Meets The

King was a big hit for HarperCollins last year.

Left: Redan’s Fun to Learn multi-character titles continue to punch above their weight.

PUBLISHING

PUFFIN

Strong Like Me is a timely picture book debut by writer, social commentator, and podcast host Kelechi Okafor. This inspirational story aims to help children discover their power, champion themselves, and be unapologetically secure in who they are. Packed full of heart, the story opens important conversations around ability, intersectionality, race, and identity. www.puffin.co.uk

USBOURNE

That’s not my Shark. Meet five appealing sharks swimming through this exciting addition to the muchloved That’s not my... series. With their bright, bold, eye-catching illustrations and fuzzy, furry, smooth and soft tactile patches on each page, babies and toddlers love the bestselling That’s not my... books. www.usborne.com/gb/

SWEET CHERRY PUBLISHING

When one little unicorn gets bored of his corn diet, he decides to change his name to Unicake and sets off on a sugar-eating quest, sampling chocolate, pastries, cakes and biscuits. However, he soon starts to think that eating sweetcorn isn’t so bad after all. He learns that a balanced diet is the perfect way for him to feel his best.

www.sweetcherrypublishing.com

JANOD

Magneti’stories offer a cost-effective magnetic game that is perfect for travel and on the go. Simply unfold the board to reveal a colourful backdrop, ready to create an abundance of imaginative stories with 30 magnetic characters to move around the board and set up in different scenarios. Folding down to the size of a book that will easily fit in a child’s rucksack. Available in 8 fun designs– kids will want to collect them all.

sales@juratoys.co.uk

SOUNDS FUN

Sounds Fun Resources produces interactive, engaging phonics products for two to seven year olds. Created by mums and teachers, who believe that developing strong phonics skills will provide the building blocks for reading and writing. These progressive resources bring the magic of phonics to life through reusable, hands-on activities. Whether the child is just starting their literacy journey or needs extra support, its products provide a fun, comprehensive learning experience.

www.soundsfunresources.com

HALILIT

Introducing the Taf Toys Black & White Spinning Book, a delightful sensory companion for ages 0m+. Its 10 visually captivating pages encourage play, refining eyesight and fostering cognitive skills. The monochrome palette aids newborns’ developing vision, while the mirror and hologram page introduce reflective elements, enhancing visual exploration. Gentle rattle sounds add an auditory dimension, supporting early cognitive development. The book’s interactive design promotes joint activity, making playtime engaging.

www.halilit.co.uk

cutlery set

divided suction plate

joy & colour at the table with your favourite animal friend trixie-baby.com

Mr. Fox

Mrs. Rabbit

Mrs. Cat

Mr. Dino

Mrs. Elephant

waterproof bib placemat silicone cup

SECTOR FOCUS: HOME

Nurseries and preschool bedrooms are not only places to sleep, but also areas in which to change, dress, feed and more, so their design needs to be on-trend, but also functional and safe. Interiors suppliers share the latest trends, innovation and technology, as well as what is influencing parents and children when choosing products.

WHERE THE

HEART IS

Design trends for nurseries now tend to follow those of general interiors at first, with purchases influenced by parents’ preferences, until children are old enough to have their say. Dominique Fennell, head of product at Ickle Bubba, explains: “We tend to find that when first-time parents shop for their baby’s nursery, they are more influenced by what they as parents like. Flash forward to having a preschooler, parents are then influenced by their toddler’s interests.”

For early years, the current trends are neutral, calm colours. Debbie Wakefield, marketing manager UKI at Maxi Cosi, tells us: “Modern, minimalist design and neutral colour palettes, such as soft greys, blues, greens, whites and pastels remain popular as they provide a calming, versatile, gender-neutral and timeless backdrop.

“Eco-friendly and sustainable décor options are gaining popularity, including organic bedding, and furniture made from responsibly sourced and recycled materials. Natural elements, such as wood, add accents of warmth, too.”

Below

Below:

Nature has influenced Hunter Price’s designs too. Allana Holmes, commercial director, comments: “This season, there’s a number of key trends we’ve focused on in our collections, which we’re really excited to see in stores nationwide over the coming months.

“The woodland and foliage trend is the stand out theme for our SS24 collection for our junior lifestyle brand, Cubs Club. Flowers, foliage, mushrooms and earthy accents continue to pick up traction and we expect this theme to be around for some time. Paired back designs that give that premium look for less are also key across the board in interiors – not just nursery.” Nature is also inspiring fabrics and textures, says Anna Wilkinson from Silvercloud, part of the East Coast Group: “Though baby blankets are seen as traditional items, it is important to keep an eye on the latest fashion and interiors trends. The current trend for textures with lovely cables and yarns, continues to develop.

Above: Hunter Price has teamed with PAW Patrol and Calm to design, develop and deliver a range of homeware, accessories and weighted plush.

middle: The most recent launch from Dreamtex is the Spidey and Friends single and double duvets.

CuddleCo has two new colourways in its Nola range – this cashmere collection, and a white and natural design.

Comfort them with colour.

Nurturing family life with natural Moses baskets, beautiful cotton bedding and cosy blankets, natural mattresses free from chemicals and toxins. Giving your family, the perfect night’s sleep, the natural way.

Giving little one’s the perfect start, contact trade@greensheepgroup.com for more information.

“Inspiration from nature and the environment with soft hues remain popular, with highlight ‘pops’ of bluebell, peach and apple greens.”

Subtle designs are also on-trend. Dominique continues: “We find timeless collections are ever popular such as gender-neutral themes including rainbows, subtle animal prints and celestialinspired designs. This purchasing behaviour has informed our decision to expand our Rainbow Dreams; Bunnychino and Cosmic Aura collections, enabling customers to select more products from our nursery interiors range.

“Colour-wise, sage green and beige are both performing well in our travel category, so we’re looking to bring these on-trend colourways into our interiors range.”

Once we exit the baby stage, children tend to have much more say in what their rooms look like. Managing director at Dreamtex, Anthony Duckworth, continues: “An important factor when a parent comes to decorating a child’s bedroom is the pester power of the child wanting their favourite characters. The aesthetics become a mixture of on trend décor with character influence.

“Seasonality also plays a key role in home décor. Our most recent example was the outstanding success of our

Calm spaces

Health and wellness is increasingly a consideration. Cheeky Rascals has recently added the Crane Drop 2.0 4-in-1 Humidifier with Sound Machine to its offering. The humidifier provides cleaner air and a more hygienic atmosphere, while also promoting better sleep with three soothing sounds – white noise, rain and ocean waves.

Selina Russell, founder of Cheeky Rascals, explains: “We are thrilled to further support parents, especially during the colder seasons when coughs and colds are rife, offering an innovative product that has been carefully selected, to provide health benefits and promote better sleep.”

Allana continues: “The wellness and mindfulness movement is making more headway into interiors and décor products than ever before. Creating engaging, yet calming spaces for little ones, as we’re all becoming more mindful and educated on topics such as anxiety and stress.

“As a business, we’re working on various own brand and licensed campaigns on this trend – most recently our collaboration with PAW Patrol and mental health app, Calm.”

are looking for items that meet safety standards and guidelines, are free from harmful chemicals, sharp edges, and small parts that could pose choking hazards.”

Debbie goes on to highlight the importance of storage: “There is also a demand for practical and functional furniture with storage solutions that optimise space and provide easy access to nappies and clothing.”

Anthony agrees: “Another influence of home décor in a child’s bedroom is the space available and how to make the most of it. We are launching storage cubes with various brands in 2024 such as Stitch and Spider-Man. The storage cubes act as a great organising tool for a child’s space, involving their favourite character.”

Bluey Halloween collection exclusively in Asda. Since this, we are prepping for our seasonal launches this year and expanding both Halloween and Christmas in order to meet the positive forecasts of various retailers.”

Outside of aesthetics, there are many other factors being taken into consideration when designing children’s rooms. One of the first is safety. Debbie outlines: “Safety is paramount. Parents

Allana furthers: “Functionality and practicality are so important. These rooms are so often multi-use spaces from feeding, changing, play and sleep, so the rooms need to fulfil many needs of a family.

“Adding products which help organisation and reduce clutter helps create a safe and stylish environment. With storage baskets, cadies and keepsake boxes help to have a place for everything which is easy to maintain and manage.”

Functionality is also a major influencer. Dominique concludes: “In a nutshell, I’d say the important factors are quality, style and convenience. We’re constantly questioning which features can help make parenting easier.”

Above: Silvercloud is continually launching new blankets into its range.

Right: The Crane Drop Humidifier from Cheeky Rascals offers an impressive 500sq ft of coverage of its cooling mist, reducing the spread of viruses and providing relief from coughs and colds.

Left: Ickle Bubba’s new Drift Gliding Crib offers unique and helpful features to make parenting a little easier.

Below: The Iora Air from Maxi-Cosi is a cosleeper made from recycled fabrics.

BABY’S FIRST BED WITH

Having pioneered the bedside crib category with the arrival of SnüzPod over a decade ago, Snüz has truly become trusted by parents globally to support safe sleep, next to mum or dad. Now, the brand is ready to unveil its next big thing, to offer even more choice for Baby’s First Bed.

Introducing SnüzPod Studio

A brand new lifestyle bedside crib is incoming. Thoughtfully created to reflect changing consumer needs, SnüzPod Studio boasts refined design and exquisite styling. With this, Snüz has celebrated a parent’s grown-up interior, to enable them to retain their identity and style as they transition into parenthood.

Keeping baby close day and night, the one-piece bedside crib is bold in character and refined in design. Its lightweight design and castors ensure SnüzPod Studio can be effortlessly moved around a room or home and with six height settings it fits multiple bed settings.

Studio

SnüzPod

SnüzPod Studio

From Paris White, to Stockholm Natural, Rome Burgundy to Brooklyn Graphite, SnüzPod Studio is available in a collection of seven urban-inspired colours to complement any interior. Meticulously designed, each colour has thoughtfully styled hardware to make this stunning bedside crib stand out from the crowd.

Never forgetting the firstborn…

SnüzPod4 has proven itself as a truly timeless design. Chosen by parents for uncompromising safety and iconic style, the original bedside crib keeps baby close, secure, and comfortable through the night.

Keeping things fresh, the first Snüz Style Edit; the Natural Edit launched in late 2023. A striking collection of wood inspired sleep solutions, the collection of Walnut, Oak, Ebony and Silver Birch, boasts warm, natural tones to enhance any contemporary interior, whether consumers want to create a rich, earthy space or a soft, calming aesthetic. Available in the SnüzPod and SnüzKot.

The Rule breaker

Every family has a rule breaker and for Snüz it's their reinvention of the Moses basket - perfect for the daytime dreamers! Offering a contemporary twist on the traditional Moses basket, Snüz made its Baskit bigger, stronger, and more breathable.

SnüzBaskit also saw the arrival of an exclusive, responsibly sourced 100% recycled material developed especially for this new modern Moses basket. KinderFelt™ is stylish and soft to touch, and certified free from over 100 harmful substances.

With designs tailored to fit every family's lifestyle and interior, Snüz has Baby’s First Bed covered.

Supporting safe sleep from birth and beyond, the brand has also perfected its solutions beyond six months with its dynamic SnüzKot, boasting an adaptable design and Skandi accents to fit beautifully in any home.

Tom Booker, lead designer, has this to say on the latest launch:

“SnüzPod Studio is a game-changer for customers looking for a stylish first bed for their new arrival, to uplift home interiors through beautifully executed details, all this whilst delivering practical features, as expected from any SnüzPod.”

To become a Snüz stockist, contact trade@greensheepgroup.com

The all-new lifestyle bedside crib, SnüzPod Studio

The striking Natural Edit collection

The Rule breaking SnüzBaskit

Variation becomes child’s play

Bringing your own lunch and staying hydrated made fun! Whether it’s at school or nursery, a trip to the park or a day out, you’ll find a suitable solution in the Mepal Campus Collection of bottles and lunchboxes.

All Mepal Campus products are super sturdy, durable, and are designed for children to use. Easy sipping from the pop-up bottle or the flip-up water bottle and enjoying variety in food with the ‘bento’ lunchbox (with removable compartment) or the new, handy fruit pot, both including a little fork!

To find out more about Mepal’s product range, contact j.stalder@mepal.com or call 07834 317364.

HOME DÉCOR

DREAMTEX

Dreamtex has expanded its popular Disney range this Spring with the launch of Spidey and Friends bedding. This vibrant and colourful single duvet with matching pillowcase features Spidey and his amazing friends Spin and Ghost Spider, with the slogan ‘Spidey to the Power of 3’ adorning the front cover. Young fans of the hit TV show can then flip the duvet over to reveal a fun super-hero-inspired repeat pattern to help them drift off to sleep and dream of heroic adventures.   enquiries@dreamtexltd.com www.dreamtexltd.com

1 TWO KIDS

TUTTI BAMBINI

Tutti Bambini presents three captivating collections, ranging from the enchanting Fika to the opulent Fuori and contemporary Japandi, each offering a distinct style. Retailers enjoy enhanced customer satisfaction through complimentary two-man room-of-choice delivery for seamless experiences. Additionally, enticing display discounts and year-round lucrative margins, courtesy of Tutti Bambini’s new pricing structure, help bolster profits. Elevate your business with premium products and heightened customer satisfaction.  sales@tuttibambini.co.uk www.tuttibambini.com

GAIA BABY

Gaia Baby; the design-led nursery specialist with sustainability promises and a passionate commitment to the planet extends its range of products with a new textiles and bedding collection. Introducing Gaia Baby Maia Collection, carefully curated pieces to provide the finishing touch to nursery décor. Created with finely sourced materials that are kind to mother earth this selection of blankets, sleeping bags, throw cushions, canopies and a playmat is from our family to yours.

customercare@gaia-baby.com www,gaia0baby.com

Sophie la Girafe has released a new product, the Baby Seat & Play, which is available in two beautiful colour options to blend in with any environment. This product provides various activities to stimulate a baby’s five senses while also ensuring their comfort with a padded foam seat. The product comes with multiple accessories, such as a vanilla teething ring, mirror, bells, crumpled paper, and textured fabrics, to keep the baby entertained and stimulated. contact@1two.co.uk www.1two.co.uk

TRIXIE

Trixie is expanding its mealtime range to include silicone tableware featuring it’s much-loved Trixie animal friends. The range is made from 100% food grade silicone and are dishwasher, microwave, and oven safe. Trixie is introducing Mr Lion, Mrs Cat, Mr Fox, and Mr Dino into the range of Sippy cups and other formats across selected animals including a silicone suction divided plate, three piece cutlery set, bowl with suction, placemat, snack cup and a first meal set. scott.garnerbundy-higgs@ trixie-baby.com www.trixie-baby.com

Inset: Mepal has a strong sustainability message, which is woven into the fabric and DNA of its history.

DUTCH COURAGE

Having successfully expanded its business into Europe, Dutch supplier, Mepal, is now focussed on establishing itself in the UK, under the leadership of industry stalwart, Joe Stalder. PPS finds out more about the history of the company and its plans for the UK market.

ENetherlands, Mepal specialises in injection moulded plastics. In 1976, the company launched its melamine outdoor tableware range, and since then has grown to cover four main categories in plastic products –lunch boxes, storage boxes, outdoor tableware and drink bottles and cups.

successfully expanded its business into Germany, and has started to enter other European territories, with the UK as a main focus.

At the end of 2023, Joe Stalder was appointed as country sales manager for the UK. Joe tells us: “Following the success Mepal was experiencing in Germany, the team

UK is probably the second largest in Europe for its products.

“So it made sense to establish a presence in the UK. Mepal already did business directly from the Netherlands with a few retailers including John Lewis, but essentially, there wasn’t a Mepal business in the UK, and as a brand, it’s not yet well known in the territory.”

To begin with, Joe is working closely with the Dutch team to introduce the brand to department stores and multiples. He continues: “The Mepal products span various markets. For example, our outdoor dining, lunchboxes and drinks bottles can sit perfectly in preschool retailers and departments, while also aligning with housewares retailers and on-the-go outlets, so the scope for the product is vast.”

To begin with, Mepal UK will

Inset: Mepal offers a wide range of products suitable for the preschool sector.

be looking to partner with retailers who are able to meet minimum order values shipped from the Netherlands, but once established, the five-year plan features the introduction of UK distribution to enable the company to work closely with the independent sector.

Introducing the Mepal brand to the UK market gained traction at recent trade shows, where the reception from buyers was overwhelmingly positive. Joe enthuses: “Once you start getting the product in front of buyers, there’s a high appreciation of the quality and design, the way it looks and the way it feels. When people see the product in the flesh, the quality definitely comes across.”

The offering also has a strong sustainability message and is in the final stages of a B Corp certification. Although sustainability has come to the fore in recent years, it is woven into the fabric and DNA of Mepal’s history.

Joe explains: “There are practices that the Mepal team take for granted as being normal and don’t even talk about, but in fact they are really impressive as a sustainability piece. For example, Mepal reuses cardboard boxes between retailers and has boxes which are now 20 years old. That’s just normal for the team.

“On a broader scale, the majority of Mepal products are recyclable. 80% of the product offering is made in the Netherlands, so there’s a very low carbon footprint. That’s especially attractive at the moment with the issues going on in the Red Sea and product coming out of China.”

Durability is also a key message for Mepal. Joe expands: “All plastic now tends to get tarred with the same brush to some degree, and we understand that there is something to be done with educating consumers on the sustainability aspect of our plastics. What’s really important from our perspective is that our products have a huge range of uses. What Mepal prides itself on is the quality of its plastic. None

of it is single use, it’s all multi-use and will last for years and years.

“Even with our food storage products where you have a silicone seal, if the seal breaks, consumers can easily replace a separate component, to enable that product to keep being used. Retailers can offer those separate parts.”

Mepal products are also recyclable, feeding into the circular economy model. Joe says: “Consumers can buy Mepal products knowing that they never have to put it into landfill. It can go straight into the recycling.”

Alongside the sustainability, is

FOCUS ON: MEPAL

groups can use to get themselves back onto a career ladder and provide an opportunity to work.”

The workplaces are used by Mepal for assembly and simpler tasks and all of the centres it uses are within an hour’s

Mepal’s social responsibility. The core team in the Netherlands consists of around 250 staff, but Mepal also uses social workplaces for a number of its assembly tasks.

Joe explains: “The social workplaces are a workforce for people who have a distance from the labour market – that could be that they wouldn’t normally be able to hold down a job, or for whatever reason, have fallen out of the job market and are getting back on their feet. The social workplaces in the Netherlands are places these

allowing the team to supervise the workers and help to train them. Joe says: “The workers get a sense of pride from the work and they see the products afterwards in stores, which gives them a huge sense of accomplishment. It’s a great way of involving people in the community.”

With such a strong story and heritage to bring to the UK market, Joe has an exciting year ahead as he builds the UK market alongside the Dutch team. To find out more about Mepal’s product range, contact J.stalder@mepal.com or call 07834 317364.

Left: Joe Stalder, UK country sales manager, Mepal (right) with Sander Louwers, sales manager at Final Plastics.

Below: Mepal utilises social workplaces for some of its assembly tasks, as part of its social responsibility ethos.

Right: Sue Lockey.

Sue Lockey, co-founder and director of The Puppet Company, on placing purpose over profit, creating products that are as accessible as possible to all and the power that puppets hold.

“I AM A FIRM BELIEVER IN TRUSTING YOUR INSTINCTS”

HOW LONG HAVE YOU BEEN WORKING IN THE NURSERY/PRESCHOOL INDUSTRY AND HOW DID YOU ARRIVE AT YOUR CURRENT ROLE?

My whole background and career has been based around education, from my early years training through to my career in teaching. I left my role as a teacher when I had my children, and then started The Puppet Company with my late husband Peter in 2000. Our experience as teachers has shaped our business throughout and from our founding roots in education we continue to champion the importance of learning through play.

WHAT WOULD YOU SAY IS YOUR GREATEST ACHIEVEMENT SINCE YOU HAVE BEEN WORKING IN THE NURSERY/PRESCHOOL INDUSTRY?

Designing puppets that both children and adults value and enjoy using, alongside knowing that our puppets can actually help people and give joy. We have been able to use our puppets to help children and adults around the world and seeing the impact they can have, for example on the children in the schools and nurseries we support in the Gambia and seeing how they can help children develop, is our greatest achievement and what we set out to do. Since we started we have always vowed to place purpose over profit wherever possible, offering the best value and creating products that are as accessible as possible to all.

FAVOURITE PART OF YOUR CURRENT ROLE?

Feedback – I love hearing from people how our puppets have helped children learn to speak, learn to communicate and helped them have a friend. This to us is the most important and gratifying part of what we do and why we do it. I also love the creativity involved and designing new things; we always have different projects on the go and I love how different ideas spark off one another.

WHO IS THE UNSUNG HERO OF THE COMPANY?

I honestly couldn’t say - we are lucky to work with some brilliant people, our family business is supported by a wider team who are our extended family and everyone has a really important part to play in what we do and how we do it.

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

The climate as a whole. Everything comes down to funding; we know so many teachers that would love to do more, but their schools just don’t have the funding available which is more apparent in recent years.

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

Follow your heart. I am a firm believer in trusting your instincts – they may not always work out, but you don’t know until you try.

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

Don’t take anything for granted. Life can be short and you never know what’s around the corner, make the most of what you’ve got and try and do whatever you can to help others.

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

More people to accept that a puppet has a power, especially with regards to emotional behaviour and wellbeing where there’s now even more demand than ever. Children will often talk to a puppet when they won’t or can’t always talk to an adult. Puppets can help children to discuss their feelings more, this needs to start at an early age and is hugely important for their development and wellbeing.

CLOUD T

ANORIS T SIRONA T SOLUTION T AIRBAG REAR FACING or

CYBEX T-LINE FAMILY

The T-Line Family – an exclusive and desirable choi ce for parents who value advanced safety and luxurious comfort for the ir child – ensuring a seamless transition between different ages and bo dy sizes.

CYBEX-ONLINE.COM

DIDOFY

Introducing the Sand Stargazer Pushchair by didofy, the latest addition to its award-winning and Which? Best Buy Pushchair line-up. Made with sustainable fabrics from recycled plastic bottles, it offers style and ecoconsciousness. Available in an 11 piece travel system bundle, as 2-in-1 includes all-terrain tires with a collapsible carrycot or a stand-alone without the carrycot. The GravityFold system allows for easy folding with one hand. Features like advanced suspension and a magnetic buckle harness ensure comfort and convenience for parents.  hello@didofy.com www.didofy.com

GREEN SHEEP GROUP

COSATTO

Cosatto unleashes the ultimate flagship pram, combining worldclass technical craftsmanship with intuitive functionality. From the smoothest ride to supreme all-weather solutions and ultimate portability, Wow 3 is the system for all seasons and lifestyles. This all-terrain trekker comes complete with a superior carrycot, enhanced suspension, and luxury accessories. Award-winning features have evolved even further for the most ergonomically enhanced experience yet. Plus, the biggest benefit of all, Wow 3 will also fold in either direction, with the seat still attached. Versatile Wow 3 is the pram parents need, whatever life they lead. cuddle@cosatto.com www.cosatto.com

INFANTINO

Introducing the 3-in-1 Projector Musical Mobile, an iconic sleep essential from Infantino. It promises a peaceful sleep from birth to toddler with a starry projector, ten soothing melodies and natural sounds, and a cute rotating moon, star, and planet. The mobile converts into a crib night light and multicolour projector and then into a tabletop light and projector. With a 20-minute auto-off time and wake-up mode, it’s perfect for sleep training.

Isabelle@infantino.com

www.infantino.com

A brand-new lifestyle bedside crib has arrived. Thoughtfully created to reflect changing consumer needs SnüzPod Studio boasts refined design and exquisite styling, to enable parents to retain their identity as they transition into parenthood. Keeping baby close day and night, the onepiece bedside crib is lightweight and thanks to it’s castors ensures SnüzPod Studio can be effortlessly moved around a room. From Paris White, to Rome Burgundy SnüzPod Studio is available in a collection of 7 urban inspired colours to complement any interior.

trade@greensheepgroup.com

www.greensheepgroup.com

EDEN’S BLOOM

Introducing a new range of baby and toddler food that uses freezedried technology. The range provides quick, nutritious meals that take seconds to prepare. Free from allergens, added salt, sugar, and preservatives. 100% natural ingredients sourced sustainably. Mix with water, milk, or plant-based milk to create nutrient-dense meals. Suitable for children aged six months and above, includes stage 1, 2, and 3 food pouches made from whole fruits, vegetables, and grains. eva@edensbloom.com www.edensbloom.com

TOY PRODUCTS

ORCHARD TOYS

Giant Alphabet from Orchard Toys is an extra-long, 26-piece alphabet jigsaw puzzle to help children from three years learn their ABCs in a fun and engaging way. It features a big chunky piece for each letter from A to Z, each with a colourful design. It comes with extra letter tiles for use interactively to encourage letter recognition and word-building skills, a booklet and a giant wall poster. Giant Alphabet also includes exclusive activity sheets which are accessible via QR code.

sales@orchardtoys.com

www.orchardtoys.com

LEGO DUPLO

RAVENSBURGER

Prehistoric adventures are afoot with the new Dinosaurs range in the BRIO World. The 12 piece set includes wooden track pieces, a brachiosaurus dinosaur figure and a dinosaur-themed train with wagon. Using the dinosaur’s tail, children can lift and lower its head to eat the leaves from the tree. Additional items are also available in the BRIO World Dinosaurs collection, and all are compatible with other BRIO World sets and accessories, offering endless ways to build exciting and imaginative worlds.

sales@ravensburger.com

www.ravensburger.co.uk

CONNETIX

CONNETIX 60 Piece Rainbow

Starter Pack of magnetic tiles encourages children three years to explore STEAM learning through play. Featuring squares and triangles in vibrant rainbow colours, ideal for creating 2D and 3D designs. The tiles are made with strong magnets and the CONNETIX signature bevel design for increased durability and clear light refractions. This pack will grow with children as their play and learning develops and can easily be expanded with other CONNETIX packs for even bigger builds.

wholesale@connetixtiles.com

www.connetixtiles.com

This year marks the 20th anniversary of Peppa Pig, and to celebrate, LEGO DUPLO has released four new play sets that are perfect for toddlers to develop their fine motor skills. These sets combine the fun of building with colourful settings, iconic characters, and storytelling from the popular preschool animated series. Like any LEGO DUPLO set, they have been thoughtfully designed with Learning through Play at the heart, providing kids with the opportunity to develop both EQ and IQ while playing out their stories.

www.LEGO.com/duplo

STEMZ

STEMZ is introducing square and triangular pieces after the success of their previous product, which sold over 15,000 packs in the UK and EU. These new pieces encourage even more creative learning fun, and they are incredibly strong, flexible, and satisfying to play with. STEMZ fosters educational play that develops key STEM skills, problemsolving, fine motor skills, and 3D understanding. With STEMZ, you can make bouncing balls, jumping creatures, and even costumes that you can wear.

euan@stem-z.com

www.stem-z.com

TOY PRODUCTS

SMALL FRIES GAMES

Yuck or Yum? and Night Night: Two new educational card games from Small Fries Games for babies, toddlers and up. Designed and made in the UK and illustrated by Parker Jacobs of Yo Gabba Gabba. Fame. Cook silly stews, match recipes, find the poop and other games in the fun, rhyming game Yuck or Yum? Create a bedtime routine, tell stories, count sheep and play games in Night Night - a fun addition to the bedtime routine.

smallfriesgames@gmail.com www.smallfriesgames.com

TWIDDLERS

MAILLICA TOYS

Dreamcatcher Buddies are a unique range of plush toys which offer comfort and support to children suffering with common night-time worries and day-to-day anxieties by safely capturing these negative elements in their dreamcatchers. The company also run a sponsor a buddy campaign, whereby a kind individual or business can buy a buddy for a child and choose which hospital or hospice they would like it to go to from the list of ones we are currently working with and the child then gets to keep this.

sales@maillicatoysltd.co.uk

www.maillicatoysltd.co.uk

KALOO

Specialising in the softest most adorable teddies and comforters, Kaloo, is delighted to launch two new colour options in its iconic and best-selling Lapinoo bunnies, just in time for spring. Perfect for the season of new beginnings, the brand welcomes the soft hues of sage and peach, ready to hop into little one’s homes at a moment’s notice.

sales@juratoys.com

www.kaloo.com/en/

Discover the exciting Tub It range by Twiddlers, carefully crafted by experienced mums to deliver an unmatched sensory experience for children. These sensory essentials come in a tidy container, making them easy to store and carry along. It offers an affordable and engaging way to help babies and toddlers develop their senses while having fun at home. Twiddlers’ Tub It range brings the joy of music classes to the home.

sales@redfits.co.uk

www.thetwiddlers.com

JANOD

Classic toy maker, Janod, is thrilled to expand its much-loved Sweet Cocoon Collection this spring. The stylish collection promises a contemporary twist alongside the charm that traditional Wooden toys offer. Ideal for keeping young minds active and senses engaged, the collection features twelve brand new toys in a soft pastel colour palette, suitable from ages twelve months up to two years, including the colourful Activity Leaf, the multifunctional Multi Activity Board, playful Caterpillar Music Stand and the totally unique Ant Balance Game.

sales@juratoys.co.uk www.janod.com

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.

ADVERTISING AND COMMERCIAL:

Jo Pilcher jop@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

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.

Preschoolnews.net is published by preschool sector experts…

With an unrivalled email subscriber base of 16,772 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.

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.

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

PreschoolNews.net 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.

ADVERTISING AND COMMERCIAL

Jo Cassidy joc@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk Brought to you by the publishers of

EDITORIAL AND CONTENT

Sam Loveday saml@max-publishing.co.uk

Preschoolnews.net is published by preschool sector experts…

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

PreschoolNews.net

BEST SELLERS

“It fluctuates constantly. I would say at the moment, we sell a lot of Blade & Rose, which I love because they are one of my favourite brands ever.

“Of all time, it would most definitely have to be Jellycat. They are popular throughout the year and have a target audience of people of all ages.”

CURRENT TRADE

Izzy Robinson, owner, explains: “I’ve been trading for coming up to five months now and I would say that business has been good and I’m hoping that this year will be even better.”

SHOP LOCAL

“In our small market town, there are a lot of people who are very supportive of all our local retailers.”

MY HERO!

“It would probably be either a Medium Jellycat Bunny or one of our amazing Star Wraps which are from a company called Tuppence and Crumble.”

PHYSICAL AND VIRTUAL

“At the moment it would be about a 90/10 split to in-store versus online. As our website has only been running for a couple of months, it’s something I want to improve on this year.”

BO BELLES BOUTIQUE IN NUMBERS

Bo Belles Boutique in Leek, Staffordshire, has been trading for almost 14 years ago.

Izzy Robinson took over the business in September 2023. She tells PPS a little more about the store.

QUICK FACTS

• “We only have myself at the moment and a lady who works every Friday and Saturday morning, so there are two of us.”

• “Our average spend of a customer is around £25.”

• “Our last delivery was from Blade & Rose and there were two boxes.”

• “We refresh our window typically every two weeks.”

• Our shop is the size of the downstairs of a four bedroom house.”

JOURNEY SO FAR

“Bo Belles, has been trading for 14 years. It was opened in 2010 by my mum, Clare, and my godmother, Suzanna. My mum then decided after a year to leave the company, leaving Suzanna to run Bo-Belles for a further 12 years on her own.

“Last year, Suzanna asked if I would like to take over the company. At only 18 years old, I felt very hesitant, but ultimately decided to give it a go. I now absolutely love what I do and wouldn’t change it for anything.”

ON THE WAY

UP

“A lot of younger mums are really into dressing their babies/children in neutral colours; however, I think that will become less popular in future.”

BEING SOCIAL

“Social media is so important for our business for advertising and promoting new products, updating customers on important information and also getting customers to engage with us.”

OLD AND NEW FRIENDS

“The supplier who I first ordered from myself was Kite Clothing, a wonderful brand. Our newest supplier is Blade & Rose and they are incredible.”

Above: Bo Belles offers quality organic children’s clothing and accessories, with lots of helpful advice.

Above: Bo Belles Boutique is in the market town of Leek in Staffordshire.

Above: The window display is changed fortnightly.

Above: Jellycat is one of the retailer’s bestselling ranges.

Sweet moments of companionship