Nursery Online - Latest News
New kid on the block

I was told the other day that the effort it takes to establish a new brand was simply not worth it. Apparently buyers are only interested in ‘heritage brands’. By that I assume the buyer is only interested in brands that they have heard of.

And how do buyers hear of brands? I’m beginning to wonder. I’m told some buyers won’t take calls from a new brand. Many can’t be bothered to attend trade shows and see anything new.

Consumers are looking online. They are seeing the new brands. They pick up on what is said on social media. It’s not just the postings from the brands themselves but also from what their friends and family are saying.

If a buyer persists in sticking with what they have always stocked they are missing out. They need to know about these new products. Yes they could spend all day trawling through Facebook, Snapchat, Instagram and whatever the latest craze is.

Or they could come to a trade show.

Maybe the show doesn’t have the brands that everyone has heard about - yet. Maybe many of the stands are small. Maybe that latest gadget is not right for your customers.

But you still need to know and understand what is out there!

Some time ago, I read on a shop Facebook page that ‘no they didn’t stock the brand’ the customer was asking for. End of comment! Why didn’t they promote the brand they DID stock, the one that was similar but better (has to be better or why bother selling it!)? Apart from sheer laziness, I suspect the reason was simply they didn’t know enough about the brand they didn’t stock to be able to understand why the customer was interested. Why didn’t they post ‘the Megaglide offers better value for money and is also available in day glow yellow’?

Many things have changed in our industry; many more will change over the next few years. What won’t change is the consumer’s need to know about a product.

- Cathy

PS: Next week we have our Spotlight on Baby Tech. Technology is entering the nursery in a big way and if your products fit into this category, you need to talk about it (see above!!). We need copy asap!

Our next Spotlight is on Wheeled Goods. There is now so much in the market it can be hard to stand out. Why should a retailer stock this brand and not that one?

And Harrogate? It’s close to the time when you exhibitors need to decide on your pre-show publicity. Nursery Online has the contacts you need, so let’s get together and chat!

As always, your contacts are Lyn on 01304 374169 or 07971 700979 or email on lyn@nursery-online.com or Gilly on gilly@nursery-online.co.uk

Should the industry do more to educate new parents about the risks of co-sleeping?

Rachelle Harel of Little Chick London has questioned whether the industry needs to do more to educate and advise new mums on the dangers of co-sleeping.

Rachelle’s concern has come after shocking figures – kept by the Department of Education and obtained by The Mirror under the Freedom of Information Act – state that 665 babies have died as a result of co-sleeping with parents in the last five years. Shockingly, that is almost three babies every week.

This story hit the headlines of almost all national media on 29th January 2018 and was also highlighted on BBC 2’s Jeremy Vine show which interviewed a tragically bereaved mother whose baby died when she accidentally fell asleep whilst breast feeding in bed; and also a young mother who proudly co-sleeps with her baby claiming that “breastfeeding mothers have an inbuilt instinct which protects their babies from harm.”

Little Chick London has designed and developed a breathable bedside crib as a safe alternative to co-sleeping and Rachelle comments: “It is not only shocking that so many babies are dying every year as a result of sharing a bed with their parents; but also the fact that so many young mums still seem to believe that it is a ‘safe’ method of sleeping despite evidence that it is not. As an industry – like in the 1980s when a link between antimony in cot mattresses and SIDs (which incidentally, according to figures was less of a risk than co-sleeping) sent new mums into a panic replacing their babies’ mattresses – should we not be educating and advising young parents of the significant dangers of sleeping with their babies?”

Francine Bates of the Lullaby Trust – which recommends that the safest place for a baby to sleep for the first six months is in a separate cot or crib in the same room as its parents – told the Daily Mirror: “Some parents choose to share a bed with their baby, but we recommend they keep in mind the risk factors. The chance of sudden death goes up when bed-sharing if a parent smokes, has drunk alcohol, taken drugs, or is very tired. There is also an increased risk if the baby is premature or of a low birth weight.”

Little Chick London is working closely with independents to promote its bedside crib as a safer alternative to co-sleeping offering a significant trade discount for a limited time. The crib has fully breathable mesh sides and when placed by the side of the parent’s bed, mum and baby can see each other and experience closeness without the associated risks.

For more information, contact Rachelle on hello@littlechick.london or call +44 7976 773486


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The new lightweight, compact and versatile Oyster Atom

The latest addition to the BabyStyle Oyster stable is the Atom which is suitable for use from birth, is super lightweight and has an extremely compact one-hand fold which leaves it freestanding when folded.

As you would expect from BabyStyle the new Oyster Atom is feature packed whilst offering fantastic value for money. The lightweight aluminium chassis weighs in at just 7.9kg making the Atom perfect for everyday use and great for travelling.

Features include a spacious padded lie-flat seat with 5-point padded harness, adjustable footrest, flip out sun visor, lockable swivel front-wheels as well as all-round suspension.

Specification:

  • The Oyster Atom is intended for children from birth (0+months) up to 15kg.
  • Weight: 7.9kg
  • Folded: L52 x W32 x H59cm
  • Fully Open: L82 x W52 x H104cm
  • Seat: L80 x W35 x H48cm

www.babystyle.co.uk


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Katie Grech-Cini joins egg®

egg® stroller & BabyStyle are delighted to welcome Katie Grech-Cini to the team as egg® Brand Executive.

Katie brings with her a wealth of experience from the sharp side of retail as well as in-depth knowledge of distribution from previous roles.

Working alongside Gill Pedley (egg® Brand Manager), Katie will provide day to day support in the field for independent retailers, primarily in the north.

Excited about the new challenge, Katie said: “I’m looking forward to working on such a prestigious brand as egg® and getting out and meeting all of the wonderful independents that have helped to make the brand such a success.”


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Welcome to the world the new version of Baby Carrier One from BabyBjörn

Introducing the new BabyBjörn Baby Carrier One, and BabyBjörn Baby Carrier One Air; designed with the help of 100 real families, along with paediatricians, babywearing practitioners and medical experts.

Every feature has been analysed and created for the ultimate comfort and support for both parents and their baby. Perfect carrying ergonomics for hours of happy babywearing, supporting a growing baby’s neck, hips and spine perfectly, while parents have their hands free.

So what’s new?

  • The head support is higher and designed with a fully adjustable buckle, which gives both newborns and older babies greater neck support.
  • The seat area now has an even wider maximum position with fully adjustable settings for the perfect position for every little one.
  • There is less fabric between parent and baby which enhances the dreamy bonding experience and breathability of babywearing; parents will be able to see and feel that their baby is sitting in a natural position, with their back in a “C” curve.
  • The padding in the shoulder straps is brand new, to offer even more weight distribution across the shoulders and back, for hours of comfy carrying
  • The mesh used in the Baby Carrier One Air is made from a new patented fabric that’s been specifically developed to be even more breathable and feel extra soft against baby’s delicate skin.

BabyBjorn the family-owned Swedish company, that pioneered babywearing in the 60’s, constantly works to develop and improve their products that grow with the family. As with the original One carrier, these new versions are suitable from birth all the way to three years old; carry baby on the front close to one’s heart, inward or outward facing, and when they are one year old parents can carry them on their back, turning the carrier with one simple movement. The new carrier is available in a variety of new colours to suit everyone.

BabyBjörn Baby Carrier One, available in: Black, Denim Grey/Dark Grey, Classic Denim/midnight blue, Grey/Powder Pink. RRP: £139.99

BabyBjörn Baby Carrier One Air, Mesh available in: Black, Anthracite, Navy blue, Silver, and Frost Green. RRP: £159.99

To celebrate the launch of the new carrier and to support new parents everywhere, BabyBjörn is launching a new campaign focusing on this powerful love that comes with parenthood; it’s called; A Love Manifesto.

Our campaign champions are Cat Sims, Anna Whitehouse and Sagal Ibrahim Shire.

A LOVE MANIFESTO

  • Trust yourself
  • Create your own rules
  • Invent your own parenting

This is our Love Manifesto, dedicated to all parents. BabyBjörn have seen that unrealistic expectations and demands put a lot of pressure on soon-to-be and new ‘millennial mums’ particularly. Many women go to the internet for help and find themselves the target of negative comments and harsh criticism for their parenting style. BabyBjorn believe that being a parent is not a competition and should be about what is real.

BabyBjörn want to put things into perspective by empowering new mums and dads to have faith in their own instincts, set their own standards and develop their own unique parenting style. The one thing that all parents have in common is the love they have for their children.

Sagal, one of the campaign champions tells us: “Motherhood is all about creating your own rules. Everything is going to be fine because it is your child and you know your child best. No one has the perfect say on parenting. You have to make up your own rules along the journey.”

Find out more on: www.babybjorn.co.uk


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Kiddy’s Heritage range celebrates 50 years of outstanding Kiddy products

Here at Kiddy, we are celebrating our 50th anniversary with our first limited edition range: the Heritage Edition. We aim to highlight our focus on all of our product innovations in the pursuit of the highest possible safety throughout the decades.

We are proud of our roots, and the heritage edition is a stylish one time only throwback. Inspired by the fashion, design and the spirit of the 60s these unique products combine state of the art technology with the time when the company was born.

These products are a classy commitment to the brand's past, present, and future.

Each product has a strictly limited number of pieces and carries its own unique serial number on a specially designed plaque.

www.kiddyuk.com


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Introducing Arlo and Koji

Renowned for its successful nursery collections and first wheeled range, Tutti Bambini is introducing a new clever pushchair duo to its portfolio. We predict that the next big names on parent’s minds in 2018 will be ARLO and KOJI.

With its extensive knowledge of the UK family, based on years of experience, Tutti Bambini understands the desire to find the perfect ride for a new arrival. Whilst each has its own specialty and purpose, both the Arlo and the Koji are lightweight, adaptable and easy to use.

Today’s parents are looking for a comfortable pushchair that offers stability and practicality but with a sense of style. Based on a passion for innovation and contemporary design, Tutti Bambini has created these two new pushchairs which bring excellence whilst still suiting every pocket. Each come with two choices of chassis and five fabric colours; Charcoal, Liquorice, Midnight Blue, Oatmeal and Poppy.

Michael Samuel, Founder at Tutti Bambini commented: “Parents trust and know us for creating a safe and warm environment for their newborn child in the home and nursery. Following our wheeled goods launched last year, we believe the time is now right to extend our offering in the pushchair market.

“Both the Arlo and Koji are robust and stylish, whilst also practical. Featuring the latest innovations in fabric, shape and colour, we can’t wait to see them in action!

ARLO – Growing with the family

ARLO is a clever new adaptable pushchair, which suits single and multiple arrivals, as well as fast growing families. Used solo or adapted to fit twin and tandem combinations, Arlo has something for everyone. With options including tandem seat units, dual carrycots or two car seats, the functionality of ARLO makes it the ultimate pushchair that grows with the family.

  • Suitable for use from birth
  • Can be upgraded for use as a twin or tandem
  • Charcoal or Chrome chassis colour options
  • Height adjustable handles
  • PU tyres for grip and durability
  • All-round suspension for easy steering
  • One-hand, easy-fold mechanism 
  • Five accessory packs and colours available

KOJI – For on-the-go urban ease

The KOJI, is a nimble and nippy pushchair. Created with the city lifestyle in mind, KOJI is the perfect sidekick for parents on-the-go. With a lightweight chassis and compact folding mechanism, KOJI simplifies squeezing onto the tube or maneuvering around the busy city centre, making it the ultimate travel companion.

  • Suitable for use from birth
  • Lightweight and great for urban lifestyles
  • Silver or black chassis colour options
  • Height adjustable handles
  • PU tyres for grip and durability
  • Amazing cantilever suspension for improved shock absorption
  • One-hand, easy-fold mechanism 
  • Five accessory packs and colours available

ARLO (RRP: from £530) and KOJI (RRP: from £430) are available from March 2018. For more information please visit www.tuttibambini.co.uk


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Peg Perego presents its iconic toy range

Peg Perego, Italy’s most stylish toy and nursery brand, brought its range of premium, battery operated ride-on toys to the Caravan & Motorhome Show with an exclusive new attraction: My First Towing Experience.

Peg Perego, Swift and The Camping and Caravanning Club came together at the show in a world-first, where kids had the opportunity to get behind the wheel of a tow car and caravan and have a go for themselves!

From its HQ in Italy, Peg Perego provided three hand-built incredible mini caravans, based on the Swift Basecamp. Hitched up to the Gaucho Rock’in 2-seater electric off-road vehicle, kids aged from 3-10 years took a spin around the track to have a go manoeuvring their caravan, just like mum and dad!

Once they completed their session, the little ones received a certificate proving they are a qualified towing expert - perfect for showing off to family and friends.

Peg Perego’s UK battery operated ride-on toy range consists of 6v, 12v and 24v vehicles. The John Deere licensed range is a firm favourite with budding farmers, while the Gaucho and Polaris ranges, which include top of the range 24v, 4x4 off-roaders, are suitable for older kids looking for a more rugged experience. The stylish, Ducati motorbikes and scramblers and Vespa scooter are fun for younger drivers and a fantastic little Santa Fe train completes the range for little ones.

Since Giuseppe Perego designed the first pram for his son Lucio in 1949, the business has gone from strength-to-strength, distributing quality products around the globe, while holding firm to its family values. Giuseppe turned his attention to manufacturing plastic pedal toy cars in the early 1960’s and the toy business really took off with the first battery operated toys in 1970.

A proud heritage, the Peg Perego logo guarantees quality and integrity. From their ancestral base in Milan, the business is now being steered by the second generation Perego family, with the third generation coming through the ranks. The family puts great stock on the small but integral role their products play in family life and are delighted to spread their infectious passion for quality craftsmanship to UK parents.

Phil Howe, Country Manager, UK & Ireland explains: "Peg Perego is a quality marque with a fantastic range of products. We’re an established business, coming to challenge the UK market. We welcomed everyone in true Italian style and invited them to take a closer look at the finer details that characterise this brand."

For more information on the complete Peg Perego range visit www.pegperego.co.uk


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Skip Hop expands with the launch of direct German operation

Skip Hop, the innovative lifestyle brand for parents, announces the launch of a new German operation, following a hugely successful full year of business in the UK.

Due to the overwhelming consumer demand for Skip Hop products and the company’s continued growth, the business is now expanding to reach out to the German and Austrian markets directly.

The operation will run out of the UK office, supported by a newly-recruited, dedicated team. Key Account Manager, Tobias Eberlein joined Skip Hop in January 2018, following years of proven sales experience within the toy industry in Europe. Eberlein will directly support the in-country launch into the German market in order to expand the brand’s distribution and fulfil the appetite for the brand. Julia Häusser will manage retailer relations and customer services.

Jon Tilley, Country Manager, commented: “After years of significant growth globally and particularly in the UK market, we felt it was time to continue our growth plans with a dedicated team in Germany and Austria. We’ve had a positive response from retailers and they look forward to welcoming an expansive range of Skip Hop.”

Skip Hop will launch their expansion at London Toy Fair, Nuremberg Toy Fair, and Spring Fair throughout January and February 2018. To book an appointment with the Skip Hop team at these shows, please email ukoffice@skiphop.com or call +441582 434 250.


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Mum on a mission to revolutionise the way newborn babies go to bed

The mother of two behind the Arvossa brand, which is now the largest UK-based baby box supplier in the UK, has revealed how she plans to revolutionise the way Britain’s newborn babies go to bed.

The baby box concept originated in Finland where it was part of a range of measures that has helped to reduce infant mortality from one of the highest to one of the lowest in the world. Although baby boxes are a fairly recent idea in the UK, the Treasured Baby Box by Arvossa has met the highest level of safety certification available, a factor that has helped it make its way into over 20,000 homes already this year.

Founder Toni Kitchen says baby boxes are fast replacing the traditional Moses basket.

"The success of our Baby Box is largely down to our dedication in pursuing the highest possible safety standards," she explains. By securing the BSEN 1130 safety certification the Arvossa baby box is officially one of the safest baby sleep boxes in the world and meets the stringent requirements of this top level safety standard, just like other nursery furniture such as cots or cribs have to.

"Our commitment to safety has put us at the forefront of the baby box market and we have enjoyed great success across the UK, fulfilling major contracts in the public and private sector and even sending a shipment of baby boxes to Greece for refugee babies."

The former HR manager is now preparing to promote the Arvossa baby box to thousands more parents-to-be by launching her own range of baby starter packs.

Toni's ambition to make baby boxes the preferred choice for new mums in the UK has also led her to develop a selection of innovative gift boxes to make it easy for people to buy one as a gift for a prospective new mum.

"The baby box gift set has three practical purposes – first as a gift box, then as a bed for baby and finally as a keepsake box to fill with special memories," says Toni.

"It’s the ultimate eco-friendly gift that comes with practical products and pamper treats for new mums and their babies," she added.

www.arvossa.co.uk


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Bambino Mio is One to Watch

Bambino Mio, The UK’s most widely used reusable nappy brand, was recently named One to Watch in a list of business excellence published by the European Business Awards.

A landmark achievement for Bambino Mio, this accolade means that the company has been recognised by Europe’s largest cross-sector business competition as one of the best in Europe; and that Bambino Mio demonstrates exceptional innovation, ethics and success.

One of only nineteen businesses shortlisted within its category, Bambino Mio represents the B2C eCommerce and B2B trade sectors and is proud to be featured alongside other cutting-edge British companies such as Boohoo.com, JoJo Maman Bébé, Just Eat and PhotoBox. All companies selected gave strong evidence for excellent leadership and values, key innovations in product and strategy, and scale and scope of future opportunities.

Bambino Mio will now have the chance to compete in The Business of the Year Award with Turnover €0-25M category of the European Business Awards to become a National Winner in the UK. If successful, they will take part in the grand final in May, where the final twelve European winners will be announced.

Last year saw Bambino Mio celebrate 20 years, and the company is proud to receive this distinction which highlights its ongoing commitment to providing parents with a range of simple, stylish and eco-friendly products from birth through to potty training. Founder and Managing Director, Guy Schanschieff comments, “This is a significant achievement for the brand, and a great opportunity to continue on from our successes in 2017. We look forward to continuing to promote and grow our European markets in 2018.”

Over the past two years, Bambino Mio has experienced significant growth in the UK and in other export markets around the world such in Germany, France and elsewhere across Europe, Australia and the United States. Working with a range of national and independent retailers such as Aldi, Asda, Carrefour, Bebitus, Boots and dm-drogerie markt, the company has promoted brand awareness and grown consumer interest in the reusable nappy category. This year the company will continue to expand to new export markets such as Italy, the Netherlands and more.

Bambino Mio manufacture a multi award-winning range of reusable nappies, baby accessories, swim and potty-training essentials which are better for baby, better for parents and better for the environment.

For more information about Bambino Mio, please visit www.bambinomio.com


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New Frugi flagship store to open

Frugi, the UK’s leading organic children’s wear brand, is thrilled to announce that it will open a new flagship store at the company’s HQ in Helston, Cornwall on Thursday 25th January.

The Frugi Shop will stock the full range of current season items as well as accessories, bedding and fabric by the metre.

Founded in 2004, the brand turned over £8m in the financial year 2016/17 and is on track to grow by 25% this year. In line with their sustainable and ethical ethos, recycled materials have been used where possible inside the store so that customers get the full Frugi experience. It will also offer personalisation onsite allowing shoppers to purchase a unique gift.

The multi-award-winning children’s clothing brand has a growing and loyal consumer base including celebrity fans Giovanna Fletcher, Alex Jones and Zara Phillips.

Commenting on the launch of the new Frugi shop, Lucy Jewson, Frugi’s co-founder, said: “We are delighted to be opening a new flagship Frugi store! It feels like a real watershed moment for the brand. For all Frugi fans visiting Cornwall, our new shop will be a destination where they can enjoy the full Frugi experience in the place the brand was born!”

The store will be open Monday to Friday 9am– 5pm.


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Tidy Tot are given the Mess Around!

The award-winning weaning and messy-play brand, Tidy Tot, has partnered with the UK’s largest provider of messy play, Mess Around, in a bid to make sensory play more accessible for every family in their own home.

Renowned for keeping mealtimes completely mess free, the Tidy Tot Bib and Tray Kit is also perfect for using during messy play. Activities once labelled as being confined to ‘nursery days’ have become accessible and enjoyable at home, as the Tidy Tot Bib & Tray Kit enables playdoh, painting and crafts to be enjoyed completely mess free.

Designed by a UK mum of three, the Tidy Tot Bib and Tray Kit comprises a wipe-clean tray and coverall bib that fit together on highchairs or booster seats to completely eliminate the gap between baby and highchair. Available in two colour options, the award winning kit protects baby, highchair and floor from all sorts of mess and spills, saying goodbye to stained clothes and constant cleaning!

In a collaboration which sees Tidy Tot join forces with Mess Around, the UK’s largest provider of messy play sessions, visitors to the Tidy Tot website will have access to wealth of ideas for getting stuck in to messy play at home.

Mess Around, owned by award winning mum of two Kristine Monaghan, has been operating for the last five years and has grown to a staggering network of 35 franchisees operating across over 200 locations throughout the UK. Mess Around provide weekly sensory play sessions for children aged 6 months to 5 years which see little ones squelching, pouring, mixing and getting messy to their hearts content.

Louise Hankin, UK and International Brand Manager for Tidy Tot, explained: “Mess Around are all about providing children with the opportunity to get messy and explore exciting new sensory activities. The Tidy Bib and Tray kit does exactly the same at home by providing a safe environment for baby whilst containing the mess for parents! We’re so excited to be partnering with Mess About this year who join us as a regular feature on our blog pages.”

The Tidy Tot Bib and Tray kit and other Tidy Tot lines are available from Hippychick.com. Tel: 01278 434 440

For more information on Mess Around please visit www.messarounduk.com/about-us


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Bournemouth students ‘get social’ for leading babycare brand Cuddledry® puts future talent first

Students at Arts University Bournemouth are set for social stardom this month when a campaign they devised for leading babycare brand, Cuddledry®, goes live.

Second year Visual Communication’s students Page Jones (20), Charlotte Ellis (22), and Animation Production student Ash Gin–Sing (19 – pictured), were tasked by Dragon’s Den success story, Cuddledry®, to create a new and innovative social campaign to engage new parents about their latest product launch – a pioneering washbag for both parents and babies, designed to bring something completely new to the babycare market.

After carefully assessing the campaign brief, the team of budding marketers devised a highly targeted animation based Facebook campaign for the global retailer that will run from 27th January to 25th February 2018.

Helen Wooldridge, Dragon’s Den entrepreneur and co-founder of Cuddledry® says: “As an innovative business, we are always on the lookout for original marketing ideas and fresh ways of thinking. The students at Arts University Bournemouth represent the next generation of marketing talent, a generation that is disrupting the online retail environment and leading the evolution of communication and technology, and we wanted to give them the opportunity to make their mark. The students proved themselves to be highly professional, incredibly skilled, and worked exceptionally hard to create a seriously professional result. We are now planning to roll out the campaign on a global level.”

Arts University Bournemouth student, Page Jones, who produced the campaign for Cuddledry®, says: “I was thrilled to be asked by the team at Cuddledry® to work on the launch of their new social campaign. After seeing the brief, we knew we could create something that is not only original, but represents a new way of thinking. Being able to plan and execute a real campaign for a successful global business is not something that every young person has the opportunity to do, and I feel proud to have been part of it.”

The ‘Baby & Me’ by Cuddledry® Facebook campaign will be live on Facebook from 27th January to 25th February 2018.

www.cuddledry.com


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Brush-Baby on TV

Dr Milad Shadrooh, aka The Singing Dentist, appeared on ITV’s ‘This Morning’ on 18th Jan to share some of his product recommendations for looking after children’s teeth, including early dental care for babies and young children.

Among the products featured were the Brush-Baby DentalWipes, a soft and disposable wipe, specifically formulated and textured to help cleanse delicate gums and first baby teeth. Suitable for babies 0-16 months, the DentalWipes help to establish a healthy oral environment and keep gums clean to prevent teething pain.

The range of gentle and uniquely formulated gum and dental-care products provide effective and fun toothcare for children aged 0-6+. Teethers and Toothbrushes with soft bristles for delicate gums, perfect for babies and early teething toddlers!

FlossBrushes with their unique bi-level, deep clean bristles, cleaning between the teeth, removing plaque not reached by conventional brushes are great for kids who are not yet able to floss, have gaps or missing teeth!

Electronic Toothbrushes with a flashing two-minute disco light timer to entertain ensure correct length of brushing time.

As The Singing Dentist always says, 'making brushing fun!'

2016/2017 saw nearly 43,000 operations carried out in the UK to remove the teeth in children and teenagers at a cost of £362m and the scale of tooth decay is so severe that the removal of decayed teeth often has to take place in a hospital under general anaesthetic!

See www.brushbaby.co.uk or contact info@brushbaby.co.uk or phone 0345 520 2229


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iCandy’s first Television commercial begins

Displaying beautifully crafted and instantly recognisable iCandy curves, the brand new Raspberry forms part of the much anticipated 2018 collection. The lightweight pushchair from the iCandy range has now been meticulously refined, fresh for a new generation. With over 50 updates, the iCandy’s Raspberry’s mandate is to once more transform city living for parents around the world.

Marketing for the iCandy Raspberry is now in full flow, with social assets being deployed over February, stockist artwork now in stores, and excitement growing for the future ahead. What’s more, in an iCandy first, the brand new Raspberry is the star of an exclusive television commercial, which will commence airing today for one month. This TV advert once more underlines the broadening appeal of iCandy pushchairs, and demonstrates the considerable efforts put behind every product to make sure it’s a success. With all iCandy pushchairs taking two years to arrive on the market from conception to completion, it is only right that the marketing reflects this same level of dedication and care.

The advert, entitled ‘Own The City’ follows city life for a young family, highlighting the ease at which the lightweight, urban stroller effortlessly handles its surroundings. The couple begin in central London, easily navigating the busy streets of London in part due to its lightweight nature and independent suspension. The couple then use the Raspberry to travel to the airport via taxi, demonstrating the ease of using public transporation with the stroller, before arriving at Stansted where the family adventure will continue with the Raspberry by their side.

The commercial will feature on Sky channels through the Adsmart system from February the 1st to the 28th. This is a particularly smart move, the Adsmart system ensures that the advert is only targeting those Sky subscribers who are expecting a baby. This is another example of how iCandy utilise the latest technology to revolutionise how they market their pushchairs. The Adsmart system will ensure that there is no wastage of media, it will help form the basis of an incredibly targeted marketing campaign. iCandy hope that their first TV commercial will drive further awareness of the iCandy Raspberry, and help educate parents on the city savvy stroller.

Please click here to view the full TV advert and find out why the iCandy Raspberry succeeds in its quest to “Own The City”


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