Nursery Online - Latest News
Where’s your ambition?

The face of retail is changing fast, very fast! This time last year, would we have believed things would be so different?

The loss of Toys R Us and Tesco Direct, together with Mothercare reining back and closing stores, means our independents are now in a stronger position than they have been for years. The same is true of some of the less well-known brands (ie those who have not been supplying the major stores!).

However, I still see the same old attitude. I hear things like “It didn’t work six years ago…” Well, it might now! Now is the time to get rid of the prejudices of the past. Social media is a must for everyone. I know, I hate commenting on Facebook as much as many of you. Every shop, every brand needs a presence and if you can’t do it yourself, then find someone who can and will. A website is also an essential – even if you don’t sell from it. You need to alert parents to your existence, and promoting a few Special Offers wouldn’t go amiss either!

Our sister site has a section for independent retailers to shout about themselves – but few take up this FREE offer (email if you want to be featured).

Above all, you need to be active in promoting your business. It's VERY tough out there. Don’t lose out!

- Cathy

PS: July has crept up on us all! Wimbledon and World Cup fever impinges on our time. But we mustn’t forget that Christmas isn’t far away and so our next Spotlight is on Gifts – Christmas, Christening, thank you for being you gifts! So if your product comes with that something special such as great packaging, then let’s hear about it. Need copy by next Monday.

Next on the schedule is Keeping Baby Quiet – in the nicest way possible. As someone who had a baby who hated sleeping, I would have loved to have known about the many products which would have helped. So let’s include soothers, mobiles, nightlights and comforters of every sort. Let’s make sure every mum with a sleepless baby has access to something that will help. Book your advertorial by July 23rd.

And a heads up for August, our Spotlights are The Nursery – cots, décor etc and Wheeled Goods.

And of course, Kind+Jugend isn’t far away. If you are exhibiting, then you’ll need to tell the world – literally! We have contacts in over 80 countries from New Zealand to the Americas and back to Europe via Asia. We can offer advertorials in our Show spotlight or why not send out a personal invite? Talk to Lyn about costs but they are very reasonable.

As usual, Lyn can be contacted on 01304 374169 or 07971 700979 or by email on

Invictus UK is looking for more retailers

Since its initial launch three months ago, Invictus UK has grown with a number of UK retailers on board. However, we are looking for more – especially in areas from the London area to the midlands and in the northwest and southwest.

We offer significant margins with store displays and, with a national marketing campaign and a brand management plan underway, Invictus strollers will be in great demand.

The pushchairs have a special construction to enable them to meet the UK Fire Regulations without the use of any fire retardant chemicals on the exterior surface or anywhere that could be in contact with the child.

Each stroller comes with absolutely everything on one package set, from a spacious, padded carrycot to a group 0+ car seat as standard. There is a sleeping bag extendable footmuff for the stroller and a leg cover for the car seat (can’t have little ones getting cold, can we?), a raincover, new born insert and even a pair of hand muffs to keep mum’s finger cosy in the winter! The only possible extra is an ISOfix base!

All this for a RRP of just £799.99 or £1599.99 for the ultra-lightweight full carbon fibre.

For more information see or email us on or even pick up the phone and talk to us in person to hear about our great product offer – 01708 252935.

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Deadline approaches for PPS Awards 2018 product entries

Product entries are coming in thick and fast for the Progressive Preschool Awards 2018 – the trade awards for the toy, nursery and preschool product and retail sector – but time is running out to enter.

The awards, which are now in their sixth year, are considered a benchmark of excellence throughout the industry, with previous winners delighted to have been recognised for outstanding product, retailing and marketing.

“We are so very proud to have won this award,” said Andre Delore, Infantino’s European general manager. “This gives us confidence in the future and will be good for our future development.”

“We are extremely delighted and proud to have received the award and be recognised by the industry,” agreed Anuja Wilson, creative director of Orange Tree Toys.

The awards are totally free to enter and the product categories will be judged by a number of major and independent retail buyers. This has previously included experts from John Lewis, Bentalls, Mothercare, Tesco, Asda, Sainsbury’s, Morrisons, Toymaster, and M&Co as well as a number of specialist independent retailers.

Entering products into the awards is simple and completely free. The product or range needs to have been launched at retail between July 2017 and July 2018. You can include up to five products in any range and enter as many ranges as you like.

Simply send a sample of each product or range you would like to enter, along with the completed entry form to: The Progressive Preschool Awards 2018, Max Publishing Ltd, United House, North Road, London N7 9DP.

Winners will be announced at a lavish lunchtime event at The Dorchester Hotel in London on Thursday 8 November, attended by over 400 suppliers, retailers and industry pioneers.

For more information and details on how to enter the retail, marketing and special awards please visit

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Book now for the two Baby & Toddler Shows in September

Following a hugely successful spring season, the Baby & Toddler Show continues to deliver results as the best UK consumer exhibition targeting the baby, pregnancy and toddler market.

Visitor numbers grow show after show, allowing you to engage face-to-face with thousands of expectant and new parents; there is no better way for your target audience to see, test, touch and try your product or service. With dedicated account management offering supportive help and advice to ensure you have a successful show, the Baby & Toddler Show works hard for your investment.

There is already limited stand availability for the autumn events, taking place at Sandown Park on 7-9 September and EventCity, Manchester on 28-30 September. Get in touch now for availability, to benefit from a presence at these established consumer exhibitions.

Contact Sophie Malpas, Sales Executive, today to discuss stand, sampling and sponsorship packages.

Call 0207 772 8496 or email

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All Aboard the Crane Train!

Crane USA, distributed in the UK by Nimans Home, is proud to add two exciting new characters to their range of Cool Mist ‘Adorable’ Humidifiers following increasing demand from both retailers and consumers for more fun designs.

The ‘Crane Train’ and ‘Misty the Unicorn’ will join the Crane range from June 2018 and offer the same incredible benefits that parents have enjoyed with the Elephant, Frog and Drop designs.

Babies can only breathe through their noses when born, so when they get stuffy, this can lead to problems with sleeping, resting and feeding! Humidifiers have been growing in popularity as a must have baby essential due to their ability to help relieve coughs and sneezes, sniffles and wheezes!

Recommended as a non-medicated alternative, a humidifier provides moisture for nasal congestion, dry cough, sinus irritation, dry skin and allows easier breathing for a good night’s sleep.

The Crane Filter-Free Cool Mist Humidifiers run whisper quiet for up to 24 hours and have an auto ‘off’ function when tank is empty for safety. The humidifiers emit a cool mist into the air and effectively humidify small and medium rooms up to 500 square feet.

For more information on the Crane range, contact

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Why child car seats using impact shield technology do not cause tissue injuries

Unfortunately, incorrect statements and campaigns based on superficial knowledge questioning the secureness and the function of child car seats with impact shield technology keep on occurring in the public.

Furthermore, they are reinforced by so called "official" statements of dubious experts. Most of these statements are false and misleading.

The Kiddy impact shield systems are designed to contribute to the highest possible safety for children:

  • Our impact shields are made from high-tech, force-absorbing material to reduce occurring forces considerably.
  • The impact shield fixates the child’s body by two imaginary lines. The lower line is the pelvis and the upper line is the costal arch.
  • In case of an accident the impact shield does not apply pressure on the soft tissues, but on those two “bony” areas above and below the stomach soft tissues.
  • During an accident, the impact shield gets fixated within the seat structure and therefore is not being pushed further into the child’s body.

The new impact shield system reduces the forces on the stomach area and most of the pressure is applied on the pelvis and the costal arch. Therefore, it has to be tightened to these bony areas. During an accident, the impact shield absorbs the resulting energy and acts like an airbag. The special shape allows the upper body to flex over the impact shield and reduces neck forces.

Car seats with impact shields have been used successfully by millions of parents over several decades and saved thousands of lives all over the world. In regards to claims of possible child ejection i.e. from under the impact shield during an accident, despite lengthy research, we are not aware of any reported incident with impact shield seat being involved in accidents with a child being ejected.

Due to the flexing, bending and bio dynamical movements of a real human body, crash test environments using artificial dummies are not able to fully reproduce the biomechanical behavior of a real human body. They can only give a comparable indication. In contrary there have been many cases of ejected children, mainly involving car seats using 5-point harness systems and due to misuse.

All Kiddy products on the market fulfill or exceed all legal norms and requirements. All Kiddy child seats currently in production have been graded "Good" or even "Very good" from independent world-renowned test institutions.

Kiddy is committed to always provide the safest child protection solutions available by incorporating designs and materials that are based on the latest standards of science, technology and test procedures known at the time.

Further information and the correct handling of an impact shield can be found here.

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Cybex develops award-winning rotatable seat pushchair

Cybex, the global company renowned for its luxurious car seats, baby carriers, and pushchairs, has launched a new that offers parents the choice between a parent-facing or forward-facing set-up at just the push of a button.

Weighing only 7kg, the ultra-compact award-winning Eezy S Twist has been created for travellers who prefer their comfort with a little extra freedom and provides little ones with a whole new perspective of the world, thanks to the smart one-hand mechanism that allows quick and simple adjustment of the award-winning rotatable seat unit.

The narrow footprint of only 45cm makes this 3-in1 travel system stroller perfect for public transport, narrow streets and travelling. The compact folded package, which when folded measures only 26cm x 45cm x 56cm, is small enough to fit in small car boots, under train seats and meets the hand-luggage criteria for most airlines, taking away the struggle of checking-in a stroller at the airport.

Loraine Morgan, Marketing Manager at Cybex, said: “We’re really excited to be launching this new unique stroller. Here at Cybex, we understand that it can be difficult for parents to place a child in a pushchair or stroller without the urge to check on their wellbeing when out and about.

“The Eezy S Twist takes this worry away and gives parents the option to position their child parent facing or outward into the world. We know that parents will love the parent facing functionality an added benefit for a stroller.”

Made for urban parents, the Eezy S Twist is an innovative and lightweight travel system and features a stepless recline function of the seat unit which locks to a full lie-flat position making it suitable from birth, while the multiple backrest positions, until full lie-flat, ensure a child is always comfortable. This, coupled with independent suspension on each wheel, ensures the smoothest of rides for sleepy passengers.

The Eezy S Twist is suitable from birth to approximately four years (17kg) and is available from July 2018 with an RRP of £270. It is a convenient 3-in-1 travel system when paired with the Cocoon S and an award-winning Cybex infant car seat such as Aton M i-Size or a gb car seat.

Cybex has also launched the Eezy S stroller, a lightweight and compact pushchair that can be used as a 2-in-1 travel system from six months to approximately four years (17kg), RRP £230.

For more information, visit

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If at first you don’t succeed you can try (four times) with the new 4-in-1 Trybike

Trybike is more than just a balance bike. It’s an investment for the future that offers endless play opportunities for children up to six years as well as a revolutionary idea that will help foster a love of cycling for a lifetime.

Danish-made, the Trybike, now available from has been designed by two super-keen cyclists from the Netherlands and who have used their extensive knowledge to design an exciting new generation of balance bike that performs four functions in one.

For children as early as 12 months, this stylish, wooden Trybike with the three wheel option acts as a walker, offering a safe and sturdy support to toddlers taking their first, tentative steps.

This revolutionary piece of kit, will then adapt, with the simple turn of a spanner, to offer three further options for a child, as they develop in both age and confidence.

From a walking aid, the bike transforms into a low bicycle and can be used as a balance bike to help a child to master the art of balance, without pedals.

When the child no longer needs his feet so close to the ground, a further adjustment will heighten the bicycle.

For those who want to get around and simply have some fun the Trybike can also function as a high tricycle which is suitable for use by children up to the age of 6.

Trybike is made from durable weatherproof marine birch plywood, has a comfortable, padded seat and comes with 12 inch spoked wheels with nylon bushings, seale smooth cartridge ball bearings and extra wide rubber inflatable tyres.

Also available is the steel and steel vintage Trybike which converts from a tricycle into a bicycle. These beautifully crafted bikes are the kind of gift you dreamed of having as a child and are available in silver, black, as well as vintage red and green.

Available from

For more information, call sales executive Mike Bird on 01278 434440.

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Update from Fundamentally Children

2018 - blink and you'll miss it! We’re almost half way through the year and after a crazy Q1 with all the madness of show season, things haven’t quietened down at all and we’re already thinking about Christmas!

Before the year disappears completely, here’s a quick recap of the last three months at Fundamentally Children HQ.

Good Toy Guide USA

We’ve launched The Good Toy Guide in the USA. Teach Team in Illinois is our testing partner and they’ve already received their first batch of toys to review. Emily de Sousa will be supporting US clients with their submissions and helping them make the most of their endorsement, and we will be working with ASTRA and the Good Toy Group on a number of projects to market the brand and provide support to toy companies across the pond. US companies wanting to know more about this can contact Emily directly at

Good Toy Zone

The inaugural Good Toy Zone launched with remarkable success at Under 1 Roof Kids earlier this month. The reaction from the industry and consumers alike has been hugely positive and we’re excited about the opportunities the space affords for experiential marketing, research and PR opportunities.


Our Fun4All campaign is up and running and has so far been very successful. There’s plenty more to come on our consumer site and social media feeds and we’ve loved partnering with Theodora’s Children’s Charity to support the work of their giggle doctors.

We are now finalising the details of our Christmas campaign, so get in touch if you’d like to get involved.

In other news:

  • We have two new staff members in our research and consultancy team, and a new office
  • We had a great show at Licensing Expo in Las Vegas
  • Our recent partnership with the BTHA saw them launch the Toy as The Tools of Play resource for their members
  • We’re now offering shared research days, for a quicker, more cost effective way to gain insight
  • Our media profile has been continuing to grow with more TV, print and digital comments than ever. See some more of the highlights here.

JOIN US! We’re recruiting! Are you, or do you know, a great account manager or business development executive? We’d love to hear from you if so...

COMING SOON: We’ll soon be announcing the first UAE Good Toy Zone, and some shared advertising opportunities so watch this space!

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Superhero performance from Nûby!

Nûby’s Baby Feeding Accessories market performance continues to show impressive growth and is set to continue with lots of key strategic launches this year. To celebrate, Nûby threw a #NUBYBIGREVEAL party in London, inviting parents and influencers to join in the fun.

“We wanted to launch our new products and in a memorable way to bring to life our marketing campaigns and brand personality. The Nûby brand brings fun to parenting and this event was designed to do just that with spectacular entertainment from popular children characters”, explains Helen Curran, Head of Marketing.

With Princesses discovering the Little Gems Birthstone dummies, the Incredible Gulp character trying to smash the durable Tritan Cups and Spidey modelling the new baby carriers and backpacks the event was photo-worthy and fun, resulting in a spike in social media buzz for the brand on the day.

For more information about the three new launches, please contact

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Dr Brown’s Options Bottles recommended by 92% of Healthcare Professionals

Following a statement from the Royal College of Midwives (RCM) that they have changed their position on bottle feeding, Dr Brown’s, the leading anti-colic baby bottle brand, has reissued a survey of healthcare professionals on bottle feeding.

In the new survey, 92% of healthcare professionals said they would recommend Dr Brown’s Options to new mums*.

While the RCM has rightly so not changed their ‘Breast is Best’ position, which Dr Brown’s wholeheartedly supports and have insisted for many years that women who choose to bottle feed should have their decision respected, this approach will now be more prominent – a decision welcomed by new parents.

Leading bottle brand Dr Brown’s is the only truly preventative colic-bottle on the market and this has been recognised by healthcare professionals (HCP’s) from across the UK as part of an Independent Research Study. The research was carried out by renowned Mustard Research Ltd who questioned a sample of 200 healthcare professionals during May 2017.

The survey respondents included Midwives, Health Visitors and GPs and results showed that Dr Brown’s Options Bottles were overwhelmingly chosen as the number one recommended solution for colic with 92% of HCP’s saying that they would recommend Dr Brown’s Options for the relief of colicky symptoms. Of those, 69% of midwives said they would recommend the use of Dr Brown’s for parents struggling with a colicky baby.

Almost half of all babies in the UK develop colic** and Dr Brown’s is famed for its unique vent system which is clinically proven to eliminate the vacuum and air bubbles in the feed, so helping reduce colic and burping. Research showed that 57% of HCP’s acknowledge that the level of technical research and development of Dr Brown’s has had a significant impact on the effectiveness in relieving symptoms of colic. In fact, 64% of Midwives state that it’s the unique air vent system that makes the Dr Brown’s Options range so effective at preventing colic.

The uniqueness of Options bottles is that they are the first convertible bottle that can be used with or without the vent once baby develops or no longer experiences feeding problems, so it does give parents the power of choice!

Dr Brown’s bottles are also recognised as an effective bottle to give expressed breastmilk, as the milk is delivered to baby in a similar way to breastfed babies because the fully-vented design of the Dr Brown's bottle provides a vacuum-free feeding environment allowing the milk to freely flow, without experiencing teat collapse.

Research has also shown that essential vitamins A, C, and E, particularly in expressed breastmilk are preserved for longer in a Dr Brown's bottle because air never mixes with the milk in the bottle***.

Fiona-Jane Kenworthy, Marketing Manager at Dr Brown’s, comments: “As the UK’s leading preventative colic bottle, we welcome the announcement from the RCM giving support to women who choose to either complement or bottle feed their baby. Now this announcement has been made we wanted to reissue our findings to make choosing an anti-colic bottle more transparent for new mums. It’s great to know that healthcare professionals across the board understand the research behind and unique attributes of Dr Brown’s bottles as this enables us to reinforce our message that “Prevention is better than cure” and we hope that this new RCM position will help many more parents to find a solution to prevent windy colic from the start.”

*Research conducted by Mustard Research Ltd amongst a sample of 200 UK Health Care Professionals during May 2017.

**Results taken from a survey of 253 Health Professionals and 1,003 mothers with babies under 6 months of age.

*** Dr Jimi Francis: Comparative analysis of nutrients in baby milk using varied milk delivery systems. University of Nevada. For more information log on to:

For sales enquiries, please contact CMS on 01538 399 541

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The brand new Oyster3, quite simply revolutionary

The latest in the multi-award-winning Oyster series from BabyStyle is the revolutionary Oyster3 which, when compared to its predecessor the Oyster2 is bigger and taller but actually folds smaller with the seat unit in place.

The higher seat and carrycot positions make tending to baby much easier for parents.

Those very clever technical people at BabyStyle have designed their best pushchair yet, using vital input from parents and testers about what they really want from a pushchair.

In pushchair mode, the Oyster3 will fold with the seat in both forward and parent facing positions, the compact fold means that it is even easier to carry, store and transport the Oyster3, and once folded there is a really useful retracting carrying handle, making it easy to lift and carry.

The chassis is available in Oyster City Grey and Mirror both of which are finely finished with a handstitched textured handle. The foam filled ER tyres are not only puncture proof but give a longer, trouble free life and all-round suspension ensures that the Oyster3 will handle all kinds of terrain.

A coordinating carrycot with a rocker base and optional stabilisers is available and the matching Oyster Carapace Infant i-Size seat can be fitted to create a full travel system.

The Oyster3 is available in eight colours: Truffle, Berry, Pebble, Caviar, Mercury, Pepper, Regatta and Peacock all in a stunning herringbone fabric. The exclusive fabric offers a traditional and stylish look; the subtle colours and sumptuous weave ensure that every Oyster3 will get admiring glances wherever it goes.

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Competition fever

Competitions are a great way of getting your brand known to the consumer but they can sometimes be a tad expensive. However, here at we are by the industry and, most importantly FOR the industry.

What does this mean in practise? Growing our audience slowly but surely, means that we can keep our prices super low for what is actually great exposure. We target pregnant mums through various means, one of which is competitions!

If you would like your product to be featured in one of our monthly competitions, then contact

A little can go a long, long way if spent wisely!

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New BeSafe ‘crash-tested’ car seat Accessories

Scandinavian Car Safety brand BeSafe are now launching an innovative range of new car seat accessories. True to their ethos, BeSafe are now ‘crash-testing’ ALL their accessories in line with car seat testing.

Beautifully packaged in premium boxes, easily stacked or hung in your store, this range has the appearance and style of a gift range, really standing out in an otherwise commoditized sector.

There are accessories for all the latest BeSafe iSize seats – the first brand to offer an iSize solution for parents from birth-12 years.

Contact your BeSafe representative for your store to stand out too.

BeSafe… Good for Children, Good for you…

BeSafe UK/IRL: 01606 814 638

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Goodbye Recaro?

Recaro Child Safety GmbH & Co. KG will be ending its business operations effective July 31, 2018. The parent company Recaro Holding GmbH made this decision with the consent of the advisory board of the Recaro Group.

Business operations will continue without limitations until the company closes; orders will be processed as usual. The closure will take place in the following steps: regular business operations will end on July 31, 2018; child seats and strollers will be sold until December 31, 2018; customer service including warranties will be provided until December 31, 2019.

The decision to close the company was made due to the company’s ongoing negative sales and earnings trend, which has deteriorated once again since the beginning of the year. While comprehensive measures introduced last year to reduce costs, improve the positioning in an intensely competitive market, and develop new products were able to be implemented, they were not enough to compensate for the negative business development.

190 employees of Recaro Child Safety worldwide are affected by this decision to close the company; 117 of these individuals are at the Marktleugast site in Germany. Within the scope of the orderly closure, there will be offers to make it easier for employees to transition to a new employment opportunity. A transfer company, for example, has been founded with the support of Recaro Holding.

Ralf Kindermann, Managing Director of Recaro Child Safety: “This was a tough decision to make, but had become unavoidable due to the ongoing loss situation. We will do everything in our power to make sure that the closure of business operations is handled in a fair and orderly manner, and have the complete support of RECARO Holding in this regard. At the same time, we are, of course, open to talks with investors who may be interested in parts of the business.”

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