Progressive Preschool May June 2019

The B2B Publication For Preschool Products and Retailers

ISSUE 41 MAY/JUNE 2019

... the makers of

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www.preschoolnews.net MARKET LEADING TRADE MAGAZINES

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this month MAY/JUNE 2019

MARKET LEADING TRADE EXHIBITIONS

MARKET LEADING TRADE AWARDS

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Approaching the halfway mark of 2019 is as a good time as any to stop and take a breather to assess how the first few months of the year have treated the preschool industry. It’s fair to say the whole retail industry has been dealt a bit of a mixed hand really – on one hand, financial reports are showing declines and losses in Above: Samantha Loveday, Rob Willis sectors which had previously been and Jacqui Parr, part of the Progressive fairly robust, but on the other, Preschool team. we’re seeing a renewed sense of determination across all aspects of the market, leading to the most successful Harrogate for some years.

It was at Harrogate that the news about Kiddy’s bankruptcy was revealed.

The German car seat company has been a big player in the European market for some time, but the business finally surrendered to the struggles that it has been facing for the last two years. Even industry leaders such as Dorel are reflecting the current market, with a decline in profits being partly attributed to; ‘the ongoing changes in the consumer products industry’.

Some big-name retailers have found themselves being placed front and centre of the ‘struggling high-street’ narrative – Mothercare’s difficulties have been well documented for some time, while Sainsbury’s Q4 results have also been disappointing and the Debenhams closures will undoubtedly affect town centres up and down the UK. Smaller retailers have also seen their fair share of troubles (such as popular London retailer Peppermint going out of business) but for the most part, the focus has been on the big guys and how they’re going to turn their fortunes around.

One retailer bucking the trend and doing it in style is The Entertainer, which recently shared £3million worth of bonuses between its 1,700 staff, following a 31% surge in annual profits. The toy expert has had a great few months, continuing its growth trajectory by purchasing ELC from Mothercare. The move was a bold one, but has been met with an overwhelmingly positive reception from the trade and the toy trade will be watching closely to see how the popular brand sits instore.

Meanwhile, more toy business wil be taking place at Toymaster, which is taking place later this month. The independent-focused trade show has been a sell-out for months and this year is celebrating its 30th anniversary, so there’s a lot going on. We’ve spoken to the team behind the show to find out a little more about what’s in store, which you can see from page 37.

Keeping with the toy theme, we’ve also taken a look at the latest releases from the creative play (page 64) and outdoor toy (page 54) markets – one to keep the little darlings busy while it’s raining, and the other to get them out of the house as soon as it stops!

With nursery features on furniture (page 49), reusable nappies (page 27 – with Bambino Mio now for sale in Aldi it’s fair to say the Attenborough effect is in full force) and feeding (page 31) as well as all our usual interviews, columns and news pages, there should be something in this issue for everyone, whatever floats your boat!

See you at Toymaster and happy reading!

The Progressive Preschool Team ISSN 2515-8570

Rob Willis, Jacqui Parr, Samantha Loveday, John Barry Jo Pilcher, Ian Hyder, Jakki Brown, Warren Lomax PROGRES SIVE PRESCHOOL

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Introducing the mattress that breathes

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• Infant and toddler sleep surfaces can be easily removed and machine washed, using the included laundry bag.

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• Mattress is easily collapsible and can be stored in the included storage tote bag for on the go transport.

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Parents can rest easy while their child sleeps safely

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NEWS TOP STORY

Kiddy GmbH has closed following bankruptcy

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erman car seat company Kiddy has closed all international divisions after declaring itself bankrupt in March, following a tumultuous few months.

According to reports from Hof in Germany, where Kiddy’s headquarters is based, much of Kiddy workforce were laid off in early March after not being paid since the start of the year. There are now no staff based at the company headquarters.

Retailers both in Germany and internationally had been reporting stock

difficulties throughout early 2019, although Kiddy has been experiencing financial difficulties for the last two years.

In June 2017, managing director Bettina Würstl initially revealed that she was looking to conduct insolvency proceedings after the managing director of sister company Kiddy Shanghai left the company suddenly, leading to production bottlenecks.

John Lewis reveals Progressive Preschool nursery trends for 2019 Awards move to The Popular high street department store Grosvenor House Hotel John Lewis has published a ‘Nursery Trends 2019’ report, which reveals the top products on parents’ wishlists and key nursery trends to watch out for.

The report covers everything from the bestselling items in the retailer’s product portfolio to which colour is most popular for nurseries. Nursery trends highlighted in the document included ‘tech’ parents, ‘sustainable’ parents and ‘looking ahead’ parents.

Hey Duggee wins Emmy

Top-ranking CBeebies show Hey Duggee has won the Preschool Award at the International Emmy Kids – topping the category for the second time.

“Hey Duggee has been a huge success around the world and we’re thrilled to see the series receive international recognition from Emmy,” said Henrietta Hurford-Jones, executive producer of Hey Duggee at BBC Studios.

Leading industry accolades The Progressive Preschool Awards will be moving to The Grosvenor House Hotel, in protest at the anti-human rights legislation which has recently been passed by the Sultan of Brunei.

The new laws order a violent death penalty for same-sex intercourse and amputation of the hands or feet for theft and have been the subject of much controversy. The Sultan's sovereign wealth fund the Brunei Investment Agency owns a number of luxury hotels, including The Dorchester.

“There was no question that we would not reflect the humanity and compassion of the preschool industry by moving the awards to a new location,” said director Rob Willis.

“As a company, we absolutely do not tolerate any form of discrimination or prejudice and we cannot support the regime behind this legislation, no matter how indirectly.”

The awards will now be held on Tuesday 5 November. For more information please visit www.ppsawards.co.uk

Huggle enjoys benefits of Royal Baby fever

Nursery retailer Huggle has been enjoying the benefits of Royal Baby fever, following its appearance on ITV’s Tonight programme Harry & Meghan: A Royal Baby. The show aired on Thursday 18 April 2019 and saw Huggle being used as the location for an interview with Emma Kendall, editor of Mother & Baby magazine.

Companies which got airtime during the show included Panda Kids, Skip Hop, Micro Scooter, Janod, Baby Bjorn and Stokke.

“It is only when we saw the response we have had to appearing on the ITV Tonight’s Harry & Meghan documentary that we realised just how much interest there is in this royal baby,” said founder Jason Heller. “Within minutes of the show going out we saw a huge increase in hits on our website and with customers searching specifically for items that appeared in the show. With so much negative news currently circulating in the media its a great opportunity to give us all a boost.”

The business initially showed signs of recovery but closed its doors for good on Friday 15 March, 2019. According to the latest available figures, Kiddy, which was originally founded in 1966, employed 72 people across all its divisions.

Kiddy’s UK division was based in Leeds and has also been closed.

Above: Kiddy GmbH closed its doors permanently on 15 March 2019.

INDX Kidswear expands into fourth showroom

INDX Kidswear will once again be showcasing some of the most exciting collections from a wide range of designers, as it expands into a fourth showroom for the first time, from Sunday 30 June – Monday 1 July 2019.

“Due to overwhelming demand, we are very excited to announce the opening of a fourth showroom for July 2019,” said show organiser Varsha Chohan. “This will give us capacity to offer more than 200 brands to the visiting independent buyers.”

For more information or to register online, visit indxshow.co.uk

Mothercare and Babyzen team up with TfL’s Baby on Board programme

Nursery retailer Mothercare and baby product company Babyzen have been announced as the new sponsors of Transport for London (TfL)’s iconic ‘Baby on Board’ badge for the next three years.

“We are really excited to welcome Mothercare and Babyzen as the new sponsors of our Baby on Board badge,” said Chris Macleod, TfL’s commercial and revenue director. “It’s a great collaboration on an iconic badge that helps thousands of expectant mothers travel more comfortably on the network. ”

Above: Emma spoke about the influence Harry and Meghan will have on baby product trends.

Above: The sponsorship deal will generate more than £100,000.

For the latest news visit PreschoolNews.net PROGRES SIVE PRESCHOOL

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NEWS TOP STORY

Product categories open now for Progressive Preschool Awards 2019

T

he product categories are now open now for entries for this year’s celebration of the preschool industry, the Progressive Preschool Awards 2019.

The trade awards for the toy, nursery and preschool product and retail sector are now in their seventh year and are considered a benchmark of excellence throughout the industry; recognising and rewarding excellence in product, retailing and marketing throughout the preschool sector.

This year has seen an exciting reshuffle of the product categories, with new additions Best Infant Development Range and Best Kids’ Lifestyle Range added into the mix to reflect the changing market.

Aldi's SnoozeShade copy has been removed from the company's website

Budget supermarket Aldi has removed the alleged copy of the much-loved SnoozeShade from its website, following an outcry across both social and traditional media.

The copycat sunshade product saw Cara Sayer, inventor of the original SnoozeShade, speaking about copyright infringement to a number of news outlets, including the BBC. “I have been absolutely blown away by the support for my situation,” said Cara, who took to Twitter after seeing the Aldi sunshade being advertised for half the price of her own.

Mamas & Papas agrees wholesale deal with John Lewis

Nursery retailer Mamas & Papas has entered into a partnership with John Lewis which will see the leading baby brand offering a curated range of its travel products instore and online.

The initial range on offer will be available on the department store’s website and in many stores, including Oxford Street, Bluewater Park and outlets in Stratford, Cardiff, Norwich, Liverpool and Glasgow.

“This partnership will open up our range to a wide online audience and loyal shop customers”, said Riccardo Cincotta, executive chairman of Mamas & Papas. “In time we expect to broaden our offering into other categories such as furniture and clothing.”

Mamas & Papas operates 30 of its own stores and has more than 100 distributors in the UK and Ireland.

Entering product into the awards is simple and completely free – just visit ppsawards.co.uk, download and complete the entry form and send it in along with a sample to be judged by the panel.

“The Progressive Preschool Awards will serve as an antidote to all the negativity, anxiety and uncertainty felt in the UK right now as they celebrate all the great things in our industry – and there are plenty – across both product and retail,” said Rob Willis, publishing director of Progressive Preschool.“We urge all suppliers to submit as much product as they can, this is your industry

Sainsbury’s and Asda merger is off

The Competition and Markets Authority has blocked the proposed merger of Sainsbury’s and Asda.

As a result, Sainsbury’s, Walmart and Asda have mutually agreed to terminate the transaction.

In an official statement, Sainsbury’s ceo, Mike Coupe, said: “The specific reason for wanting to merge was to lower prices for customers. The CMA’s conclusion that we would increase prices post-merger ignores the dynamic and highly competitive nature of the UK grocery market. The CMA is effectively taking £1 billion out of customers’ pockets.

“Sainsbury’s is a great business and I am confident in our strategy. We are focused on offering our customers great quality, value and service and making shopping with us as convenient as possible.”

celebration and we want to make this year’s event the best yet, so please do get entering!”

The closing date for product to be received for entry is Friday 5 July, 2019. Winners will be announced at a lavish event in London this November, surrounded by over 400 suppliers, retailers and industry pioneers.

Above: Last year's winners took to the stage to celebrate their wins.

The Harrogate report; “The buzz is back!”

According to initial feedback, this year's Harrogate International Nursery Fair put the UK nurssery industry firmly back on the map, with exhibitors reporting packed order books and retailers delighted with the new product on offer.

“This year has been an amazing turn-around for Harrogate,” said Adrian Sneyd, show organiser. “We saw the return of major brands as well as new product launches from regular exhibitors and those brand new to the show. There was a definite buzz in the air throughout the entire three days and early feedback suggests that business was good all-round.”

The dates for next year’s Harrogate International Nursery Fair will be 29 – 31 March 2020.

UK consumers spend more than £365 on newborn and toddler toys

Leading global information company The NPD Group has revealed that UK consumers spend more than £365 on toys in a baby’s first two years alone.

In the UK, an average of £159 is spent on toys in the baby’s first year, including playmats, gyms, teethers and soft toys. As the child grows, toys and play become more important developmentally and so the average spend rises in the second year, reaching £208.

“Toys and play are synonymous with key milestones in early learning, from lying down and discovering the world to sitting stages, crawling, walking and talking so there’s a significant focus on development and learning in the top 10 best-selling baby and toddler toys,” said Frederique Tutt, global industry analyst, toys, NPD. Above: VTech's First Steps walker was the best selling baby toy of 2018.

For thewww.progressive-preschool.com latest news visit PreschoolNews.net PROGRES SIVE PRESCHOOL

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NEWS TOP STORY

Strong outlook for Mothercare following ELC sale

T

he nursery and maternity retailer released its FY19 Q4 trading update in April, revealing that UK like-for-like sales had declined 8.8% during the period; an improvement on the prior two quarters which had both seen sales drop by just over 11%.

Mothercare’s ceo Mark Newton-Jones commented that the retailer enters the new financial year in a more robust position and is now a restructured business which is 'fit for the future and with reduced levels of debt'.

The FY and Q4 results are Mothercare's first since it sold the Early Learning Centre to The Entertainer for

Environmental standards bill promotes reusable nappies

A Nappy (Environmental Standards) Bill was recently launched by David Linden MP at the Round Chapel in Hackney, London, promoting education, transparency and reusable nappy incentives.

The Nappy Bill – which is is supported by The Nappy Alliance - will establish an industry and government-led campaign to promote reusable nappies that meet the environmental standards, legislating to ensure that manufacturers cannot make false eco-friendly claims.

Guy Schanschieff, chair of The Nappy Alliance and founder of Bambino Mio, commented: “Reusable nappies have increased in popularity in recent years but there is much more that can be done to support and entice new parents... By opting to use reusable nappies, parents in the UK alone could help stop eight million disposable nappies being thrown into landfill every day.”

Little Tikes celebrates 50th anniversary with Play Big tour

Little Tikes is celebrating a milestone year in the industry in 2019, and has kicked off celebrations with the launch of its anniversary campaign and rebrand – Play Big. The company is also taking Play Big on a tour to reach as many parents and children as possible throughout the UK and encouraging consumers to get hands on with Little Tikes products.

“We have been overwhelmed with the reaction to our Play Big events,” said Michelle Lilley, head of marketing at Little Tikes. “We couldn’t think of a better way to celebrate our milestone year than engaging with the UK through play.”

£13.5 million in March, which played a significant part in the reduction of the company's overall debt.

Gary Grant, founder and executive chairman of The Entertainer, said at the time that he would look to ‘bring new life’ to the ELC brand. “By combining our experience with that of ELC’s passionate and capable partners around the world we look forward to re-invigorating the brand for generations to come.”

Mothercare's UK store closure programme was also successfully completed ahead of schedule, with the retailer closing 40 stores in the past three months and now standing at 80 stores.

Consumer review site reveals ‘best’ preschool brands for 2019

Independent ratings and review website, The Best For Baby, has released its latest listings for 2019, revealing which brands UK parents consider to be the ‘best’ in their field.

Collated from ongoing real-time independent feedback, this year’s fresh data is drawn from 200,000 product ratings and 100,000 reviews and welcomes several new brands to the number one spot in their category.

Some of the ‘Best Brands’ for 2019 include MAM, Maxi-Cosi, Fisher Price, Graco, Mamas & Papas, Medela and Angelcare.

“We know that our data is an accurate reflection of the market as it stands right now,” says owner of market research company MumsViews, Paul Petrie. “The top brands can be proud of their status and it’s fantastic to see some new names securing the top spot!”

“We have continued to make significant progress in our final quarter as we continue our strategic transformation to deliver a sustainable and profitable future for Mothercare,” Mark continued. “We look forward to the new financial year and to delivering the next phase of our strategic transformation plan.”

Above: The ELC acquisition included ELC’s portfolio of toy brands, such as preschool favourite Happyland.

Graco brings brand identity to life

Baby product company Graco UK will be re-energising its brand with a refreshed website and a big push on social media.

The new website – www.gracobaby. eu – showcases products and provides advice, whicle also convering key topics such as car seat safety.

“Graco is a household name with a rich heritage,” said David Welsh, managing director of Allison Baby UK . “We don’t want to change this, we want to build on it by offering a winning combination of great value and quality products with a much stronger social presence to drive sales and strengthen our brand awareness.”

B elow: Graco's clean, modern website is easy to navigate.

HTI inks key deal with nursery brand Joie

HTI Group has signed a new deal with the fastest growing nursery brand in the UK, Joie, to produce a range of prams and pushchairs for children’s dolls. The three-year global deal has been in the making since 2017 and included an early roll out phase with Argos.

“We are thrilled to be partnering with a leading nursery brand such as Joie – this is a brand we have watched grow rapidly over the past couple of years so it’s an honour to be able to bring a range of replica dolls prams and pushchairs to the toy market,” said Alison Downie, global licensing and brand director at HTI Group.

Above: Toy versions of the Joie Jr Litetrax pushchair, Joie JR Chrome 3-in-1 Pram and the Junior Pact are available.

For the latest news visit PreschoolNews.net PROGRES SIVE PRESCHOOL

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TOP STORY

The Entertainer partners with National Autistic Society

T

he Entertainer partnered with the National Autistic Society to support World Autism Awareness Week at the start of April.

The partnership saw The Entertainer’s Quiet Hour run each morning for the first hour of opening in all 163 of its stores across the UK, with music switched off and noisy product demonstrations removed to help create a calming and less daunting environment for children with autism.

A new sensory table was also introduced to stores featuring a variety of Ready Steady Dough lines for children to play, build and create during Quiet Hour. Some 10% of all profits of Ready Steady Dough lines sold both in-store and online at TheToyShop.com during World Autism Awareness Week were also donated to the NAS. “We always strive to make our stores a happy place for people to visit and are continually exploring new ways

Summer Infant rebrands

Baby product company Summer Infant has rebranded as SUMR Brands, strengthening the company’s brand and product portfolio with new company born free.

SUMR Brands will act as a parent company for three separate baby and juvenile product companies; Summer, SwaddleMe and the newest member of the family, born free.

“We now have brands for multiple consumer demographics, retailers and channels,” stated ceo Mark Messner.

“We’ve just begun executing our new ‘family of brands’ strategy and will continue to develop products that address the needs of a wider variety of consumers.”

in which we can make The Entertainer a more comfortable place for autistic children,” explained Gary Grant, founder and executive chairman of The Entertainer.

Tom Purser, head of campaigns and public engagement at the National Autistic Society, added: “We need more companies to follow The Entertainer’s fantastic example and make their businesses welcoming to autistic people and their families.”

Below: There are approximately 700,000 autistic adults and children in the UK.

Independent retailer Peppermint has ceased trading, following the voluntary appointment of liquidator Hudson Weir on 8 March 2019.

Peppermint – which was trading as Peppermint Designer Kids – had four London stores and an online retail service which offered a wide range of nursery products.

It also maintained a high-profile partnership with a number of consumer baby shows.

The liquidator’s statement of affairs shows trade creditors at £403,725.29, with a total creditor balance of £749,819.34.

The list of trade creditors was publicly filed on 21 March 2019 as part of a statement of affairs, following standard procedure.

A formal letter has been sent to all creditors notifying them of the situation and all social media has been taken down following the announcement. All figures correct at the time of publication.

LICENSING LOOKOUT

Ken Clarke MP to speak at BTHA Toy Industry Day The British Toy & Hobby Association has revealed plans for this year’s Toy Industry Day, with Ken Clarke MP set to speak.

The annual event will take place on Wednesday 3 July at Great Fosters Hotel, Surrey, offering an unrivalled opportunity to hear from Ken, the longest serving member of Parliament and a lively commentator and speaker.

KPMG will also be delivering a presentation on current retail trends and the trading environment.

Boots warns of possible UK store closures The American owner of pharmacy chain Boots has warned of possible UK store closures as it looks to slash costs following the ‘most difficult’ quarter in the group’s history, with like-for-like sales down by 2.3%.

US-based Walgreens Boots Alliance said it would be prepared to take ‘decisive steps’ to cut costs as part of a company-wide restructuring and that it is looking at poorly performing shops as

Peppermint closes after entering liquidation

well as ‘opportunities for consolidation’.

The cost-cutting plans follow the company’s announcement in February that 350 jobs are at risk in its Nottingham head office amid plans to trim HQ staff costs by 20%.

But Boots in the UK said there were no plans for major reductions, adding that it had managed to maintain its market share in the most recent quarter.

▶ A new Room on the Broom attraction has opened at Chessington World of Adventures – as part of a collaboration between Magic Light Pictures and Merlin Entertainment. ▶ I conic Dutch pushchair brand Bugaboo has joined forces with Dutch artist Bas Kosters to launch a limited-edition collection as part of Bugaboo’s 20th anniversary celebrations. ▶ J oJo Maman Bébé has secured a major DTR apparel deal for The Very Hungry Caterpillar, bringing the brand to more than 90 stores across the UK and Ireland, as well as the US. ▶ I ndependent children’s publishing house, Sweet Cherry, will develop book ranges for both the Numberblocks and Alphablocks brands, launching at retail in early Q4 2019. ▶ A ndersen Press has consolidated its licensing plans for Elmer the Patchwork Elephant in its 30th anniversary year, confirming Metrostar as the lead agent across all categories. ▶ I ndependent clothing and accessories brand Cribstar has partnered with Magic Light Pictures on a new collaboration to mark 20 years of The Gruffalo. ▶ A urora World has renewed its exclusive YooHoo sponsorship campaign with Chessington World of Adventures Resort for a further two years.

For the latest news visit PreschoolNews.net 14

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TOP STORY

Dorel reports Q4 and 2018 year-end results

A

merican-based Dorel Group has reported its Q4 and 2018 year-end results, with Dorel Juvenile – home of brands such as Maxi-Cosi, Bébé Confort and Quinny – showing a slight decline, despite organic revenue growth.

Revenue in Q4 was US$241.6 million, up 1% from last year’s figures, while revenue for 2018 as a whole was US$932.1 million, an increase of 1.1% from 2017.

Organic revenue improved 4.1% in Q4 and 0.4% overall, excluding the impact of foreign exchange rate changes.

Dorel president and ceo, Martin

Plastic-free toy shop opens its doors

A new plastic-free, allsustainable toy shop has opened is doors in Hove.

Timeless Toys – opened by Susan Luxford – is the first store of its kind in the city and is dedicated to selling entirely planet-friendly toys.

“Everything for sale in this shop is ethical,” commented Susan. “All the toys are plastic-free and made from wood and planet-friendly dyes.

“They do not contain PVC or phthalates used in many plastic toys that can cause hormone disruption.

I have stocked toys from family-run businesses that make the best kind of ethical toys out there.”

Hape reveals PlayChest party packages

Party package specialist PlayChest has teamed up with wooden toy specialist Hape for its newest party packages which are available to hire for special occasions.

My TeePee Adventure Sleepover Party is billed as an ‘immersive indoor sleepover experience’, while the Teepee Adventure Party offers three teepees and a selection of Hape's musical instruments.

Schwartz, put these ‘disappointing’ results down to being: “affected by lower than expected industry-wide consumer demand over the holiday season and the on-going changes in the consumer products industry. We are in the process of actively addressing these realities.”

“An improvement is predicted in profit revenues for Dorel Juvenile in 2019, buoyed by growth in sales across the majority of our markets,” continued Martin, addding that revenue increases are expected in North America and Europe: “on the strength of our new product introductions and our market-leading brands.”

Left: Dorel Juvenile showed a slight decline, despite organic revenue growth over the year.

The Good Toy Guide partners with the Scandinavian Toy Institute

The Good Toy Guide is joining forces with the Scandinavian Toy Institute (STI) to provide comprehensive certification and brand support for suppliers and manufacturers across the region.

The partnership will benefit toy manufacturers whose products gain the STI certification, as these will automatically be entitled to inclusion in the Good Toy Guide, providing access to the wide range of brand support services.

All products endorsed by the STI would automatically be worthy of a Good Toy Guide stamp of approval.

Companies who already have toys in the Good Toy Guide will also receive preferential rates on the STI’s services, providing enhanced insight from an international perspective and additional accreditation to further enhance consumer and industry trust in products.

Above: All products endorsed by the STI will also receive a Good Toy Guide stamp of approval

JoJo Maman Bébé commits to BLE Retail Mentoring Programme JoJo Maman Bébé is among the first timers signing up to Brand Licensing Europe’s Retail Mentoring Programme for 2019.

Representatives from the nursery retailer will join the 55 delegates which have so far pledged support to the free, CPD-accredited series of seminars, workshops and 1-2-1 consultancy sessions that explain brand licensing and the benefits it can offer.

The programme covers every aspect of the industry, from identifying new trends to understanding the licensing agreement and helps retailers put it into practice.

The course gives those new to licensing the tools to successfully negotiate deals and deliver licensed consumer products to store shelves from every category.

Babocush secures Dragon’s investment

New nursery brand babocush has secured investment from popular Dragons’ Den investor and retail entrepreneur, Touker Suleyman, strengthening the entrepreneur’s commitment to the baby brand market.

Touker’s newest investment (his fourth in the nursery sector, following on from Matchstick Monkey, Kokoso and Wool Couture Baby) is in an award-winning comfort cushion that soothes newborn babies.

“The babocush has already made its way into the homes of tens of thousands of families, and given its success and appeal, our future plans for the brand are very ambitious,” said Touker. “We will be concentrating on helping expand the international reach of the product, and to extend the offering of the brand.

Above: The comforting babocush relieves gas, colic and reflux symptoms while also reducing flat head syndrome.

Beaba partners with babywearing company Najell

Beaba has joined forces with up-andcoming Swedish company Najell to bring Najell's original carrier to UK parents, part of a tactical partnership which allows Beaba to branch out into the babywearing category for the first time.

“We’re really excited to have collaborated with Najell to bring its original baby carrier to UK parents,” said Natalie Jackson, vp sales and marketing.

For the latest news visit PreschoolNews.net PROGRES SIVE PRESCHOOL

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For more information please contact: Peter Shaw: pshaw@bergtoys.com www.bergtoys.com

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July

Since Launch in Spring 2018

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Disney Enterprises, Enterprises, Inc. Inc. All All rights rights reserved. © 2019 Disney Disney/Pixar. All © 2019 Disney/Pixar.

All rights rights reserved. reserved.

MARVEL. All © 2019 MARVEL. All rights rights reserved. reserved.

Animation LLC. LLC. All All Rights Rights Reserved.

Reserved. © 2019 DreamWorks Animation International Inc. Inc. All All Rights Rights Reserved.

Reserved. © 2019 Viacom International Nickelodeon, and all related titles, logos and characters are International Inc. Inc. trademarks of Viacom International

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20 Devon Square, Newton Abbot, Abbot, Devon, TQ12 2HR, UK. Office: +44 +44 (0)1626 337736 Offi (0)1626 337736 (0)1626 334580 Fax: +44 +44 (0)1626 334580 Books@centumbooksltd.co.uk Books@centumbooksltd.co.uk

07/05/2019 16:26

I N DU ST RY I N S I G H TS

As one of the world’s largest market research companies, GfK offers retailers and suppliers valuable insight into the way people live, think and shop. Here, client insight manager Marco Saterno takes a look at how highend product has been driving the feeding and weaning market across the UK.

“

POSH NOSH

P

remium and high-end product has been driving growth across the feeding sector for the last 12 months, despite the total babycare market showing signs of suffering with an overall decline of 5%.

(The sectors which have seen the heaviest decline in trade have been the stroller, monitor and highchair categories.)

In contrast, the overall feeding* sector outperformed the market, growing by 4% in value. It is worth noting that the market actually declined by 2% in volume and that the value uplift is driven by an increase in the price paid across all four segments within feeding.

The largest segment in feeding accounts for almost a third of the category’s total value, while the only segment to see any sort of decline is bottles and teats, which is down by 4%.

Tableware, on the other hand, now accounts for an impressive 29% of the value of the overall feeding market and showed strong growth at 11%.

The biggest sub-category within tableware is cups and tumblers, which makes up almost two thirds of the category’s value and is still growing at 19%. (When sports bottles are excluded – which are often aimed at slightly older children – the growth of cups and tumblers falls to just 1%, with the total value of the tableware sector remaining flat year-on-year.)

It is likely that the uplift in sports bottles can be attributed to the ‘David Attenborough effect’, which is causing both manufacturers and consumers to

Above: An uplift in sports bottles can be attributed to the ‘David Attenborough effect’.

think more about single-use plastic and making the conscious decision to pack their child’s lunch box with a refillable sports bottle rather than a single-use plastic drink.

The bottle warmers and steriliser category is the best performing value segment, seeing a growth of 17% - largely driven by the bottle warmers. These increased by 34%, fuelled by a £10 rise in the average price paid, which rose from £33 to £43. The value of the steriliser market on the other hand is down by 6% with just a £1 increase in price.

Finally, the breastfeeding category – which accounts for 22% of the total feeding market – has remained fairly flat, Below: GfK crunches the feeding segment numbers.

growing at just 1% year-onyear. The largest category within breastfeeding, which accounts for more than half of the market value, is breast pumps which are seeing a steady growth of 5%.

The breast pump sector is further divided into two areas; manual pumps (which remain fairly flat and have grown by just 1.5%) account for 63% of total pump volume, but just 21% of value as they tend to come with a lower average price tag of just £14. Electrical pumps on the other hand are seeing heavy volume declines (-14%) but an increase of £16 in the average price (taking it to £86) has pushed up the value by 5.5%. This increase in price is driven by a shift towards dual pumps which come with an average price of £144 compared to the average single electrical pump price of £77.

This all shows that while consumer confidence and footfall temds to remain low in the wider market, consumers are showing their willingness to trade up across many categories with the hope of buying once but buying well.

*Source: GfK Point of Sales Tracking | Baby care | Sales Value GBP | April 18 -March 19 vs April 17 – March 18 PROGRES SIVE PRESCHOOL

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Progressive Preschool_245x165mm_Final_PRINT.pdf

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C

M

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CM

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CMY

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COME AND DISCOVER MORE ON THE TOMY STAND AT THE TOYMASTER SHOW Contact us 01392 281927 | ukcustomerservices@tomy.com | www.tomy.com

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COLU MN I ST

HITCH A RIDE ASK ANNA

In her latest column for Progressive Preschool, Anna takes a look at how independent retailers can advise parents looking for the latest bikes and trikes in the preschool sector.

BERG GO2 (1-2 years): A 2-in-1 for scooting or pedalling Younger children can enjoy pushing along the GO2 with their feet as a traditional ride-on and, when they’re confident enough to start pedalling, the fold-out pedals are ready to go. The GO2 is perfect for siblings – the sloped seat means children of different heights can use the ride-on without having to adjust it and the pedals pop in and out as needed.

Anna Taylor is a research assistant at Fundamentally Children, an organisation dedicated to helping children develop skills through play.

Inset: Micro Mini 2 Go Deluxe

G

Inset: Berg GO2

Kids@Play JCB Excavator (2-4 years): A ride-on that doubles as a working digger Some children like to race, others like to dig! A brilliant addition to any ‘building site’, the JCB ride-on includes a hard hat (safety first), a detachable trailer, and a working excavator. It’s a sturdy set of wheels and, as well as getting children outdoors, really inspires some make believe play too.

www.fundamentallychildren.com www.fundamentallychildren.com

etting outdoors is an important part of a balanced approach to play and simply being in the sunshine is great for young immune systems and biological clocks. It can even help improve sleeping patterns (and what parent wouldn’t be glad of that!).

Ride-ons are a great product to take along for outdoor play – they can be used to travel to preschool and back, for visits to the park, or even just in the garden. Here are a few top picks, all of which have been independently tested with children and reviewed by our experts at the Good Toy Guide.

Above: Strider 12 Sport

Micro Mini 2 Go Deluxe Plus (1-6 years): An adjustable ride-on and scooter in one This 4-in-1 Micro-Scooter converts from a ride-on with storage, to a sit-on scooter with adjustable handlebars, with no tools needed. This makes it a versatile toy for siblings to share, or as a ride-on that grows with the child. There is also a storage drawer (to transport important toys) and a parent steering pole, so parents can use it for the school run even when youngsters have tired little legs.

Strider 12 Sport (11/2 - 5 years): A super light but durable balance bike The Strider range of balance bikes are built for rough terrain and adventurous preschoolers, with tyres that never need air and will never go flat. The design makes it feel a little more ‘grown-up’ than other ride-ons, which makes it popular with older children, although it’s light enough for children as young as 18 months to enjoy as well.

Above: Kids@Play JCB Excavator.

BENEFITS OF RIDE-ONS

■ Promote active play, supporting health and fitness ■ Strengthen arm and leg muscles (gross motor skills) ■ Boost confidence, as children master a new challenge ■ Give young children independence PROGRES SIVE PRESCHOOL

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HOW MUCH SAY DO CHILDREN HAVE IN PRESCHOOL PURCHASES? Kids Insights takes a look into what a preschooler’s ecosystem looks like and discovers why this generation of kids, parents and family are like no other.

W

hen we launched in 2017, we designed Kids Insights methodology to provide data and intelligence on four-to 18-year-olds. As we grew and we spoke to more and more clients, we realised that there was a need to provide more demand for reliable market intelligence on the preschool market, so we launched Parents Insights, which focuses on expecting and new parents.

However, as we studied the data more and more, we continued to be amazed at just how sophisticated this generation of four-year-olds are and how, through technology, they are controlling so much of their own ecosystems. Therefore, from January 1, 2019 we expanded Kids Insights to include threeyear-olds in our survey – and our expert team of researchers have just analysed our first set of data on this cohort.

As a result, this generation of children are spending just under ten hours a week either on the internet or playing with apps and video games, and while they spend more time playing with toys and games (13 hours) the gap is closing.

And while children are spending longer in front of the TV (47 minutes a day or 5.5 hours per week), the gap over tablets is also

reducing here, as three-year-old children are spending an average of 35 minutes per day (four hours a week) on their tablet.

The TV remains the nucleus of the preschool child’s ecosystem, but the tablet is gaining quickly, and if its growth continues it will not be long until the tablet has essentially taken over from the TV as that central point of the preschool children’s ecosystem.

As a result of such significant tablet use, this generation of children have far greater control of what content they are consuming – which means, quite frankly, when they love something they can seek out more and more content relating to their favourite character, show and game, and if they don’t like something they can simply skip to the next option.

WHAT DOES THIS MEAN FOR YOU? With three-years-olds using their tablets mostly as a form of entertainment - watching clips, full episodes and gaming making Below: 33% of children aged six months to four years are allowed to use an eReader.

WHAT DOES THEIR ECOSYSTEM LOOK LIKE? Our Kids Insights data this quarter has identified that most threeyear-olds, are already using tablets, with eight in ten having access to a tablet and two thirds owning their own tablet. This, in turn, means that even at the age of three, this generation of children can take greater control of the content they consume – from gaming, shows, music and even chatting to others.

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PA REN T I N S I G H TS RES EA RCH

CONTINUED up three of the most common activities which they use their tablets for - it should also be noted that even at the age of three, the number of children who are using their tablets for educational purposes is significant.

This emphasises the point that this generation of children are learning and developing far quicker and increasingly more independently.

We are also seeing from our Parents Insights data how this generation of parents are keen to encourage the use of devices for educational purposes and the number of children who are allowed to use eReaders have increased over the year, with 33% of children aged six months to four years allowed to use one, a 26% increase over the year.

Parents are more likely to turn to eReaders because not only do they offer learning and development opportunities through reading, they also have limited access to the general web. In addition to this, innovations with eReaders have meant they do have some access to games or apps for children. More children are also allowed to use

smart home devices now than they were 12 months ago, with 35% of children aged six months to four years being able to use them, a 16% increase. Amazon released an Echo Kids Edition in the US, which is designed for children aged three years and over.

This is just another example of how this generation of kids, Below: This chart shows how 3 to 12 year olds spend their time

Above: Echo Kids Edition is designed for children aged three years and over.

parents and family are like no other – the rate of change is unprecedented, which is why we exist to help brands understand this generations attitudes, behaviour and consumption. For a free report and to organise a sneak preview of our new preschool data please visit www.kidsinsights. co.uk/progressivepreschool Kids Insights specialises in research and insights on kids and their ecosystems. We survey 400 kids, tweens and teens every single week and our real-time portal is continually updated to allow our clients to spot the latest trends before their competitors.

Our insight-led reports are produced by some of the top kids’ researchers in the UK and have seen us short-listed for a number of start-up and innovation awards.

For more information on Kids Insights, a sample report and a demo of our award-winning portal, visit www.kidsinsights. co.uk/progressivepreschool or call the team on 0330 159 6631.

PROGRES SIVE PRESCHOOL

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I N DX KI DSWEA R S S 20

The largest kidswear trade show in the UK continues to expand with the opening of a fourth showroom as it takes over Cranmore Park in Solihull from Sunday 30 June – Monday 1 July 2019.

B

ringing the most relevant childrenswear brands to the independent marketplace, INDX Kidswear will once again be showcasing some of the most exciting collections from a wide range of designers, as it expands into a fourth showroom

“We are always so impressed with the professionalism and enthusiasm at INDX. Every season the show improves footfall and sticks to its aims by making sure that attendees are all serious buyers. It is the best show we attend, anywhere in the world.”

Katie Lockwood, Little Lord & Lady “We have been attending INDX for over nine years and in that time it has gone from strengthto-strength. Both numbers of new enquiries and new stockists are up. We are really pleased for the organisers as they have put their passion into making sure INDX becomes the number one kids trade show in the UK.” Imran Hassan, Lilly & Sid

Summer Style for the first time.

February’s INDX Kidswear show saw impressive visitor numbers, with preregistration figures up by 20% and a 34% increase in buyer attendance compared to the February 2018 show. After the recording-breaking event, preparation for July 19 is already well underway.

“We have had a phenomenal run of shows,” said show organiser Varsha Chohan. “Last year we opened a second showroom and increased our brand offering to over 150. In February this year we expanded further into a third showroom, with 200 brands on offer.”

She continued: “Due to overwhelming demand, we are very excited to announce the opening of a fourth showroom for July 2019, which will give us capacity to offer more than 200 brands to the visiting independent buyers.”

As the leading childrenswear trade show in the UK, the waiting list has grown with each season and opening a fourth showroom has given INDX Kidswear the opportunity to invite new brands to take part. To date there are 25 brands which will be making their INDX debut, with an enhanced boyswear offering including first-timers Jack & Jones, Only Kids and Compass.

The shoes sector will be growing for this season, with the expanded line-up including new names such as Ipanema, Zaxy, Old Soles and Tinyteo joining returning exhibitors such as Chipmunks, Inch Blue and Tinny Shoes.

Widely heralded as a key buying show for the independent trade buyers, INDX Kidswear has become

INDX EXTRAS Free show admission for independent retailers includes complementary refreshments, lunch, parking and show guide.

INDX KIDSWEAR SS20 Sunday 30 June, 9am – 6pm Monday 1 July, 9am – 5pm Register online at

www.indxshow.co.uk

the childrenswear event brands cannot afford to miss. This is reflected in the number of exhibitors which return each season, making up over 85% of the brands that buyers can expect to see at the July show.

Specifically curated for the independent retail sector, INDX Kidswear is now in its 15th year and every season has seen an increase in both visitors and exhibitors, thanks to the show’s unrivalled facilities, extensive brand offering and central location. For buyers and brands alike, INDX Kidswear remains the UK’s must-visit childrenswear show.

Above left: INDX Kidswear offers a mix of wellestablished British brands alongside emerging European and international brands. Right: Lilly + Sid’s stylish SS20 collection will be on show at the summer event.

PROGRES SIVE PRESCHOOL

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MuslinZ for quality, value and a great range of products

www.muslinz.com E: sales@merrygorounduk.co.uk T: 01295 810008

MuslinZ.indd 1

04/03/2019 14:40

INTRODUCING THE E N DA N G E R E D

COLLECTION

For further information on our endangered animal collection contact CLAIRE@closeparent.com

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08/05/2019 15:28

REU S A B LE N A P P I ES

Little

FLUFFY Bums

With Real Nappy Week gaining more ground each year and the importance of sustainable products taking centre-stage in the news and at retail, it’s no surprise that reusable nappies have been growing in popularity.

With so many options now available for the discerning eco-parent, PPS takes a look at what’s on the market.

R

eusable nappies have come a long way since we saw washing lines full of Terry towelling squares blowing in the wind. As much as parents are seeking out eco-friendly alternatives to the disposable nappy problem, there is no doubt they are also attracted to the colourful prints and patterns which can be seen across modern designs. Of course, the move away from huge safety pins doesn’t hurt either!

According to Michelle Smith, who looks after the marketing at Close, there is no doubt that consumers

are seeking out more sustainable products for their little ones.

“News stories around fatbergs, ocean plastic and the urgency of climate change have all seen a positive effect on sales as parents become more aware of reusable options and are willing to embrace them,” she explains. “They are keen to reduce their waste footprint and divert from local landfill as well as reduce their single-use plastic consumption.

By choosing to re-use rather than dispose they can positively affect all of these which is no small thing.”

But – as with so much in 2019

Top: Bambino Mio has continued to see rapid growth in its key international markets, proving that there truly is a global demand for reusable nappies. Above: Close strives to provide parents with considered product that not only looks good but works and stays true to its distinct Pop-in look and feel.

– Michelle also attributes much of this boost to social media and Instagram. “I think many people have been attracted to our reusables on the cuteness factor alone,” she says. “They are attracted by our fun and engaging prints.

Let’s face it, being sustainable in 2019 is far from boring!”

The consumer appetite for print is extensive and wide-ranging, applying to all manner of products. Close has noticed the increased desire for more print-led designs and is continuing to introduce new collections which feature beautiful designs.

“We are using our prints to raise awareness and funds to support global issues,” continues  Left: Tickle Tot will be launching an all-in-one nappy this year, which is ‘easy to use, super slim and very absorbent.’

PROGRES SIVE PRESCHOOL

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WHAT’S NEW NAPPIES & POTTY TRAINING CHEEKY RASCALS Cheeky Rascals is thrilled to offer parents an easy solution for potty training. The award-winning 2 in 1 Potette Plus is the hygienic and easy to use portable potty and toddler toilet seat in one. With the multipurpose Potette range, toilet training has never been easier. The easy to use design simply folds away to fit in most changing bags, or under a pushchair, making it ideal for building little one’s confidence with potty training, wherever they may be.

Tel: 01730 895761 www.cheekyrascals.co.uk

BAMBINO MIO Bambino Mio is the UK’s most widely used reusable nappy brand.

Its miosolo all-in-one resuable nappy, which recently won a Made for Mums 2019 award, is a firm favourite amongst parents, experts and influencers. It is simple, stylish and super-soft and is as easy to use as a disposable. Miosolo comes in one size which means it will grow with baby from birth, right through to potty training.

Tel: 01604 883777 www.bambinomio.com

NOSY CROW Published by Nosy Crow, Meekoo and the big red potty is a soundbutton book designed to make potty training a positive experience for both parents and children. As the basic challenges of potty training are the same whether its a boy or a girl, Meekoo is a nongendered character, with the story offering children a simple ‘keep trying’ message. Great for parents to read to children whilst going through the potty training stage.

Tel: 0207 0897575 www.nosycrow.com

BRIGHT BOTS Bright Bots has updated its hugely popular washable potty training pants. The new pants have an improved waterproof lining and absorbency in the gusset area. They have been released in four different sizes ranging from small which would fit a 12 month old, up to extra large which is ideal for up to around four years of age. The pants are designed to look and feel like “big boys and girls” pants and not like a nappy.

They help progress through the potty training stage by ensuring the child feels wet if there is an accident, but will stop actual puddles.

Tel: 01295 810008 www.brightbots.co.uk

AQUA WIPES Aqua Wipes are the eco-friendly, fully biodegradable, plastic free baby wipes which are made of 99.6% water.

Used by the National Health Service (NHS) Aqua Wipes have been formulated to be suitable for even the most delicate newborn skin. They contact an organic aloe vera extract formulation along with a mild coconut derived cleaning agent and are registered with the Vegan society.

Tel: 0845 8387120 www.aquawipes.co.uk

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REU S A B LE N A P P I ES

THE REUSABLE RISE “Sales of reusable nappies are becoming more popular as nappies are just part of our ‘disposable society’ and people are realising things need to change.

More new parents are considering the impact that many throwaway baby and toddler products can have and are looking at ways to reduce their footprint.

Washable wipes are increasing in sales considerably as well – they are an easy switch to make and many MuslinZ customers are finding that from there, the move onto washable cloth nappies is not that great a leap.

It is very important that we incorporate good design features and are up-to-date with current colour trends.

We work very hard to ensure we do just do this by bringing out new prints in order that they appeal to new parents and children more.”

Caroline Taylor, ceo at MuslinZ

 Michelle. “Our endangered animal

collections feature animals that are all critically endangered in the wild and through our membership of 1% for the Planet we are giving 1% of the proceeds of sales from the range to support the Marine Conservation Society and the WWF.” It’s a similar story over at Bambino Mio, where Abigail Sullivan reveals that the company has seen a ‘tremendous’ growth in the demand for reusable nappies and potty training pants, with sales continuing to go from strength-to-strength.

Bambino Mio has always endeavoured to raise awareness of the benefits that sustainable products have on the environment, family finances and the baby, by educating consumers and retailers on the positive impact of converting to reusables.

“We’ve always aimed to be a driving force in making reusable nappies mainstream, so we’re delighted that

Below: New MuslinZ nappy covers fit over muslin squares, prefolds and terries, with new prints coming soon.

sustainable living is gaining such positive momentum within the baby industry,” says Abigail.

As a business, Bambino Mio provides parents around the world with access to its eco-friendly products, with product available in over 50 countries including UK, Germany, France, Australia, USA, Italy and Spain. As well as selling directly to consumers, Bambino Mio is available in a range of retail sectors – in fact, Aldi has become the latest mainstream retailer to carry Bambino Mio products, offering parents access to these sustainable options.

Crucially, Bambino Mio has found a perfect storm of availablity, awareness and fun design means that that parents who hadn’t previously considered reusables are naturally making more eco-friendly choices, which then leads to 78% of customers making a repeat purchase.

“We also try to make our designs appealing to children through the playful, character-based collections such as our new Bug’s Life designs,” says Abigail, “and we’re seeing that parents love the trend-led designs too.

POTTY TALK

“The nappy and potty training market is doing moderately well at the moment – the entire retail market is being negatively affected by the economy, but potty training always has pretty strong sales as a whole.

People are definitely becoming more environmentally-friendly and paying attention to the environment, so reusable nappies have become more popular. The sustainable movement has affected all baby

The demand for more vibrant and fun designs is definitely getting stronger.”

Sophia Ferguson, md and designer at relatively new reusable nappy company Tickle Tots (which launched in 2015), is keen to emphasise the size of the market in the UK alone.

“Some 690,000 babies are born in the UK each year,” she points out. “Each of these babies will be changed around 5,500 times from birth to potty training.

That’s a lot of nappies!”

Sophia has also seen the market growing over the last 12 months and also puts it down to the increased media around single-use plastic.

“Some key brands within the market have been shouting this message for many years but now their voice is finally being heard and helping to guide parents into making a more informed choice into what products they wish to use on their babies.”

Sophia also points out another key reason that design will always be important. “Reusable nappies are still not the first choice in the UK, so they need to stand out on a shop shelf in order to attract consumers in the first place!”

As reusable products become more mainstream, consumers are increasingly trying to address the negative impact that disposable products have already had on our environment. It’s clear that reusable nappy market will continue to grow, with strong demand helping to boost that all-important bottom line.

Below: Summer 2019 will see the launch of the new Potette Max 3-in-1 which includes a reusable hard liner, while liners made from non-plastic materials are also in the pipeline.

product though, with respect to the materials used and element such as packaging all moving to sustainable materials.”

Leonie Hayward, marketing manager, Cheeky Rascals

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FEEDI N G A N D WEA N I N G

An interest in healthy eating and nutrition has seen the feeding and weaning category grow rapidly over the last few years, with more product and choice on offer than ever before.

Progressive Preschool looks at the importance of encouraging a healthy appetite.

Table

Manners

O

f all the things parents worry about, nutrition and food is almost always found somewhere near the top of the list.

Are they eating enough? Are they eating too much? What about the salt, sugar, fibre, fat... That’s before we even start to think about the logistics of teaching a six-month-old to

FOOD FOCUS “Feeding and weaning is a fastgrowing sector in our business and we work very closely with our suppliers to ensure we are stocking the top trends and most practical products for parents.

Consumers are most definitely more focused on weaning and what the best product on the market is. Parents are much more conscious about what their child needs to consume to ensure they have a healthy lifestyle from a very young age.

At Hippychick we’ve always believed products need to be designed for both child and parents; to engage the child and be practical, easy to clean and competitively priced for the parents.”

Alex Molyneux, marketing executive, Hippychick

Above: The latest addition to the Skip Hop ZOO range is a clever insulated food jar which keeps food warm for up to seven hours or cold for five. Right: Vital Baby’s BabyFood Pro Blender steams and blends fruits, vegetables and meats and fish, preparing perfect purees for first feeds and chunkier food for later.

swallow solid food without choking.

Following the advent of Media Snug’s nationwide initiative Weaning Week (which takes place in early May each year), parents, carers, brands, experts and retailers have come together to talk about weaning and feeding, adding an element of community to the conversation.

“There is definitely more focus on the feeding and weaning category these days,” agreed Vital Baby’s director, Dean Tollman.

“External factors such as the childhood obesity crisis and healthy eating campaigns have seen more information and products made available to parents, who are realising

Above: Hippychick’s new line of licensed DC bibs are great for tricking little ones into thinking they are playing dress-up!

the importance of setting their children on the right track for life.”

The trend for healthier and more natural eating has also filtered through into baby and toddler food.

Vegetarian and vegan baby food is predicted to grow by 10.6% between 2016-2021 (the Vegan Society, 2019) while baby-led weaning is becoming increasingly popular.

“Parents are asking for products that lend themselves to being used for both types of weaning,” said Dean.

“There is more demand for choice and products which offer flexibility.”

Vital Baby offers a full range of feeding options, with particularly strong sales for flexible products such as the BabyFood Pro blender, which can be used for everything from warming milk for newborns to food prep for toddlers.

As the founder of baby cutlery company Doddl, Catherine Dodd knows a thing or two about the toddler feeding category. “Introducing babies and children to the right tools at mealtimes is critical,” she explains.

“The experiences children have at mealtimes have a lifelong impact on their relationships with food.”

“In the past we have tended to feed children ourselves for far  PROGRES SIVE PRESCHOOL

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Contact - sales@redkitebaby.com Tel - 01454 326 555 Visit - www.redkitebaby.co.uk

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FEEDI N G A N D WEA N I N G

SENSORY WEANING Multi award-winning children’s feeding brand Tidy Tot has introduced the concept of ‘sensory weaning’, which centres around stimulating a baby’s senses during the weaning process.

“Learning to eat is the most complex sensory task that a baby has to do in their first year of life,” says director Jennifer Unsworth. “The launch of the sensory weaning programme is very much at the heart of our commitment to support UK retail in delivering something new. Supporting our retail partners by developing initiatives that drive interest around the Tidy Tot brand is good for all of us.”

Above: New products to the Tidy Tot range include a long-sleeve disposable bib and the long length coverall bib which extends the range beyond baby and firmly into the toddler category.

 too long, allowed them to struggle

with difficult cutlery and stuck with plain food to avoid stressful mealtimes,” Catherine continued.

“We now recognise it is vital for kids to get involved in the kitchen and understand what is in their food. It is also imporant for social development, to enjoy the whole experience of mealtimes. This takes time and patience to achieve; there are no quick fixes!”

To help achieve this, Doddl is launching a range of baby cutlery in June 2019. Designed to offer all the developmental benefits of the older Doddl cutlery, it can be used by babies as young Right: Bibetta’s UltraBib with sleeves comes in a fun tropical fish or flamingo print.

Right: Nana’s Manners cutlery range launched into schools and nurseries earlier this year, a major milestone for the brand.

Below: Doddl baby cutlery is designed for babies to feed themselves, allowing them to use their basic palm grip and encouraging them to develop pincer grip strength.

as six months old, allowing them to safely explore cutlery alongside food, textures and tastes.

Using cutlery can still be an issue for older children and that’s where kids’ cutlery company Nana’s Manners comes into play.

The knife and fork set is carefully and cleverly designed to help children eat properly while also supporting fine motor skill development by encouraging regular use of the smaller hand muscles.

“We’re all about making mealtimes more enjoyable for everyone,” said founder Cathryn Baldrey-Chourio.

“We’ve spoken with many children’s nutritionists over the past few years and seen a definite shift as there is an increasing awareness that it is better to start good habits early than break bad ones later!”

The first range of Nana’s Manners cutlery was designed for children aged three upwards, so Cathryn was careful to select shades of colours that preschoolers would not find babyish. “While parents polled liked grey and pale colour options, these did not make the cut when it came to children selecting their favourites!

We have found that products that offer a genuine benefit to children will naturally appeal to parents as well.”

Appealing to older children and their sense of fun and independence is also important to Skip Hop, with

its colourful ZOO collection which offers products across a wide range of categories, including feeding. “We believe in products that simplify life while enabling child development, driving independence and fostering imagination,’ explained marketing executive Faye Anderson. “Our ZOO range puts the fun in functional as we provide toddler mealtime and on-the-go essentials with friendlyfaced characters little ones love!”

Feeding has always been a part of Skip Hop’s product range, but it has developed recently to provide even more innovative designs for new modern families. “Constantly on-the-go parents need convenient ways to store food and snacks,” said Faye. “Finding creative ways to serve up tasty and nutritious treats for kids means parents are always looking for products that work alongside this.”

With all manner of quality products on the market it’s easier than ever before for parents to ensure their children have a healthy balanced diet – and of course there’s no doubt that happy meal times are good for parents and children alike!

BIB BUSINESS Feeding and weaning is the main focus of baby brand Bibetta’s business, as the company continues to expand to adapt to families’ changing needs, designing its bibs to appeal to both parents and children alike.

“Parents are starting to research the weaning process in more detail since the guidelines changed to begin weaning from six months plus,” said director Fiona Brown. “They want the products they use to be flexible enough to support whichever weaning process they decide to follow.”

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WHAT’S NEW FEEDING & WEANING DR BROWN Dr Brown’s Options anti-colic baby bottles are the only 100% vacuum free bottles on the market. The unique feeding system grows with baby and helps alleviate the uncomfortable symptoms of windy colic. The bottles can be used with or without the innovative vent and can be used from birth to prevent colicky symptoms developing. A new enhanced Dr Brown’s design will be launched in August.

Tel: 01538 399541 www.drbrowns.co.uk

BIBETTA

HIPPYCHICK A rather super collection of brand new Bumkins Bibs join the extremely successful Bumkins range at Hippychick. Little ones think they are playing dress up instead of keeping clean whilst in their highchair with these cool DC themed bibs. Batman, Wonder Woman and Superman dress up bibs are available in sleeved and super bib style so there is something for everyone. Supremely practical, the generously sized bibs are soft, lightweight and completely waterproof.

Tel: 01278 434440 www.hippychick.com

With babies, mess goes with the territory, however, Bibetta’s soft feeding and weaning accessories offer parents the choice of easy-to-clean products making feeding easier and less messy throughout the whole weaning journey. Made from longlasting neoprene, Bibetta’s products are hygienic, longer-lasting and more environmentally friendly than standard plastic bibs and placemats. Machine or hand-washable, they are easy to clean, practical and durable - convenient for use in and out of the home. All products have a flip-out pocket to catch dropped food, and are hand or machine washable and suitable for the tumble drier.

Tel: 01223 840236 www.bibetta.com

SKIP HOP From under the sea and high in the sky, Skip Hop welcome Nova Narwhat and Dillion Dragon to its toddler essentials Zoo collection. These child friendly characters really do put the fun into functional! These new characters are available across the range including kids backpacks, lunchies, melanine plate and bowl set, utensils, straw bottles and snack cups Tel: 01582 434250 www.skiphop.com

BEABA Beaba’s new European-made Babycook Neo is not only practical and timesaving for parents, it is super stylish and is currently the only baby food maker with a glass bowl and a stainless steel steam basket. Furthermore, its eco-design means that it uses less energy, so its good for the environment too. The easy-to-use and stylish Neo’s four simple settings eliminate the need for pans, a blender and a microwave, which means that baby food is easier to make than ever before. Available in midnight blue and timeless white, this ultimate Babycook is the ideal sous chef in the kitchen.

Tel: 07931 717489 www.beaba.com

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WHAT’S NEW I-SPIN 360

I-SNUG i-Snug is Joie’s new entry price point i-size infant carrier with i-Size ECE R129 safety certification and is the latest addition to its growing i-Size car seat range. The i-Snug is lightweight, weighing less than 4kg and is suitable from 40-75cm (approx. birth to 12 months) with its newborn insert. When fitted into a vehicle it uses Joie’s ISOFIX base (sold separately), and is compatible with most Joie strollers without car seat adapters, and other brand strollers using generic car seat adapters. Other features include an ergonomic carry handle with soft grip for easy transportation and a curve base which allows for rocking and relaxing little ones out of the car.

VERSATRAX Versatrax is a new and exciting addition to the Trax family of Joie strollers. Launched into the market four years ago, the Litetrax 3 and Litetrax 4 have been great sellers, popular with parents with its full feature set, carrycot and infant carrier compatibility. With this in mind, Versatrax has been designed as a true firsttime purchase covering every mode parent’s want from birth.

The pushchair seat removes completely with a simple button push to offer a clean frame for the carrycot and travel system modes. Adjustable adapters included pair with Joie’s Ramble XL carry cot as well as the Joie i-Snug, i-Gemm, and i-Level infant carriers.

When baby is ready for pushchair mode, the same button is used to choose between using the seat unit rearward or forward-facing.

For Joie the category leading Spin 360 car seat has enjoyed tremendous success globally since its launch. This year sees an exciting expansion of this bestselling platform with its all-new i-Size rotating car seat, the i-Spin 360. Suitable from birth up to 105 cm or 19kgs, the i-Spin 360 offers one-hand spin capability, which can be operated by independent buttons on each side of the seat, offering parents an effortless way to get their child in and out of the car – even in a 3-door vehicle.

A new upgrade on the extra side impact Guard Surround Safety panels for i-Spin 360 is autoactivation. When the child is buckled into the seat, the Guard Surround Safety will automatically engage, coming out of the seat sides. However, if space is an issue, parents can still manually adjust each panel individually, giving the option to close the Guard Surround facing the interior of the vehicle.

KUBBIE SLEEP Adding to the hugely successful Joie travel cots range, Kubbie Sleep expands on the new compact Kubbie line and also provides an innovative 2-in-1 solution as both a travel cot and a side-sleeper. Kubbie Sleep uses a simple strap and clip attachment to connect securely to parents’ bed, and the side easily lowers at the push of a button.

This allows safe side-sleeping and easy access to little ones for nighttime sleep, bringing many benefits to both baby and parents, such as encouraging bonding and making feeding easier. Unlike traditional bedside cribs, Kubbie Sleep can also be used far beyond baby’s first few months as the side just as easily raises to serve as a normal bassinet for naptimes. The bassinet also removes, with its mattress used in the lower area for sleep and playtime, up to 15kgs, or approx three years old.

TEL: 01889 808 900 E: UKSALES@JOIEBABY.COM WWW.UK.JOIEBABY.COM

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ER F F O G S P RIN QUOTE PSSOTT

COMING SOON TO ORANGE TREE TOYS!

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SPRING OFFER - FREE STOCK! RECEIVE A FREE PACK OF LICENSED SKITTLES (worth £79.96 at retail)

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TOYMA ST ER AT 30

Toymaster is marking its 30th anniversary in 2019 with the buying group having seen many stand out moments along the way. PPS quizzes the key management team about some of their memories, challenges and keeping pace with the changing toy industry.

ceremonies I

t’s undeniable that the Toymaster May Show is one of the highlights of the toy industry calendar. The invitation to participate goes out to suppliers straight after the Christmas and New Year break and

Above left: An example of one of the dedicated preschool windows which Toymaster members showcased last year. Above: The Toymaster May Show is returning to The Majestic Hotel in Harrogate from May 21-23.

2019 marks the 30th anniversary the show is generally of the buying group. sold out by the second To celebrate, PPS asked the week in January. management team – md Ian Crucially, while Edmunds, operations director Yogi pretty much everyone Parmar, product selector Paul Reader in the toy industry has a story from one of the and retail manager Brian McLaughlin – for their memories from their themed party nights, time at Toymaster (which you can it is a business first read across the page) and some of show – independent the changes they’ve retailers seen over the years. go there TOYMASTER: “Our members each to buy AT A GLANCE have to deal with their and order books usually There are 145 own local competitive come away bulging current members environment which is after the three days. which between constantly changing,” This year, there’s them have around says Ian. “At an extra bit of frisson 250 stores and Toymaster, we have to around the event – adapt how we support which takes place 23 of the initial and communicate from 21 – 23 May at founder members with our members to The Majestic Hotel are still members meet their individual  in Harrogate – as to this day.

TOYMASTER: AT A GLANCE In 1989 there were eight regional buying groups in the UK and Ireland – seven of these combined to form Toymaster as it exists today.

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07/03/2019 07/03/2019 13:56:53 13:56:53

07/03/2019 13:56:53 07/05/2019 15:12

TOYMA ST ER AT 30

 requirements. The biggest

TOYMASTER: challenge is without AT A GLANCE doubt uncertainty, Two new and Brexit has been a members have big factor in this as it joined since impacts on how our members plan forward.”

January – Ian admits that the Model World in competitive environment Sittingbourne is very different these and Woodley days compared to News in ten or 20 years ago, Berkshire. when the likes of Woolworths and Toys R Us were major players.

“Now they have gone but you have a raft of new entrants, particularly the discounters, who have taken their types of outlets, such place,” he says. “The high street is as coffee shops.” also going through a transformation “There has also been with traditional retail shops closing a lot of consolidation and being replaced by different in the supplier base,” Ian adds. “There are a lot fewer now than Below: Left to right, Ian Edmunds, Brian McLaughlin, Paul Reader and Yogi Parmar. there used to be.”

TOYMASTER: AT A GLANCE Republic of Ireland is the regional area with the most Toymaster members.

If you’re heading to Harrogate later this month for the first time, be prepared for three days of deals, networking with like-minded people and really feeling like you’re truly at the heart of the independent toy trade.

THE QUICK FIRE ROUND

The Toymaster management team (md Ian Edmunds, retail manager Brian McLaughlin, product selector Paul Reader and operations director Yogi Parmar) share their thoughts on the show’s 30 years.

LENGTH OF TIME AT TOYMASTER? Ian: “20 years.”

Brian: “One year.”

Paul: “19 years this year… I planned to do no more than three but now hope to do 30!”

Yogi: “29 years.”

ROLES COVERED WHILE YOU’VE BEEN WORKING AT TOYMASTER? Ian: “Operations manager, marketing and operations director, md.”

Brian: “Retail manager.”

Paul: “Product selector.”

Yogi: “Merchandiser, admin manager, operations manager and operations director.”

BEST THING ABOUT WORKING AT TOYMASTER? Ian: “Every day is different.”

Brian: “The team at Northampton and the members around the country are all helpful and welcoming.”

Paul: “We have a great team that completely buy into the mission statement… ‘to help our members trade more profitably’.”

Yogi: “It’s the people who make the job enjoyable.”

BEST MEMORY FROM YOUR TIME THERE? Ian: “I have lots of good memories, many of them are not printable!”

Brian: “The regional meetings have been a great opportunity to meet a lot of members in a short period of time, but I am looking forward to experiencing May Show for the first time!”

Paul: “I have many great memories, too many to single out any one in particular, but I hope I am going to make many more.”

Yogi: “There are loads, but celebrating my 50th birthday at the May Show was a stand out moment for me.”

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Passionate about Play Original and sustainable wooden toys, designed with love in London for generations to come

Collection 2019 letoyvan.com

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@letoyvantoys

03/05/2019 19:31

WHAT’S NEW TOYMASTER 2019 New products featured at the Toymaster Show 21–23 May JUMBO GAMES With 13 new lines in the quality wooden and cardboard games and puzzles GOULA line this year, Jumbo has a wide range of exciting preschool toys to showcase at the Toymaster show. The products are all made to the highest quality standards and all have educational values in their core designs. New to the wooden puzzle collection are the Magnetic Interchangeable Farm Puzzles, Vehicles Puzzle XXL, and the colourful Peacock Puzzle. In the GOULA games collection new additions include shape and colour matching game, Safari Roulette, the Match & Stack Go Gorilla! game and the fun balancing game of Bunny’s Garden.

Tel: 01707 289289 www.jumbo.eu

RAINBOW DESIGNS The Home of Classic Characters is excited to bring the eagerly awaited official plush collection for DreamWorks’ autumn blockbuster, Abominable, to the Toymaster Show.

The Abominable collection stars the lovable yeti character, Everest, and his co-stars Yi and Peng as super soft plush toys. Also new and on display at Toymaster will be Universal’s DreamWorks Heritage collection, featuring family favourite characters from the renowned blockbusters: Shrek, Madagascar and Kung Fu Panda.

Tel: 01329 227300 www.rainbowdesigns.co.uk

CASDON

GEOMAG

Amongst all that’s new and building on the success of the partnership with Dyson, Casdon recently added the Dyson cord-free Vacuum to its collection. This cordless vacuum is a direct replica of the life-size Dyson and has been specifically designed to be true to life, right down to the last detail.

The model features working suction, spinning beads, realistic sounds and twist and turn action just like the real thing. The spinning beads will mesmerise children and will be an instantly recognisable favourite at home. Designed with the same bright colours as the real-life vacuum, kids will be able to feel all grown up by pretending to clean the house just like mummy and daddy, as well as developing essential life skills.

Tel: 01253 766411 www.casdon.com

Magicube from Geomag allows even the youngest children to develop their first manual dexterity skills by enabling solid 3D building, through simple and creative play activities. The Magicube PAW Patrol character set contains three cubes, with each side featuring a part of the playful pups. Each pack show the pups in different positions and poses, and children can have fun by mixing and matching them all.

Magicube makes children true play experts, giving them the power to shape and develop the toy thanks to their imagination. www.geomagworld.com

SMART GAMES Smart Games will be showcasing its new launches for 2019 at the Toymaster show, including new sets added to the SmartMax range. This award-winning preschool magnetic construction system, allows children aged one year and upwards the chance to explore the fascinating world of magnetism in a fun and safe way. This year the brand is thrilled to announce the arrival of two new My First sets. In the My First Dinosaurs set little ones can mix and match the dinosaurs to create weird and wonderful combinations. The My First Totem set features eight colourful magnetic building blocks, with different sounds, styles and textures and they can combine the sensory blocks to build the coolest totem, or follow one of the 24 fun challenges .

Tel: 01903 885669 www.smart.be

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Golden Bear Products Ltd www.goldenbeartoys.com Tel: 01952 608 308

customerservices@goldenbeartoys.co.uk

02/05/2019 18:23

WHAT’S NEW TOYMASTER 2019 New products featured at the Toymaster Show 21–23 May FLAIR Modern day heroes, PJ Masks join Flair’s 2019 Toymaster portfolio. A major focus for this autumn is the new PJ Masks Seeker which can fit up to four vehicles inside the detachable carrier and up to three PJ Masks figures inside the cabin. Features include a light-up searchlight, disc launcher and a detachable cage. For a quick pursuit of escaping villains there’s even a pull-out ramp and dropdown side door.

Tel: 0208 6430320 www.flairplc.co.uk

ORCHARD TOYS

USBORNE

Orchard Toys will be showcasing three new lines at Toymaster, including an expansion to its colouring book range. This new range features themed activity books such as farmyard, jungle, dinosaur and outer space, as well as More Things To Do and Numbers 1-20. The pages are designed with simplicity in mind, containing bold, uncluttered illustrations, perfect for children aged three years and over.

The colouring books all include bright stickers as well as a range of other activities, including dot to dot and word searches, as well as letters and numbers to trace.

Tel: 01953 859520 www.orchardtoys.com

2019 marks the 20th anniversary of the That’s not my range of touchy-feely books for babies, with new titles and special editions publishing throughout the year.

Over 20 million That’s not my books have been sold worldwide, with one book sold every minute in the UK. This summer sees the launch of several exciting new additions to the series including That’s not my zebra and That’s not my flamingo. Usborne will also be offering That’s not my flamingo event packs, featuring bunting, activities, flamingo standees and inflatable palm trees.

Tel: 0208 6363779 www.usborne.com

CHARACTER OPTIONS With Peppa Pig’s 15th anniversary to celebrate, Toymaster members should ensure they take a look at Character Options’ 2019 Peppa Pig collection. Peppa’s stage playset brings a whole new play pattern to the range. The curtained stage comes with three reversible back drop cards, a pull-out stage floor, sound effects and separate theatre seating as well as themed accessories. Peppa’s Wooden Playhouse is also not to be missed, together with Peppa’s Big Red Car and a fun Mud Kitchen playset.

Tel: 0161 6339800 www.character-online.com

MATTEL Mattel brings excitement and innovation to Toymaster with a dynamic portfolio of the must-have toys in 2019. For the Thomas & Friends range, new additions include small push along engines Hong Mei, Troublesome Truck and Rosie, with Henry, Edward and Belle joining the large push along range. Also new are the motorised engines and playsets Super Cruiser and TrackMaster Cave Collapse Set which are based on the Digs & Discoveries specials.

Tel: 01628 500303 www.mattel.com/uk

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WHAT’S NEW TOYMASTER 2019 New products featured at the Toymaster Show 21–23 May BRIO Youngsters can get ready to swing into action with the interactive Smart Tech Lift & Load Crane set from BRIO. The Smart Tech enabled crane and tunnel communicate with the Smart Tech Engine, which is sold separately, adding to the fun with lights, sounds and actions. This real-life lift and load role-play will inspire young children’s imaginations.

Tel: 01869 363800 www.brio.uk

BRAINSTORM TOYS

HALILIT

Brainstorm introduces new lines to its Outdoor Adventure range which is perfect for preschoolers.

The Outdoor Adventure Camping Projector is a 3 in 1 light that can be used when camping, or in the bedroom and allows children to project images inspired by nature, whilst the base of the Camping Light also projects a star light show.

It also features a nightlight mode with campfire effect, perfect for first family camping trips.

Tel: 01200 445113 www.brainstormltd.co.uk

Halilit will be championing its ever-popular musical range, with a brand-new gift set My First Baby Band at Toymaster 2019. Alongside this new set, it will also be unveiling further additions to Edushape’s 2019 rebranded collection with Textured Pop Blocks which are tactile lightweight stacking cubes with multiple play features and Baby Sensory Balls, a perfectly priced gift set for little ones, plus colourful and fun Tub Buddies, a set of three delightful bath time pals.

Tel: 01254 872454 www.halilit.co.uk

LE TOY VAN New from Le Toy Van this spring is a delightfully quirky set of three happy wooden vegetables in their natural wood pots. The set includes six detachable and interchangeable stacking parts, so children can mix and match to create a carrot, beetroot and radish. This playset is made from solid and smooth replenished able rubber wood and is finished in gorgeous water based colours with beautifully hand sewn fabric leaves.

Tel: 0208 979 2036 www.letoyvan.com

SCHLEICH Schleich offers the perfect portfolio of quality children’s figures and playsets for Toymaster stores and will showcase new equine lines for Farm World and Horse Club amongst others at this year’s show. The preschool offering for Farm World and Wild Life will expand for 2019 and Schleich has also repositioned its popular Dinosaur themed world to suit a younger target group. Thanks to the revised product range, boys can already look forward to exciting adventures with the impressive prehistoric giants, such as the brand new Plesiosaurus or the Dracorex.

Tel: 01279 870000 www.schleich-s.com

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Play Different….. with Janod

Play Different….. with Janod Play Different….. with Janod 32 High Park Road, Kew Gardens, Richmond TW9 4BH • United Kingdom Tel: +44 (0)20 8878 2133 • sales@juratoys.co.uk • website www.janod.com

32 High Park Road, Kew Gardens, Richmond TW9 4BH • United Kingdom Tel: +44 (0)20 8878 2133 • sales@juratoys.co.uk • website www.janod.com

32 High Park Road, Kew Gardens, Richmond TW9 4BH • United Kingdom Tel: +44 (0)20 8878 2133 • sales@juratoys.co.uk • website www.janod.com Jura Toys.indd 1

07/05/2019 15:37

FACE TO FACE WI T H : B ERG TOYS

Berg Toys is steadily building up awareness for its brand and products in the UK market, enjoying solid success last year with its small ride-ons and trampolines. And with a host of new lines launching in 2019, the company is well on its way to becoming a permanent and popular fixture in UK retailers.

PPS finds out more.

GOING

W

hile still a relatively young name in the UK market, Berg Toys is rapidly building up awareness with retailers and consumers.

The company enjoyed a successful 2018 – it was up globally for the year – and the focus for 2019 is continuing to build on this, as UK sales manager Peter Shaw explains: “The small ride-on market

INSPIRING ACTIVE PLAY Berg Toys has more than 30 years’ experience in developing, producing and selling active outdoor items including go-karts and trampolines.

Products are sold through outdoor specialists, toy shops, garden centres, garden machinery dealers and cycle shops, as well as through leisure sites (such as farm parks and theme parks), both online and offline.

The Dutch company has its own team of experienced designers and engineers with safety and sustainability remaining key.

Attention is paid to paint on the products, as well as to the synthetic components of Berg go-karts, while waste materials are submitted to recycling as much as possible.

Above: The Buzzy pedal gokart is one of the key new launches for 2019.

continues to grow for us, but the largest growth currently is with trampolines and this will be the same story this year.”

“The GO2 small ride-on (for ages 10-30 months) launched last year,” he continued. “This has been four years in the making and is a big focus for us in the small ride-on market. The Buzzy pedal go-kart for two to five years (with eight in the range) is also a huge seller for us. Trampolines, of course, can be used by preschoolers and all of our packages come with safety nets. We offer many shapes and sizes to suit all tastes and budgets.”

New lines for preschoolers in 2019 include the GO2 ride-on, Buzzy pedal go-kart – with two new Jeep models – plus a new Reppy range of pedal go-karts for two and a half to six years and two new models in the Buddy range (from age three).

Right: Two new Jeep models are joining the Buzzy range.

It’s certainly a healthy portfolio, although Peter admits that one of the main challenges in the UK market for Berg is awareness.

“Berg is still a young market in the UK and so we rely on retailers displaying the products well online/offline and being proactive with local marketing, running events, etc, and backed up by our marketing campaigns,” he says. “Weather is, of course, an issue at times, particularly dictating success of any outdoor product sales.”

Berg is also working closely with its retailers to help them make the most of its ranges: “Displaying and stocking larger outdoor products is always a challenge for retailers, but with small ride-ons in the range, this helps to spread awareness of the larger models.

We offer our retailers display stands, posters and various POS. We also offer a large inflatable track to borrow or buy for events on site, or to attend country fairs/fetes, for example.”

Berg believes it is very important to promote play, with Peter saying that children need the larger retailers to offer active play toys and not lose all the sales to online. He does see further UK growth coming this year, across all areas as well as for the brand name in general.

He concludes: “Small ride-ons will continue to be strong and also our ever growing trampoline range. There is still good potential for more retailers in the educational, toy and garden centre sectors.”

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Toulouse collection, in white

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N U R S ERY FU RN I T U RE

Get A

Room

Whether the nursery is lovingly styled and ready months before the new arrival is due or is a work-in-progress right up until the last moment, parents can choose from any number of furniture styles and designs. PPS finds out more.

T

here’s something very special about creating a space which is specifically intended for a baby and it can be an important part of preparing to welcome a new addition to the family.

As with anything baby-related, there’s a lot of advice out there; apparently the ideal nursery needs to be relaxing

and stimulating, practical and pretty, colourful and monochrome – but most importantly of all, entirely wipe-clean.

According to Victoria Taylor, brand manager at East Coast Nursery, the furniture sector has continued to sell well over the last 12 months, with price remaining an important consideration across the board.

A MODERN LOOK “The last 12 months have seen us continue to sell more traditional styles well but also an opportunity for trying out more modern styles and offering something a bit different to the usual nursery ideas with more of a modern feel.

This has been great for our new Madrid range, which has high gloss cot bed ends and sliding doors on the furniture. It is being well-supported by our brand ambassador Amy Childs and has proven extremely popular with our new customers. We have

found that the innovative designs have had a fantastic response at consumer shows, on social media and at retail.

Space saving is key to many new parents who live in high population areas and so room is often at a premium.

We offer cots and cotbeds with this in mind and also alternative furniture to compliment the smaller cots. ” Beth Henry, marketing, Obaby

Above: The Panama cotbed from East Coast Nursery is a brand new mid-century style range.

“We’ve seen consistent sales across our furniture range, with a few ranges standing out as bestsellers,” she reveals. “I think most parents are looking for good value for money. Whether it’s a low-mid priced piece that offers the best possible quality for the cost, or a higher-priced room set that will last for years through its multiple functions (and sometimes through second or third babies!) parents want something that represents good value.”

As such, East Coast Nursery believe it is important to offer a wide range of functions in its furniture, such as the space-saving cot for smaller nurseries or the parents’ bedroom. “Equally, we do our best to ensure our larger room sets have additional functions – cotbeds that convert to daybeds, dressers that become 

Left: Obaby’s Madrid range has been a huge success, thanks in part to brand ambassador Amy Childs.

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The Winnie the Pooh Dreams and Wishes nursery furniture set is perfect for families with Winnie the Pooh in mind, and features adorable illustrations of Winnie and friends, co-ordinated delightfully throughout all items in the set.

Beautifully designed and built to last, the furniture set includes a cot bed, under drawer, closed changing unit and spacious double wardrobe, all packed full of convenient storage solutions to give parents a much needed helping hand in organising baby’s room.

The Disney Inspire cot bed thoughtfully combines clean and contemporary design with the delightful addition of Winnie the Pooh, Minnie Mouse, Dalmations or Dumbo illustrations. nspirational thinking

As your child grows, learning to sit and stand, the mattress base can be lowered, with three base heights available in total, providing extra security and reassurance. The cot bed then converts effortlessly from a cot of the highest quality into a cosy and stylish junior bed.

Dumbo Sketch

Dumbo Don’t Fly Just Soar

Dalmatians

Winnie The Pooh Hug Me

Minnie Mouse Hearts

®

www.obabytrade.co.uk 01652 641491

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N U R S ERY FU RN I T U RE chests of drawers – as this gives them a longer lifespan in the home,” adds Victoria.

Panama is East Coast’s brand new midcentury style range. Due into stock in late May, it’s already tipped to be a strong seller.

“We’ve got some really lovely photography for this collection, so it’ll be sure to catch people’s eye on websites and in-store graphics,” said Victoria, who also noted the importance of fashion and trends in this market.

“The 2019 trend report released

by John Lewis suggests that parents are opting for neutral tones – white, grey and tan are the most popular choices for nursery products. We would definitely agree that white furniture sells best, followed by grey.”

Holly John, marketing manager at Chicco, believes that safety is the most important factor for parents, as they look to ensure that their nursery offers a safe and comfortable environment.

She also points out that: “Parents are also looking for furniture that is both practical, durable and long-lasting, so anything that can be adapted as the little one grows will always be popular.”

Chicco has also found that parents are looking for space-saving solutions and so it is always looking for innovative new products to bring to market, as well as ways to further enhance its existing products.

“The new updated Next2Me Magic is a good example of this,” says Holly. “It is our most innovative side sleeping crib  yet and features a range of exciting and

GOING GREY Popular high street department store John Lewis published a ‘Nursery Trends 2019’ report earlier this year, revealing the top products on parents’ wishlists and key nursery trends to watch out for.

The report covers everything from the bestselling items in the retailer’s product portfolio to which colour has become the most popular for nurseries, revealing that grey is now the best-selling option across nursery furniture and decor, with white also remaining popular. According to the retailers’ sales figures, the neutral colour options are now six times more popular than previous bestsellers pink and blue.

Inset: Chicco’s Next2Me Magic has a one-handed drop-down side panel,

unique new features, such as a sliding side panel which makes it even easier for parents to reach their little one during the night. It also includes a new rocking mechanism that can be operated in freestanding mode by the touch of a button.”

While Chicco’s gender-specific colours remain a popular choice for parents, the company has also seen a large increase in demand for neutral colours, such as grey and beige.

Products such as the new Next2Me Magic and Baby Hug 4-in-1 are available in a variety of neutral colours so that they fit in with any nursery design.

As the business development and operations assistant for BabyHub, Gemma Aubert has found that – in addition to safety – price has been an important consideration for many parents. “It is essential to be competitive in a crowded market when developing premium baby products,” she explains.

BabyHub’s NeoSpace bedside crib uses a patented fold-down padded side to ensure there is no gap between the crib and the bed; something the company has have found to be of great concern to many parents in recent times.

Designed with safety as the priority, it can also be reused as a child’s bench once the baby has outgrown the crib.

“We have incorporated a spacesaving streamline finish,” says Gemma, “but also took the decision to include a secondary use as a child’s bench for later on. We thought that being able to include a child-sized bench would be a welcome element in the market!”

Above: The NeoSpace bedside crib from BabyHub come with a patented fold-down padded side.

Of course, it would also match the existing décor as well, making it even easier to incorporate into the style of the nursery. “Aesthetically, we have found that parents are still choosing neutral colours and opting for whites and greys for a crisp clean feel in the nursery or bedroom,” Gemma continues.

“We have opted for a white finish on the wood and grey fabric coverings for the padded fold-down side and fastenings so the crib will compliment the decor in parent’s bedrooms.”

With parents turning to Instagram and Pintrest to seek out the most creative and stylish nursery looks, furniture companies have got their work cut out in balancing new trends with safety and affordability concerns. But regardless of style or budget, one thing is certainly clear – parents looking to create the perfect ambience for their baby’s room have plenty to choose from.

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The new Madrid furniture range from Obaby

• Gloss finish • Chest includes hanging option • Sliding doors • Two colour options, Lunar and Eclipse • Multi use changing top

®

www.obabytrade.co.uk 01652 641491

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WHAT’S NEW FURNITURE OBABY The Grace Mini cot bed from Obaby features a compact design, yet maintains the same valuable features of the full-sized version.

Perfect for those who love the simplicity and elegance of the Grace cot bed, but have limited space. This simple, but stunning mini cot bed thoughtfully utilises clean and contemporary design to become a perfect fit for the smaller nursery. By simply removing the fixed sides and splitting the end panels, the cot bed converts seamlessly from a cot into a cosy and stylish junior bed, meaning minimal disruption during this often daunting transition.

Tel: 01652 641491 www.obaby.co.uk

CHICCO

HUGS FACTORY The Kensington changing table is born to match with Hugs Factory’s Notting Hill range as it is also made out of 100% solid ash wood. A simple and solid design allows it to look as good in a living room as it does in a bathroom or bedroom.

It has wheels so can easily be moved around the house and it has a wide basket and a practical shelf. Kensington also has another use, simply turn the base upside down and it becomes a spacious blackboard with a big basket which can be used to store toys.

Tel: 0039 0461 233200 www.hugsfactory.com

Baby Hug 4-in-1 is a unique multifunctional daytime solution that offers four configurations from one unit to adapt to changing baby care needs throughout the day. Starting as a daytime crib, it can then be transformed into a recliner seat for when little ones want to sit up and then when it comes to dinnertime, Baby Hug can be adapted into a highchair with a removable tray. Lastly, when baby wants to play, it can be transformed into their very first play seat.

Tel: 0208 9536627 www.chicco.co.uk

OBABY Obaby’s new mattress point of sale stand has proven very popular since its launch and is now on display in store at most of our retailers. The stand displays all of its mattress collection, ranging from the simple fibre mattress to its award winning moisture management mattress.

It shows parents the full content and materials used in each mattress with all of the key features listed, offering a great point of reference for staff in store.

Tel: 01652 641491 www.obaby.co.uk

EAST COAST The bestselling Toulouse nursery furniture set is now available in a white finish, alongside the popular grey option. The white option features brushed-silver cup handles, for a modern country style. The three Toulouse pieces – cot bed, dresser and wardrobe – are available for parents to buy separately, and they match the other white pieces in the East Coast collection, allowing parents to mix collections and create their own perfect nursery.

Tel 01692 408802 www.eastcoastnursery.co.uk

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Let’s go OUTSIDE

L

ast year’s glorious summer was undoubtedly heaven sent for UK retailers, leading to an uptick in all aspects of outdoor play and related toy products. Fingers are crossed for a repeat in 2019 and several toy companies are readying new launches for the hotter months which (hopefully) lie ahead.

Plum Products has a range of new outdoor toys for preschoolers across its spring/summer collections as it aims to take children away from screens and out into the garden.

“Stylish and natural looking products, that inspire healthy active play still remain top of mind for Plum consumers; setting the trend for development,” md Paul Schaffer tells PPS. “As educational STEAM toys remain strong, we continue to build on our best selling nature inspired Discovery range. Extending the sensory, water play element the Plum Discovery Forest Water Run will launch this summer.

“Convenience, ease and customised play continue to be the focus and this Right: MV Sports’ Dream Dens have got off to a strong start at retail.

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summer Plum has added playhouses and children’s garden furniture to the ‘Colours by Plum’ collection.

This is a pre-stained wood option for parents who want to add a pop of colour to the garden without the hassle of painting. Currently the collection is available in teal, with an option of a pink playhouse and we are looking to bring in new colours later in the year.”

In addition, the company has also launched a restyled Plum My First Wooden Playcentre, which is described as ideal for ‘beginner adventurers’ to build confidence and supports development.

Paul says that the Plum brand continues to promote active play and is delighted that the wider

Prime selling season for outdoor toys is almost upon us and no doubt collective retail fingers will be crossed for a repeat of last year’s amazing weather.

With the importance of active play for physical and mental wellbeing still high on the news agenda, the toy industry is certainly playing its part. PPS finds out more.

Left: The Scootaseatz is a new launch from the quirky Scooatheadz brand.

media continues to raise awareness on its benefits for physical and mental wellbeing. He adds: “The industry could do more to promote the importance of outdoor active play year round, not just focusing awareness around buying seasons.”

Hippychick has seen sales of its outdoor brands increase dramatically in the last 12 months, with volumes up more than 25% and value sales increasing at an even faster rate, says head of sales Sarah Poole.

The company launched its Trybike last year and debuted four new colours at Toy Fair in January.

In addition, it also launched new helmets to match the Trybikes – which are a range of toddler trikes from the Netherlands which convert into balance bikes – at the Harrogate Nursery Fair in March.

“Encouraging an active lifestyle is extremely important as young minds develop,” says marketing executive Alex Molyneux. “Creating products that introduce exercise from preschool age and make it fun can shape a child’s future and how they look at their future lifestyles.

Putting Trybike in front of the end consumer has definitely proven they stand out from the crowd. The vintage look of the bikes is completely in line with current trends and is very eye-catching.”

MV Sports’ sales and marketing director, Phil Ratcliffe,

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OU T DOOR TOYS & S COOT ER S

RETAIL CHALLENGES

Above: Hippychick has added to its popular Trybike range this year.

says that this year has started well for the company with most of its brands, with customers trading up on the prior year. “In particular our licensed business has started very well, as has our new UMove scooter brand and Dream Dens,” he tells PPS. “I think active play portrays the toy

life as opposed to being disposable.”

Stephanie Westphal, founder and md of Scootaheadz, believes that outdoor play and the drive to get children active will lead to good habits later in life. The company is enjoying solid sales in the outdoor space, with parents happy to pay extra to accessorise their children’s scooters with its quirky products.

“Outdoor play products are built to last and are passed on to siblings and extended family members so have an extended life as opposed to being disposable.” industry in a very positive light and it is important that this should be emphasised. The benefits of active play are irrefutable and innovative products which get preschoolers out and active should be encouraged.

“I often do think that outdoor toys is an underrepresented and underappreciated category within the wider industry. Many outdoor toys such as wheeled outdoor play products are built to last and are passed on to siblings and extended family members so have an extended Below: Plum Products has added playhouses and children’s garden furniture to its Colours

by Plum range, says md Paul Schaffer.

Bestsellers include the white and pink unicorn Scootaheadz, while the company has recently launched the Scootaseatz, an accessory which allows children to take their cuddly toys out for a ride in style.

Stephanie says: “Lots of mums have given me the feedback that their children love the Scootaseatz idea as the children can imitate the mum who might carry a younger sibling in a children’s bike seat.

They now have the equivalent for their cuddly toy on their scooter.”

It seems that there is certainly still innovation aplenty in the outdoor toy space. Let’s just hope that the sun God smiles on the UK once again this summer.

“Space is always at a premium in bricks and mortar retailers and it can be even more of a challenge for outdoor toys, that typically take up a lot of floor space,” says Hippychick’s Sarah Poole. “To successfully negotiate dedicated space in-store requires a special product with unique appeal and in this way Trybike is really delivering for Hippychick. Many of our independent retailers created stunning Christmas window displays and thanks to the cool retro look of Trybike and its clever 2 in 1 construction certainly helped to set it apart from other better known balance bike brands.”

MV Sports’ Phil Ratcliffe believes it’s important to focus on each retailer’s different requirements.

“The retail landscape seems to be consolidating so it is vital that we identify and work closely with the major players going forward,” he says. “Each retailer has different requirements; some focused on exclusivity, others on promotions or perhaps enhanced online, catalogue or in-store presence. It is important to tailor the correct package with each individual customer.”

Meanwhile, Plum Products has developed a solution for its retailers which allows large outdoor play equipment to be sold in-store. Paul Schaffer explains: “The Plum Gift Box and stand offers a large range from Plum on the shop floor, including trampolines, round pole swing sets and climbing fames. The gift box provides parents and grandparents with a physical gift to give with the convenience of home delivery.”

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WHAT’S NEW OUTDOOR TOYS PLUM Plum continues to encourage healthy, active play all-year round. With everything from indoor role play to new Globber scooters and Lil’ Monkey domes. As well as all this, Plum is adding an exciting water play edition to its award-winning, nature inspired Discovery collection later this year.

Tel: 0344 8805302 www.plumplay.co.uk

HIPPYCHICK The Trybike Steel Vintage has been designed and developed in the Netherlands by Co&Co after many years of experience with balance bikes. Co&Co has applied its experience and selected the best materials, created the most durable construction and added stunning details as well as a quality finish to this range. The bike can be converted from a tricycle into a bicycle with a few simple steps.

Tel: 01278 434440 www.hippychick.com

CHICCO The new Scuderia Ferrari balance bike from Chicco is ideal for children aged two years and over and is larger than its award-winning Red Bullet balance bike measuring 57cm x 85cm. The ultra lightweight metal frame means its new balance bike is really easy for children to manoeuvre and the adjustable, soft handlebars and seat means it can be adjusted to grow with the child.

Tel: 0208 9536627 www.chicco.co.uk

CHEEKY RASCALS Conveniently fitting all scooter brands and a selection of bikes and trikes, Scootaseatz encourage little ones to get out and about in the great outdoors alongside their favourite cuddly buddy. Any soft toy can simply be strapped in and whisked away on a multitude of adventures.

Available in two designs, pretty pink and cool aqua, Scootaseatz are the perfect way to include all children in imaginative play.

Tel: 01730 895761 www.cheekyrascals.co.uk

WILTON BRADLEY A range of best-selling electric ride-ons available exclusively from Wilton Bradley will be on display at this month’s Toymaster show. The range will include the brand new McLaren P1, Audi TT and the BMW police bike. These eye-catching and fun replica ride-ons for youngsters are a must-have this spring.

Tel: 01626 835400 www.wiltonbradley.com

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Green Board Games presents...

G G I ER B A range for 2019

01494 538999

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G A MES & P U Z ZLES

The na me of

THE GAME With families increasingly looking to make the most of quality time together away from digital screens, the booming games and puzzles category is in the perfect position to capitalise. PPS catches up with some of the key players to find out what they have coming up this year.

“

P

uzzles have always been seen as a key development toy for preschool children,” begins Mike Hartshorn, head of sales at Orange Tree Toys, “as they really help encourage the development of fine motor skills, hand/eye coordination, problem solving and so on in a fun way, so children are learning and developing as they play. By adding an additional aspect such as letters or numbers, we are adding more value to the learning aspect and that has huge appeal for parents.”

Orange Tree Toys is just one of the companies currently enjoying success in the booming games and puzzles category. Its Crocodile Alphabet Puzzle has consistently been the company’s number one bestselling

product every year since it was launched in 2012. Over the past year, it has added to its puzzle offering with more alphabet and number puzzles, plus new mini-puzzle sets.

Further launches are planned for this year including Disney licences, while August will see the arrival of Orange Tree Toys’ Moon & Me collection which includes number puzzles, among Right: Matcha-Rhyme, a sing along nursery rhyme tile game is part of Green Board Games’ new Leaps & Bounds range.

Above: Let’s Go Lotto is among the new launches from Orchard Toys.

other lines. “I think if you have the right licence then it can be hugely important, but having a licence that works for your product and target consumer is critical,” says Mike.

“This is why we are so excited to be involved with something as special as Moon & Me from its inception.”

Jumbo Games has also been enjoying the fruits of major licences such as Peter Rabbit of late. “Our 4 Shaped Puzzles in a Box and Giant Floor Puzzle have opened up new retail outlets through gift and garden stores, as well as being popular in traditional toy shops,” says Steven Russell, Jumbo’s UK marketing manager.

The company is also due to launch a collection for Moon & Me in September including a 4 Shaped Puzzle Box Set and 4-in-1 Puzzle Pack. “We are also working on two additional puzzle formats that combine PROGRES SIVE PRESCHOOL

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G A MES & P U Z ZLES

RETAIL BOOSTERS “It is always good to have demo product around, often if a child spontaneously picks up and plays with a toy in-store, that can really help with the buying decision, we see this time after time with our own Push Alongs,” says Orange Tree Toys’ Mike Hartshorn. “If this is not possible, then the next best thing is to make sure that the products are offered in a bright, colourful eye catching display so that it can speak for itself; this is where packaging is so important so consumers can see what they are buying.”

Orchard Toys’ Simon Prest is a big advocate of in-store demo days: “In-store demo days seem to really work well, giving parents Right: Puzzles have always been seen as a key development toy for preschool children, says Orange Tree Toys.

 the show’s storytelling and

creativity, with engaging puzzle manufacturing,” Steven continues.

On top of its licensed collections, Jumbo Games has also invested more into its ‘think green’ initiative for 2019, developing a range of games for ages 3+. “Each product in the Eco Games range has been manufactured using 100% recycled paper, cardboard and plastics, in response to retailer and consumer demand,” Steven says. “Our first titles in this new range are Catch the Mouse, Colour Chameleon, Peek-a-Boo and Honey Yummy. We already use % recycled cardboard to manufacture our jigsaw puzzles, so our new range only strengthens our commitment to sustainability.”

Orchard Toys, meanwhile, is celebrating exceeding some challenging targets on its games and jigsaw puzzles over the past 12 months, with the company seeing uplift across the board in all retail sectors.

“Our top sellers in the 0-3 year old preschool category have been Smelly Wellies and Farmyard Heads and Tails,” offers sales director, Simon Prest. “These products have

the opportunity to engage and interact with products and see the value and quality of them.”

Jumbo’s Steven Russell agrees that having stock out of the box and on display is a great way for retailers to further boost their sales in the category. “Having the product ranged for the specific target ages and making this easily identifiable in-store is also key,” he adds. “Along with promoting the educational values and game play formats through eye-catching displays; making their value clear and precise is a good way. This means less time spent wondering ‘is this suitable?’ or ‘what does it offer?’ for educational value, is an easy win.” consistently outperformed expectations and sales; we attribute the attractiveness of these products to their simplicity and fun.” The company will be adding six new colouring book titles to its existing range, while it has also launched travel-themed Let’s Go Lotto, plus a collection of two-piece Mummy and Baby jigsaw puzzles with six in a box.

Simon continues: “We live by our values of learning made fun, ensuring education and fun is a priority in our games.

Designing games that are fun and

simple keeping little minds engaged is the recipe for success for us.”

Since its launch in 2008, over eight million BrainBoxes have been sold worldwide in 28 languages across 64 countries. Green Board Games’ Karen Nunn says: “My First BrainBox and Fat Brain products continue to perform well in this category and are real must-have staples for any preschool portfolio. The easy game-play and innovations seem to resonate with both consumers and in turn retailers who are looking for fun, educational properties to promote learning and early skill development.”

In addition, the company has launched a new Footsteps range, aimed at ages 3+, plus Leaps & Bounds for under-3s. “The Footsteps collection stands out with striking on-trend designs and includes proven formats to help children fine-tune their motor skills and hand eye co-ordination,” says Karen. “With RRP typically under £10, Footsteps is a great capsule range for retailers of any size.

“Further bolstering our robust preschool offering is Leaps & Bounds, promising safe and engaging high-quality play experiences for the under 3s. This range includes Miximals, complete with fun-tolearn animal facts and Match-aRhyme a sing along nursery rhyme tile game for extra interactivity.”

In this digital age, it is encouraging that the games and puzzles category continues to be as robust and innovative. And with digital detoxing on the rise and families looking for activities they can all participate in, there can only be further growth on the horizon.

Right: Colour Chameleon is part of Jumbo’s new Eco Games collection.

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®

We’re Ready for Adventures!

Tel: 020 8804 0563 sales@fiestacrafts.co.uk www.fiestacrafts.co.uk Fiesta Crafts Ltd - 121 Brooker Road, Waltham Abbey. EN9 1JH

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BRAND NEW! Hand Puppets with moving mouths!

08/05/2019 11:10

WHAT’S NEW GAMES AND PUZZLES HAPE The all new 2-in-1 World Tour puzzle and game from Hape will enrich a child’s understanding of the world around us.

First children must complete the 100-piece puzzle illustrating beautifully the countries of the world and then they use the wooden characters and dice to travel to each continent understanding each nations wildlife and landmarks as they go.

This game offers a combination of challenging, educational and competitive fun.

Tel: 0845 6000286 www.hape.com

ORANGE TREE TOYS

UNIVERSITY GAMES University Games is pulling out all the stops this year with the launch of a number of exciting new lines, adding yet more strength to its games line-up for infants. The new range includes the preschool game Five Little Fish where players choose a Lily Pad card and then use a fishing rod to hook the fish they think will match it. If it is a match, they keep the catch and the player who catches the most fish wins.

Tel: 03334 050120 www.universitygames.co.uk

Puzzles are a key line in many of Orange Tree Toys’ ranges. Perfect for encouraging preschoolers to count and learn their ABC’s, there have been several new lines of puzzles released across all the new ranges for 2019. These ranges include beautiful number puzzles in a flamingo, unicorn and dinosaur design, brightly coloured alphabet puzzles for the animal pirate and dinosaur collections, as well as some lovely little mini puzzles across the new lines.

Tel: 01242 244500 www.orangetreetoys.com

PAUL LAMOND GAMES Launching this summer from Paul Lamond Games and new from The World of Dinosaur Roar is Dinosaurs Galore.The new preschool board game where dinosaur Squeak is looking for all her dinosaur friends. Players must answer prehistoric questions, name different dinosaurs and make the loudest roar to collect dinosaur figures and help dinosaur Squeak find her friends.

Tel: 0207 2540100 www.paul-lamond.com

RAVENSBURGER Peppa Pig My First Puzzles are two piece puzzles which are cut to a unique shape and show a different character. Both the text and the characters are separate shaped pieces that are easily pushed out from the surrounding frame and repositioned as required. These jigsaws are a great introduction to puzzles for children aged 18 months and over.

The puzzles are made from super-thick, double laminated card and are presented within different coloured frames.

Tel: 01869 363800 www.ravensburger.org/uk

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of the matter The love for arts and crafts and getting creative is showing no signs of slowing, for preschoolers, their parents, toy companies and retailers. With a stream of new products hitting shelves, as well as retailers investing in ‘try me’ areas and other in-store activity, further growth is certain.

PPS catches up with some key players in the sector.

C

“

olouring is one of the most popular creative activities in preschool age, while it’s proven to encourage kids’ imagination,” begins Iro Theodoritsi, European senior brand manager, Crayola division at Vivid Toy Group, when asked why the creative play sector is such an important one for preschoolers.

One of the first activities which children probably actively take part in, colouring, painting, moulding, doodling, mess-free

play, the creative play category is solid business for retailers all year round. And there’s plenty of product out there to choose from, too.

Vivid’s preschool creative business with Crayola has been growing substantially over the last years, Iro explains to PPS, driven by its unique mess-free colouring experience and innovative colouring tools, especially designed for little hands.

“More parents and caregivers acknowledge the power of creative colouring and encourage their little artists to have fun colouring, but preferably without any mess,” says Iro. “And that’s what makes Color Wonder (mess-free) and My First Crayola (washable) range so popular.”

Above: Licences are key in the Crayola portfolio.

New launches from Crayola this year will highlight Toy Story 4 and Frozen 2. A line of themed colouring tools will be introduced such as Colour & Sticker, Giant Colouring Pages with Stickers, Colour & Create Cases and Colour Wonder in a folder pack format that helps children store their favourite creations and markers.

The brand also works hard to ensure that retailers have a solid and innovative offer for their shelves, as Iro explains. “Crayola works hard to innovate and have enjoyed a global success with Washimals, transitioning traditional colouring into toy play and collectability,” she says. “It is a category that will continue to be supported with unique product offerings.”

Below: Little Brian’s Paint Sticks has won 18 consumer awards since launch back in 2016.

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CREATI V E P LAY TOMY is another company enjoying a strong position in the creative play space with Aquadoodle over the past year. It has maintained its number one position in mechanical design, with five skus in the top 20, says Natalie Frow, European senior brand manager at TOMY Europe. Top sellers last year included the Super Rainbow Deluxe, Classic Mat and Peppa Pig Mat, while 2019 sees it expand its age range from its core business at 18 months to a new line targeting children aged three and up with a more educational feel.

Natalie tells PPS: “The arts and crafts category has seen an increase in demand for learning and development items which is why we have introduced a range of educational toys for three and up to encourage parents to help their children learn in a fun and creative way.

“The new three-plus range has three new products teaching children step by step how to draw, learn their ABC and just pure doodling. And not forgetting the key message – mess-free fun, whether at home or on the go.”

Little Brian’s Paint Sticks have also proved popular in the preschool space – winning 18 consumer awards since launch back in 2016.

“During 2018 we invested a lot of our time in new product development to introduce new 2019 product ranges to the Paint Sticks family,” says marketing executive, Emily Griffiths. “The past 12 months we have

not only focused on UK sales, but spreading brand awareness of Little Brian internationally to appoint distributors in 15 countries to grow the brand.”

Trends UK distributes the Paint Sticks brand in the UK and Ireland and is working with Little Brian to bring three new products to market this year: Paint Sticks 2in1 Art Station, Paint Sticks Bucket and Face Paint Sticks.

“Consumer feedback on the range has been that our Paint Sticks are perfect for on the move, so we have brought to market products and packaging which enable consumers to utilise Paint Sticks while on the go,” says Lindsay Hardy, marketing director at Trends UK. “This year will also see TV advertising of Paint Sticks for the first time this autumn, plus social media campaigns targeting mums.

“Sales have been strong for the Paint Sticks ranges throughout

Above: TOMY Europe has expanded the Aquadoodle range to offer products from six months to three years

the year, but we’ve seen particular spikes in buying linked to popular holidays and seasonal demand.

When children have gone back to school, we have seen a rise in sales for our Classic Paint Sticks while our Metallic Paint Sticks were a huge hit for bonfire night and in the run up to the Christmas period.”

Lindsay continues: “The preChristmas sales also saw a rise in sales across our Paint Sticks range, our six packs made it a perfect stocking filler while our new 24 Assorted Pack proved popular with its release in the build up to Christmas.”

With such a wide range of product for retailers to stock, it seems like the creative play category will continue to be quite a draw for a while yet.

Left: Washimals is an example of Crayola innovating the creative play space.

EDUCATIONAL BENEFITS The creative play category is seeing more and more attention from both parents and the education and childcare sector, says Little Brian’s Emily Griffiths.

“Giving children the ability to create things and manipulate different materials is extremely important in their development, improving creativity, physical dexterity and how children express their feelings,” she says. “As a result consumer demand and usage for creative play products continues

to grow. Our Paint Sticks allow for a range of learning experiences with the versatile nature of the product and the different techniques that they offer.

“Allowing children to paint, without the usual associated mess, is a specific advantage for children in the Special Educational Needs (SEN) sector as it means no paint will get on hands, clothes or surfaces.”

TOMY Europe’s Natalie Frow is also keen to highlight the educational benefits of the

category. “We offer a range of products from six months to three years, all offering different development skills from stamps for mark making to pen holding for three years plus so children can grow up with Aquadoodle,” she says. “The new three-years range has three new products teaching children step by step how to draw, learn their ABC and just pure doodling. And not forgetting the key message – mess-free fun, whether at home or on the go.”

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WHAT’S NEW CREATIVE PLAY ZIMPLI KIDS Getting creative from a young age can help a child develop fine motor skills ready for the future. Zimpli Kids’ unique playtime products are a fantastic way to help youngsters learn and grow. Zimpli Kids’ new Gelli Worlds Dino and Fantasy packs are perfect for little ones to explore their creativity and imaginations.

Simply add water to the inflatable tray then sprinkle in the Gelli powder to create a colourful goo. Children can add in the eight piece figure set and let their imagination run wild. Just like the entire Zimpli Kids range, Gelli Worlds are 100% safe on skin, nontoxic and easy clean.

Tel: 08454 591818 www.zimplikids.com

TRENDS UK The awards-winning no-mess Paint Sticks range from Little Brian is being expanded with the new Paint Sticks Classics Art Station.

Ideal for creativity anywhere, the fold up, double sided easel has a whiteboard and chalkboard side.

It comes with six classic Paint Sticks and Chalk Sticks, paper and a duster, so it is ready for action straight out of the box and provides handy storage when playtime is done.

Tel: 01295 768078 www.trendsuk.co.uk

HALILIT Halilit is expanding its musical gift set range with My First Baby Band – the perfect gift for six months and over. This collection of bestselling shakers, rattles and bells is sure to be a hit with little hands, encouraging them to explore the creativity of making music, whilst parents will love the robust nature and gentle sounds Halilit instruments produce.

Tel: 01254 872454 www.halilit.co.uk

JUMBO GAMES The Dessineo Learn to Paint range from Jumbo Games helps children aged four and over to start honing their creative skills and create beautiful pictures by following easy step-by-step guides. Products in the Learn to Paint range include the Dessineo Artists painting easel and Painting With Stencils and Painting

By Numbers packs that allow children to paint pictures of jungle and farm animals and recognisable characters such as pirates, robots and superheroes.

Tel: 01707 260436 www.jumbo.eu

MARBEL Press it, mould it, knead it, squeeze it and sculpt it.

Mad Mattr now goes mobile with its very own brightly coloured Tool Box Construction Set. Complete with over 20 brick building tools and two packs of Mad Mattr’s super soft compound, that’s all the essentials to maximise and construct play wherever children go.

Tel: 0845 6000286 www.marbel.co.uk

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IN NUMBERS Above: Huggle’s window displays change frequently and attract a lot of attention.

THE TOP

GETTING DIGITAL

• Facebook, Twitter or Instagram?

Instagram all the way!

• The most common search term used to reach Huggle.co.uk is ‘modern baby store’.

• The strangest search term used to reach Huggle. co.uk is ‘Katie Price!’

(It’s something to do with a dating app, apparently!)

Below: Huggles’s online offering. Not a dating app.

ON THE WAY “Products for parents who travel frequently or who wish to to remain mobile with kids – the babyzen Yoyo, Stokke Bedbox, JL Childress ultimate car seat bag).””

ON THE WAY

OUT

• B abyzen Yoyo pushchair • U PPAbaby Minu pushchair • Monte Design Joya Rocker • S tokke Sleepi Mini • L eander Linea cot • Jetkids Bedbox ( Yes, we know that’s six).

A London-based nursery retailer dedicated to the very best baby and children’s products, Huggle is a unique one-stop-shop where parents have access to the latest in modern parenting must-haves. Launched in 2010, Huggle also offers a number of parenting and ante-natal classes and has a strong online offering. PPS spoke to owner Jason Heller to find out the figures behind the store’s success.

UP

FACT S A N D FI G U RES

“Three-wheel pushchairs.”

HEY, GOOD LOOKING! Above: The Stokke Sleepi Mini is a popular gender-neutral choice.

PEOPLE POWER

The Huggle team consists of nine people – Jason and his wife Rachel both still work in the shop they opened nine years ago.

“We change our window displays every six weeks, as we have eight extremely large windows which are very visible to customers passing the store during the day and at night.”

Above: The iconic Huggle counter.

STORE STATS

• Huggle is roughly the size of 400 Stokke Sleepi Cots laid alongside each other.

• Average spend per transaction is around £250.

Above: Customers can enjoy a proper cup of coffee while they shop – now that’s service!

LONG-TERM RELATIONSHIPS

“We have been working with UPPAbaby since the beginning – I remember my first meeting in our front room with Richard Bamforth when Huggle was just an idea that Rachel and I had come up with.”

Left: The UPPAbaby Minu pushchair is a best-seller for the Huggle team.

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