FEBRUARY 2019
for home & lifestyle retailers. Est.1975
Trending now: 3 global toy trends that will take 2019 by storm
Nutrition
How to feed your kids without creating a wasteful mess
The organic journey How Aromababy created a global empire Proudly supported by the Australian Gift & Homewares Association - the Voice of the Industry
AROMABABY® was develop the world’s first, natural skinca neonatal research, with the
Developed as the first brand of its kind. Exporting for fifteen years Australian made and owned No petro chemicals No sulphates No added colour No artificial fragrance No propylene glycol No cocoamphodiacetate No silicone No animal ingredients No lanolin, goats milk or dairy Gift with purchase available Stylish counter display option AWARD WINNING
Aromababy® Natural Skincare Tel: +61 3 9464 0888 Email: info@aromababy.com Web: www.aromababy.com
r th rsa 2 5 ve ni An
ped over twenty years ago (Est. 1994) as are brand for mother and baby to combine e use of natural and organic ingredients.
y
for home & lifestyle retailers. Est.1975
Giftguide is published by
THE INTERMEDIA GROUP PTY LTD ABN 94 002 583 682 41 Bridge Rd Glebe NSW 2037 Australia Ph: 02 9660 2113 Fax: 02 9660 4419 MANAGING DIRECTOR: Simon Grover PUBLISHER: Mark Kuban EDITOR: Marion Gerritsen marion@intermedia.com.au NATIONAL ADVERTISING MANAGER: Carolyne Gowen cgowen@intermedia.com.au DESIGN: Chris Papaspiros, Adrian Tipper PRODUCTION MANAGER: Jacqui Cooper HEAD OF CIRCULATION: Chris Blacklock DISCLAIMER This publication is published by The Intermedia Group Pty Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials. The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information. All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication. Copyright © 2019 The Intermedia Group Pty Ltd.
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08
31
In this issue
20 in focus the past, present and future with Aromababy
8 profile Subo is the world’s first non-squeeze food bottle
24 branding Bright Baby Imports rebrands
10 trends 3 global trends that will take 2019 by storm
26 products gifts for babies, kids and mums-to-be
14 visual merchandising fabulous window displays from around the world
contents
20 14 10 24
December 2018  5
YOU ARE
what you eat Subo is a fabulous invention designed to quickly feed toddlers and bubs nutritious meals that won’t cause a wasteful mess.
8 giftguideonline.com.au
subo
W
hen parents drop their kids off at day care or school, they want to make sure that they are well taken care of while they
are not at home. This includes getting the right nutrition without creating a wasteful mess. For Glen Mayer and his wife Julie-Anne this was the inspiration to launch Subo back in 2017. “We first thought of the idea back in 2012,” explains the co-founder. “The inspiration was born out of necessity. We were a young family always on the go trying to feed our homemade foods a toddler and infant. We searched for a product that could help us, but found that most were flawed. So we invented our own!” CLICK
+ TO READ MORE
“We engaged industrial designers to help test and refine our invention, IP lawyers to protect our ideas, and market researchers to ensure we had tick the right boxes with our target market.”
February 2019 9
Toys will TREND ALERT:
be toys
Mobiles, iPads and games have taken over kids’ lives, however, there seems to be a turnaround happening with toys encouraging active play and imagination becoming increasingly popular, not the least because of parents’ influence and nostalgic views. Here we look at 3 global trends that will take 2019 by storm.
R
eady, steady, play!
Wanting to promote the physical health of their
Balancing, jumping and
children, parents see toys that combine exercise
leaping―isn’t that what all
with fun as the best way to encourage children
kids do? Unfortunately, they
to get active. On top of this, sporting pursuits
are becoming increasingly less active. Mobile
also improve body awareness, our sense of
phones, TV and the like have long reigned
balance and response times.
supreme, casting their spell over children. But lifts
The Ready, Steady, Play! trend combines
and escalators also make our lives easier and we
movement with heaps of fun―both indoors
don’t even walk short distances anymore.
and outdoors ―encouraging kids to leave their
10 giftguideonline.com.au
trends
February 2019  11
trends
smartphones in a corner and forget about them.
The Phlat Ball from Goliath is much more than
Toys to match:
just a ball. As if by magic, it transforms from a
The Highwaykick 1 from Scoot and Ride is the
frisbee into a ball during flight. Designed for
perfect companion for children aged one to five.
children from five years, this game is so much fun it
Its stability enables the younger kids to move
gets kids moving and puts their quick reactions to
safely and comfortably in a seated position. The
the test. Played in twos or in teams, the Phlat Ball
patented safety pad offers additional protection.
encourages plenty of action as well as ideas for
It is also height-adjustable so that the product
different games.
grows with the child. The Highwaykick 1 can be
Embracing the great outdoors and training like
transformed into a scooter in seconds and without
a ninja. Inspired by professional rock climbers,
the use of any tools.
the Ninjaline Climbers Ladder from b4Adventure CLICK
12  giftguideonline.com.au
+ TO READ MORE
Cool kids SONNTAGSKIND
TUTU ET TATA
THE
Merchandising inspiration from these baby and child stores across the globe.
BARNEY & BEAU
14  giftguideonline.com.au
SERENDIPIA KIDS & BABY
SHORTIES KIDS
visual merchandising
KIRA KIDS
PETTILANT
PEPPA PENNY
NURKA KIDS
February 2019  15
CYANO
ATELIER BEBE
DE PEUS A TERRA
IN MY HOOD
16  giftguideonline.com.au
visual merchandising
OVER THE MOON
LITTLE NOOK BOUTIQUE
MISS ROSE SISTER VIOLET
INFANCYSHOP
February 2019  17
Looking for a traditional toy range with a modern twist that’s clever, classic, eco and practical?
To view the full range visit www.axistoys.com • Ph 02 9986 3456 • or visi
Sourced from near and far, including local and European-designed brands
it us at Reed Gift Fair Stand H46, Level 4, ICC, Darling Harbour 23-27 Feb
it gets
AS GOOD AS
With a passion for natural and organic, Catherine Cervasio aims to share her knowledge and experience with the rest of the world and empower others to begin, grow or sustain businesses.
W hen asked to
back a little over the past few years to focus on raising her two sons. “Over the past three
develop a new skincare
years I have also worked
brand 18 months ago, it was the
on several projects as a
perfect opportunity, at the right
consultant,” she explains.
time, for Catherine Cervasio.
“With this latest project,
The Aromababy founder
20 giftguideonline.com.au
ago but she had scaled
and my two ‘babies ‘all
launched her baby
grown up (now aged 18
skincare business 25 years
and 24) you could say I have
in focus
taken more of a personal interest. “I was approached to work on developing this new brand―GL (taken from the company name, Greenleaf) Natural Beauty 18 months ago, during a trade show in Shanghai. This Australian made collection of products champions an impressive lineup of locally grown, superfoodtype ingredients including Japanese green tea, avocado, Kakadu plum and amaranth. We launch with five February 2019 21
products in the coming months, with a further three products planned for late 2019.” As with any product development, there are often challenges, says Cervasio, not the least of which is mastering a way to stabilise new raw material combinations. “When I developed Aromababy it was the first natural brand of its kind for babies so it was no surprise I struggled to find cosmetic chemists who had expertise in natural formulations. Whilst natural and organic products are certainly more CLICK
+ TO READ MORE
22 giftguideonline.com.au
in focus
February 2019  23
years
THE WONDER
The new year has got off to a great start for Bright Wonders with a new name, new logo and more than 200 new products launching in the first half of 2019.
24  giftguideonline.com.au
branding
A
name change can be a
Bright Baby Imports was established in 2004
tricky thing, especially when you
as an exclusive Australian distributor of European
have been in business for quite
baby items and toys. Fifteen years on, the business
some time. However, for Bright
has evolved to include playthings and educational
Baby Imports it was the right time for a rebrand, to reflect the growth and evolution of the business.
toys for 0 to 12 year olds. “Every year we launch hundreds of
Now called Bright Wonders, owner Teresa Roos
innovative toys that encourage learning, spark
says the new brand name and logo sets the scene
fun and invite creative play. Over 200 new toys
for where the company is and where it’s heading.
alone will be launched in the first part
“Bright Wonders came about as ‘Bright’ is a nod to where we have been and ‘Wonder’ conjures up the
of 2019.” Indeed, Bright Wonders has an extensive
ideas of amazement, fascination and curiosity…the
range of beautiful, durable and award winning
perfect blend to reflect who we are,” she explains.
toys, gifts and games from Europe.
CLICK
+ TO READ MORE February 2019 25
1
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Toys, games, clothing and educational products for babies, kids and mums-to-be
3
4
1. elou hedgehog, wholesales for $23.80. Artiwood Australia, 02 8294 3030, info@artiwood.com.au, www.artiwood.com.au, facebook.com/artiwoodaustralia, instagram.com/artiwoodaustralia 2. Eguchi aqua sea gull, wholesales for $120. Axis Toys, 02 9986 3456, paulaopfer@axistoys.com, www.axistoys.com, facebook.com/AxisToys/, instagram.com/axis_toys/ 3. Guess How Much I Love You Nutbrown Hare comfort blanket & plush rattle gift set, wholesales for $22.70. Jasnor (Australia), 03 9562 9900, sales@jasnor.com, www.jasnor.com.au, facebook.com/JasnorAUS/, instagram.com/JasnorAUS/ 4. Baghera jet plane, wholesales for $39.50. Bright Wonders, 1300 859 566, info@brightwonders.com.au, www.brightwonders.com.au 26  giftguideonline.com.au
products
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1. Janod Spirit Philip sidecar, wholesales for $29. Bright Wonders, 1300 859 566, info@brightwonders.com.au, www.brightwonders. com.au 2. Elephant comforter toy, wholesales for $9.45. ES Kids, 08 8371 0371, sales@eskids.com.au, www.eskids.com.au 3. Djeco Babymaraki shaker, wholesales for $7.90. Kaleidoscope, 07 3375 6446, sales@kaleidoscope.com.au, www.kaleidoscope.com.au, facebook.com/kaleidoscopeaustraliapl, instagram.com/kaleidoscope_australasia 4. Profile Australia baby pram albums, wholesale from $13.61. Profile Products Australia, 02 9476 4568, sales@profileproducts.com.au, www.profileproducts.com.au, facebook.com/ ProfileAustralia, Instagram.com/ProfileAustralia 5. Rosemarie rag doll, wholesales for $45. Kate Finn, 02 4869 1201, info@katefinn.com. au, www.katefinn.com.au, facebook.com/katefinn.com.au, Instagram.com/katefinnaustralia 6. Colourful Plush Llama, wholesales for $20.50. TNW Australia, 02 9559 1300, sales@tnw.com.au, www.tnw.com.au, facebook.com/tnwaustralia, instagram.com/tnw_australia
BACK TO CONTENTS
February 2019  27
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1. Indigo Jamm Bernie bus ride-on, wholesales for $75. Artiwood Australia, 02 8294 3030, info@artiwood.com.au, www.artiwood. com.au, facebook.com/artiwoodaustralia, instagram.com/artiwoodaustralia 2. Sassi Junior Houses of the World, wholesale for $22.25. Axis Toys, 02 9986 3456, paulaopfer@axistoys.com, www.axistoys.com, facebook.com/AxisToys/, instagram.com/axis_toys/ 3. green sprouts Snap & Go easy-wear bib, 3-piece set wholesales for $11.50. For Baby and Up, 02 8011 3873, info@forbabyandup. com.au, www.forbabyandup.com.au, facebook.com/forbabyandup, instagram.com/forbabyandup 4. Baghera My Great Wagon, wholesales for $87.50. Bright Wonders, 1300 859 566, info@brightwonders.com.au, www.brightwonders.com.au 5. The World of Eric Carle The Very Hungry Caterpillar Limited Edition 50thAnniversary plush & print gift set, wholesales for $27.25. Jasnor (Australia), 03 9562 9900, sales@jasnor.com, www.jasnor.com.au, facebook.com/JasnorAUS/, instagram.com/JasnorAUS/ 6. Stretch Sloths in Tree Stump, wholesale for $10.50. TNW Australia, 02 9559 1300, sales@tnw.com.au, www.tnw.com.au, facebook.com/ tnwaustralia, instagram.com/tnw_australia 28  giftguideonline.com.au
products
2
1
1. Maud n Lil Ears comforter, wholesales for $16.20. Axis Toys, 02 9986 3456, paulaopfer@ axistoys.com, www.axistoys.com, facebook.com/ AxisToys/, instagram.com/axis_toys/ 2. Sophie La Girafe bead maze, wholesales for $25. Bright Wonders, 1300 859 566, info@brightwonders. com.au, www.brightwonders.com.au 3. Dome butterfly musical jewellery box, wholesales for $29.95. TNW Australia, 02 9559 1300, sales@ tnw.com.au, www.tnw.com.au, facebook.com/ tnwaustralia, instagram.com/tnw_australia
4
4. The Little Wiggles Lullaby Lachy Feature
3
Plush, wholesales for $22.70. Jasnor (Australia), 03 9562 9900, sales@jasnor.com, www.jasnor. com.au, facebook.com/JasnorAUS/, instagram. com/JasnorAUS/
E R SA RY
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9
01
YEAR
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100% Australian Company
ERSARY
Reed Gift Fair Sydney 23rd – 27th February, 2019 • ICC Sydney Exhibition Centre – Stand GG28 (07) 3375 6446 • sales@kaleidoscope.com.au • www.kaleidoscope.com.au Kiddie
®
Connect
mamagenius ®
...wheely fun!
BACK TO CONTENTS
February 2019 29
2
1 3
6
5
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1. elou mouse trailer, wholesales for $42.85. Artiwood Australia, 02 8294 3030, info@artiwood.com.au, www.artiwood.com.au, facebook. com/artiwoodaustralia, instagram.com/artiwoodaustralia 2. Wooden Story stacking toys, wholesale for $38.95. Axis Toys, 02 9986 3456, paulaopfer@axistoys.com, www.axistoys.com, facebook.com/AxisToys/, instagram.com/axis_toys/ 3. Baghera vintage trike, wholesales for $99.95. Bright Wonders, 1300 859 566, info@brightwonders.com.au, www.brightwonders.com.au 4. Le Toy Van Petilou cloud walker, wholesales for $79. Kaleidoscope, 07 3375 6446, sales@kaleidoscope.com.au, www.kaleidoscope.com.au, facebook.com/ kaleidoscopeaustraliapl, instagram.com/kaleidoscope_australasia 5. Djeco babymusic Magnetics music toy, wholesales for $7.90. Kaleidoscope, 07 3375 6446, sales@kaleidoscope.com.au, www.kaleidoscope.com.au, facebook.com/kaleidoscopeaustraliapl, instagram. com/kaleidoscope_australasia 6. Growing Panda, wholesales for $8.95. TNW Australia, 02 9559 1300, sales@tnw.com.au, www.tnw.com. au, facebook.com/tnwaustralia, instagram.com/tnw_australia 30  giftguideonline.com.au
products
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5 4 1. elou 6 bowling skittles, wholesale for $59.50. Artiwood Australia, 02 8294 3030, info@artiwood.com.au, www.artiwood.com.au, facebook.com/artiwoodaustralia, instagram.com/artiwoodaustralia 2. Kaloo Filoo Racoon, wholesales for $16.50. Bright Wonders, 1300 859 566, info@brightwonders.com.au, www.brightwonders.com.au 3. Rubber soled socks, pair wholesales for $5.85. ES Kids, 08 8371 0371, sales@eskids.com.au, www.eskids.com.au 4. Sequin slap band bangles, wholesale for $4.95. TNW Australia, 02 9559 1300, sales@tnw.com.au, www.tnw.com.au, facebook.com/tnwaustralia, instagram.com/tnw_australia 5. Rock-A-Light, wholesales for $14.95. TNW Australia, 02 9559 1300, sales@tnw.com.au, www.tnw.com.au, facebook.com/tnwaustralia, instagram. com/tnw_australia 6. Zoolu card game, wholesales for $5 per set. Zoolu Game, zoolusales@gmail.com, www.zoolugame.com
BACK TO CONTENTS
February 2019  31
Jasnor products
2
3
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5 4 6 1. Baby GUND baby toothpick fox, small wholesales for $12.25 and large for $22.70. Jasnor (Australia), 03 9562 9900, sales@jasnor.com, www.jasnor.com.au, facebook.com/JasnorAUS, instagram.com/JasnorAUS 2. Classic World Wooden Toys owl balancing crocodile, wholesales for $11.35. Jasnor (Australia), 03 9562 9900, sales@jasnor.com, www.jasnor.com.au, facebook.com/JasnorAUS, instagram.com/ JasnorAUS 3. Sesame Street Limited Edition 50th Anniversary Elmo, wholesales for $31.80. Jasnor (Australia), 03 9562 9900, sales@ jasnor.com, www.jasnor.com.au, facebook.com/JasnorAUS, instagram.com/JasnorAUS 4. The Little Wiggles range, wholesales from $8.15 for rattle to $13.65 for activity toy. Jasnor (Australia), 03 9562 9900, sales@jasnor.com, www.jasnor.com.au, facebook.com/JasnorAUS, instagram.com/JasnorAUS 5. Classic World Wooden Toys owl block set, wholesales for $18.15. Jasnor (Australia), 03 9562 9900, sales@ jasnor.com, www.jasnor.com.au, facebook.com/JasnorAUS, instagram.com/JasnorAUS 6. The Very Hungry Caterpillar Let’s Celebrate large soft book, wholesales for $11.35. Jasnor (Australia), 03 9562 9900, sales@jasnor.com, www.jasnor.com.au, facebook.com/JasnorAUS, instagram.com/JasnorAUS
giftguideonline.com.au Source new products, find suppliers and read the latest news all in one place.
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for home & lifestyle retailers. Est.1975
feature
from page 9
Subo is a non-squeeze food bottle, designed
engaged industrial designers to help test and
to allow young children to feed themselves
refine our invention, IP lawyers to protect our
independently without the mess. Busy parents
ideas, and market researchers to ensure we had
have turned to food pouches to feed their
tick the right boxes with our target market.”
children on the go―these pouches can create a huge wasteful mess when squeezed. “With Subo, the food only comes out when
Mayer says they have been fortunate enough to have received funding and support from fantastic grant programs including
the child sips on the soft spout. The moving
The Department of Industry Innovation
platform inside the bottle automatically pushes
Voucher (Victorian Government), and
up as the food is being sipped, similar to how
Commercialisation Australia and Accelerating
a plunger moves through a syringe.”
Commercialisation programs (Australian
Having never brought a product to market
Federal Government).
before, everything seemed to be a challenge at
“This past year Subo was featured on
first for Mayer. “After proving our concept with
Channel 9’s latest season of Shark Tank
a homemade prototype, the next challenge
Australia. Our pitch and presentation was well
was to figure out how to manufacture them. We
received by the ‘Sharks’ and was viewed by
34 giftguideonline.com.au
subo
over 675,000 Australians, giving us a boost in
where some patients could benefit from being
brand and product awareness.
able to feed themselves independently.”
“The Pitch@Palace is a great initiative of The Duke of York HRH Prince Andrew. Subo
www.suboproducts.com.au/
House pitching to an influential crowd
Subo’s visual merchandising tips:
including HRH and the Governor. The pitch
Tell a story―most parents can relate to a
was well received and we were selected to
story about a disaster with a food pouch.
pitch at the Australian finals at the State Library
This technique works very well for us, and
of Queensland.”
so our packaging features a before and after
competed in the Victorian finals at Governor
So what does Subo actually mean? “Like
photo of a food pouch vs Subo.
many Australian families, we are multicultural.
Be specific―our point of differences are
I’m half Canadian half Filipino turned Aussie.
highlighted throughout our signage, website
One of my earliest memories is my mum
and packaging. Our bottle is for food; it’s
feeding me as an infant repeating the word
non-squeeze; creates less mess; is re-useable;
‘Subo’, which in Filipino means ‘mouthful’ or
perfect for feeding on-the-go and so on. Use plenty of photos and (where
‘eat up’.” Even though Subo launched only in 2017,
possible) video―our product is like
there has been plenty of interest from
no other, o we have to educate our
distributors around the world. Mayer says that
customers on how it works. The best visual
while they are definitely thinking of exporting
explanation, for us, is a video of the platform
their products, they are also planning to
moving up through the tube as the food is
expand their ranges.
being consumed. It tends to be the ‘aha
“We’ve got plenty of ideas on accessories to go
moment’ for our customers. They instantly
along with Subo to assist parents with feeding.
get how the product works and why it is
Also, there are other markets that we believe Subo
a must have for feeding in the pram or the
would work well in―like the aged care market
back of the car.
BACK TO CONTENTS
February 2019 35
from page 12
allows children aged five years and over to do
of the unknown. They like to shake and
precisely that. Ascending to the Ninjaline or
poke them in an effort to guess what might
a treehouse suddenly becomes child’s play.
be inside. But many of these kinds of toys
Swinging through the air with very little effort or
also conceal unexpected effects which can
experiencing new climbing adventures―kids just
only be discovered during play. Whether
can’t get enough of this climber.
through water or heat, technical gimmicks or sophisticated mechanics, the toy is suddenly
The WOW effect
transformed into something very special. We
Excitement, play and fun―the familiar
all know children love surprises!
lucky bag combines all of these. Nothing fascinates children more than anticipation 36 giftguideonline.com.au
Even the smallest of gifts can make children jump for joy. They listen, squeeze and feel
trends
it until they can bear it no longer. Once
collectible dinosaurs submerged in slime in six
they’ve run out of guesses, they tear open the
pearlescent colours reminiscent of real lava, rock
wrapping and the secret is finally revealed.
or prehistoric algae.
Sometimes, the suspense may even continue
Magical sculptures can be created with the Ice
if the toy itself has a surprise up its sleeve, just
Princess Playmogram 3D from Playmobil where the
waiting to be discovered.
realm of princesses is shrouded in glittery mystery.
This trend known as ‘the WOW effect’
Children aged six years and over can immerse
encompasses products that intensify the fun factor
themselves in the magical world of ice and design
with surprising gimmicks or with the true content
virtual ice sculptures with the help of the hologram
only revealed once the product has been unpacked.
effect on their smartphones or tablets and the free
Toys to match:
Playmogram 3D app. The digital play experience
What’s tapping inside the shell? The
starts with a tap of the finger.
HatchiBabies from Spinmaster are designed for children aged five years and over. The question
Toys 4 Kidults
is: will it be a boy or a girl? The more the egg
We face meetings and conference calls during the
is moved, stroked and cherished, the more
day before having to tackle our tax return in the
excited the baby inside becomes. Even before
evening. Our days are strictly regimented. After a
it is born, it communicates through the shell
busy day at work, we long to relax and may find
and gradually pushes its way out of the egg.
ourselves reminiscing about our childhood, when we
Once the HatchiBaby has hatched, it continues
could spend hours completely immersed in our toys.
to develop, responding to loving care and
But toys are no longer the domain of children
affection. Three interactive accessories enhance
alone. Adults also enjoy playing and wish to
the overall play value, unlocking new reactions
escape reality at times. Kidults were once made
along the way.
fun of. But now many action heroes serve as an
The Craze Magic Slime Dinorex is slime with
eye-catcher in living rooms, while construction kits
a surprise. As the name suggests, this product
with 3,000 pieces are painstakingly assembled
combines two popular children’s themes: slime
and then showcased in glass cabinets.
and dinosaurs. Every tin contains one of six
www.spielwarenmesse.de
BACK TO CONTENTS
February 2019 37
from page 23
widely accepted by consumers these days, at a
convince you they are the right person for the
formulation level the category is still regarded
job, for a number of reasons they may not be. It is
as niche and therefore it takes a particular
critical to be working with the best team for your
capability, commitment and probably passion to
specific project right from the get-go. We had
bring a product from concept to market.
some hiccups in this area along the way but are all
“Not all cosmetic chemists are capable of (or excited by) innovation. With many of Australia’s
the wiser for it,” she adds. Having already conducted soft launches in
personal care manufacturers now becoming
Shanghai, Seoul and Bangkok, it’s clear the
brand owners themselves, not only is there
brand styling and eco messaging is on trend,
a potential conflict of interest, but there is an
with appeal from across the Asian markets as well
increasing pressure on lab staff to prioritise in-
as in Australia.
house product development and production over that of their customers. “The reality is that no matter how much a manufacturer (or cosmetic chemist) tries to 38 giftguideonline.com.au
However, Carvasio knows waving the ‘Aus Made’ flag is not enough and doesn’t guarantee success. GL Natural Beauty boasts not only Australian made as a selling point, but Australian
in focus
grown ingredients as well. The no-fuss, eco-
am passionate about my industry and the best way
friendly packaging and (as with Aromababy) an
to share that passion is by providing information
absence of goats milk, dairy and other animal
in a fun, interactive environment. It’s more than
ingredients, means GL also crosses over into both
simply ‘selling’ a product, it’s about sharing
ethical beauty and indie territory.
knowledge. It’s what I love most.
“The consumers who purchase these purpose-
“I’m in Hong Kong and China regularly offering
driven types of brands care about reducing their
educational sessions around natural and organic
carbon footprint and the absence of animal
ingredients, the power of ‘touch’ through baby
by-products―they demand transparency and
massage and general wellbeing for women
see value in a brand led by authenticity. Natural
throughout pregnancy. This allows me to connect
products are my life’s work and I believe in
personally with midwives and mothers. The
today’s climate, having a strong back story is
feedback is always so positive―I feel like I am
becoming more crucial to the success of any new
making a difference in my own, small way.”
beauty brand.” Additionally, Cervasio is very passionate
She is expanding these workshops to Shanghai, Beijing, Melbourne and Sydney twice a year,
about sharing her knowledge and experience
supporting mothers who are looking to learn more
with others. Putting her business experience to
about natural ingredients and organic care.
good use, she runs workshops with both health
While the new skincare was always intended for
professionals and parents, which she says brings a
export, this wasn’t the case when she launched
huge amount of personal satisfaction to her work.
Aromababy. However, the business has done
“When I launched Aromababy it was very unique. Even in today’s saturated market,
extremely well overseas, especially in Asia. “In my experience perhaps the Asian markets
consumers and store buyers alike still don’t always
place greater value on the brand ‘story’ and its
understand the difference, for example, between
origins compared to Australia. In Australia retail is
natural and synthetic vitamin e.
tough and we simply don’t have the population
“I am a qualified aromatherapist, infant massage
to sustain growth without exporting. Whichever
instructor and beauty writer; I have been working
market you’re in, there needs to be a certain amount
in natural and organic skincare for over 25 years. I
of margin or you simply don’t get a foot in the door. February 2019 39
“Once on shelves in Australia, however,
to modify existing messaging and marketing
margins are further eroded (for both retailer
rather than create their own, unique dialogue
and brand owner) by continuous percentage
and in the process, branding.�
off sales, sampling, advertising fees and
Whilst based on population, trading in some
settlement discounts. I believe there is less
international markets brings an opportunity to
differentiation between brands in Australia with
scale your business which is not possible to
a number of baby brands, for example, opting
achieve in Australia, export is not without
40  giftguideonline.com.au
in focus
its
challenges.
type store is out of the question. Because we
“Challenges
had reduced our offering to an essential range
which are unique to
of 15 products (across several sizes) and 10 gifts
export include cultural
when we scaled the business back, in order to
and language barriers,
grow Aromababy into the future we recognise
navigating regulatory
there does need to be further investment into
compliance and in some
extending the range again, which will ensure
regions, managing the territory
we have enough of an offering to explore some
geographically. I always
form of retailing when the time is right.”
recommend business owners attempt smaller markets first―maybe Singapore or Hong Kong instead of China or New Zealand before US.”
So besides having two brands, organising workshops and presenting a radio show in Melbourne, does Cervasio still have time for anything else? “The radio presenting has been a great
While she has been a very successful
experience, however, combined with my
exporter and supplier for more than 25 years,
workload, travel and family, I have to say I was
Cervasio has always had a dream to have a
a little time poor during 2018. This year will be
retail space. “Originally when we launched
all about focusing on the two main projects I
we had a ‘shop in shop’ in department store
have and building distribution here at home in
Daimaru which enabled customers to enjoy the
Australia―the baby care category in pharmacy
full Aromababy experience―complete with
for example, is almost identical to that in
organic cotton baby wear, accessories and
grocery. Perhaps it’s time for change?
customer packaging all served by staff with brand knowledge.
“I have always wanted to publish a book. I have been mixing up face masks and body
“We had a similar presence in Myer and have
scrub since I was a teenager. Combine this with
also done a concept area within a department
over 25 years in the industry and I’d say it’s time
store chain in Taiwan. With the retail climate so
to put pen to paper, so watch this space.”
tough right now, however, our own traditional-
www.aromababy.com
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February 2019 41
from page 25
“With a focus on providing great products and
many children leading busy and structured lives,
service, we are passionate about the brands that
toys that promote creativity and encourage open
we support. We believe that every moment is a
ended play are increasing in popularity.
learning moment, and we focus on toys that are
“Our brands also fulfil the return to natural and
distinguished by their quality and inventiveness,
sustainable toys movement. Where possible, both
as well as their ongoing play value. Working with
Janod and Haba—our key wooden toy brands—
tried and trusted brands that have already proven
endeavour to source FSC wood or replenished
themselves in other parts of the world means that
wood for their range of toys.
the demand for our brands continues to grow.” Roos believes well-designed and quality
“We have also seen an increase in technology impacting the market. With children having access
traditional toys stand the test of time and can be
to electronics at an earlier age, the toy market has
used for multiple children and sometimes even
been undergoing somewhat of a change. But
generations. Together with toys that help children
with this is also an increased awareness about the
develop important cognitive and fine motor skills
value of play and how it allows children to develop
through play, they continue to grow in popularity.
important skills and milestones.
There also continues to be a move towards
“Traditional toys and toys that encourage
natural, eco-friendly and sustainable toys and
imagination and open ended play provide the
toys with a gender neutral design. As a result of
building blocks for children’s development
42 giftguideonline.com.au
branding
and we are proud that we can offer these to the
purchased. If something is selling at a very low cost you
Australian market.”
need to remember there is usually a reason why.”
Roos says they are always a little bit proud when
No matter what, Bright Wonders is here for the
a great brand seeks Bright Wonders out and asks
long term. “We love what we do, and are very
the company to import on their behalf.
proud of the strong business we have created. We
“It’s also exciting to hear that our suppliers now
continue to seek out great branded products for
choose to seek out distributors in other countries
the Australian market and are particularly focused
which have a similar brand mix as ours as they too
on bringing on quality items that provide great
see how our brand mix complement each other.”
play value for children in Australia.
However, in an already crowded market, more
“We launched our new brand name and logo in
operators and stores are trying their hand at
mid-January to positive feedback from both our
importing directly from factories with mixed success.
suppliers and customers. We are looking forward
“We have seen many attempts and sometimes
to hearing more feedback from our customers at
unknowingly they end up with bad design, poor quality,
the AGHA Sydney Gift Fair this month.”
or even basic safety issues on the products they have
www.brightwonders.com.au
Top visual merchandising tips from Teresa Roos • Rearrange regularly so that customers feel that they are seeing something new when they come in to your store
opportunities to do this from suppliers • Use height—perhaps hang things from the ceiling or high on walls at odd angles, it can
• Put your newest and most expensive items in the high traffic areas of your store
create interest in a fresh new way • Don’t forget to have an impactful online
• Place similar looking product together.
footprint—if you already work with us you will
Janod are masters at creating products that
know that you can access a plethora of quality
complement each other so make use of brands
lifestyle photos from us, allowing you to make
that do all the hard work for you
some incredibly attractive posts that will drive
• Take things out of boxes for display and seek
customers to your business
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February 2019 43