abc kids expo supplement, september 2014

A New Look for Fisher-Price

ABC Kids Expo 2014

Mom Bloggers Drive Sales

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Supplement, September 2014

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12 Who Is “Today’s Mom?”Stats Reveal the Answer by Nancy Lombardi

14 Fisher-Price Elevates Look, Functionalityfor Today’s Millennial Moms by Jennifer Lynch

16 Mom Bloggers Drive Salesby Maria Colaco

18 Baby Trends Seek to Meetthe Needs of Millennial Moms by Jennifer Lynch

24 ABC Kids Expo: Product Presentationby Nancy Lombardi

6 Observations & Opinions

8 What’s Trending in the Baby Market10 Industry Forum: ABC Kids Expo

From the left:Haba’s Lassig GreenLabel Neckline Bag;Mamas & PapasArmadillo Flip;Chicco’s Bravo TrioSystem; Fisher-Price’s ComfortCurve Bouncer;Oopsy Daisy FineArt featuring TheWorld of Eric Carle

on the coverdepartments

features

on this page

September 2014ABC KIDS EXPO SUPPLEMENT

onBoard 35 Air+Infant Car Seat bySafety 1st

cover designedby Jennifer Lynch

aNb Media Entersthe Baby Market

6 TOYS & FAMILY ENTERTAINMENT SEPTEMBER 2014

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September 2014 • ABC Kids Expo Supplement

PUBLISHER BOB GLASER

[email protected]

ASSOCIATE PUBLISHER ANDY [email protected]

ADVERTISING DIRECTOR DONNA MOORE

[email protected]

CONTROLLER MARY GROGAN

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EDITOR IN CHIEF JIM [email protected]

EDITORIAL DIRECTOR NANCY [email protected]

EDITOR AT LARGE CHRISTOPHER [email protected]

SENIOR EDITOR LAURIE [email protected]

ASSISTANT EDITOR JENNIFER [email protected]

WEB MASTER ERIK [email protected]

WEB CONTENT MANAGER BRENDAN [email protected]

CONTRIBUTORMARIA COLACO

[email protected]

PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCHLITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030

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TOYS & FAMILY ENTERTAINMENT is published four times per year plus a supplementfor ABC Kids Expo by aNb Media. Copyright 2014 aNb Media. All rights reserved.No part of this publication may be reproduced or transmitted in any form, or by anymeans, electronic or mechanical, including photocopy, recording, or any informa-tion storage and retrieval system, without written permission from the publisher.Printed in the U.S.A. TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM areregistered trademarks of aNb Media. Opinions and comments expressed in thispublication by editors, contributing writers, or solicited or unsolicited documentsare not necessarily those of management.

WWW.ANBMEDIA.COM

T he team at aNb Media has collectively spent eonsin the toy industry and we are now branching into the baby marketin two ways. The first way is through this trade magazine supple-ment dedicated to the ABC Kids Expo and the second way is withour consumer review website, TTPM. On August 1, we launched

TTPM Baby covering car seats, strollers, diaper bags, feeding, and anything elsethat is necessary for life with an infant.

This is a segment of the business where we see continued growth. The pastfew years have been tough in the toy industry but that doesn’t seem to be the casefor the baby market. There seems to be a number of reasons for this. While birthrates are declining around most of the world, when a baby is on the way, fami-lies tend to go a bit overboard with the purchases. The fewer babies there are ina family, the more the family tends to spend.

The Centers for Disease Control and Prevention reports that the age of first-timemoms in the U.S. is about 26. Anecdotally, for those of us in the New York Cityarea, age 36 seems more accurate. These older city moms have a lot of disposableincome as evidenced by the volume of $1,000 Bugaboo strollers on the streets ofManhattan. These women want the best of everything and are seemingly obliviousto cost, which bodes very well for the industry. Yet we know that the microcosmthat is Manhattan is in no way representative of the majority of the U.S.

Across the U.S., these 26-year-old moms may seem young by today’s standardsbut they are certainly older than in generations past. These women fall into the mil-lennial generation, which is the current hot demographic group. Most of this ABCKids Expo supplement is dedicated to exploring their habits. This generation ofwomen is used to top-notch design choices, customization, and technology inte-grated into every aspect of their lives. Manufacturers have been forced to sit up andtake notice. These women are spending generously on the must-haves and that iswhat is making the baby category so popular for growth. Car seats, strollers, cribs,and other such items are necessities. These necessities have more features, highersafety standards, and sleeker designs making them big-ticket items.

In this supplement, we profile today’s mom, look at trends across various cate-gories, explore the impact of mom bloggers, and offer a first look at the transforma-tion of the baby gear line at Fisher-Price. Of course, there is an extensive productpresentation showcasing what will be on display at this year’s ABC Kids Expo. Welook forward to seeing you at the show. Safe travels.

BY BOB GLASER

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Trending: What Consumers Are Searching For

BATMAN DELUXE COMBINATIONTODDLER/BOOSTER CAR SEAT

Kids Embrace

LAUGH & LEARN SMART STAGES CHAIRFisher-Price

BRILLIANT BASICS CORN POPPERFisher-Price

ARMADILLO STROLLERMamas & Papas

PLAYSKOOL SESAME STREETTAKE-ALONG BAND SET

Hasbro

SIT-ME-UP FLOOR SEATFisher-Price

GROW-WITH-ME MOBILEFisher-Price

MY LITTLE SNUGABUNNYCRADLE ’N SWING

Fisher-Price

PUSH ’N CHASE TURTLETOMY

PLAYSKOOL POPPIN’ PARK RUMBLIN’ ANIMALSHasbro

PLAYSKOOL STACK ’N SPIN MONKEY GEARSHasbro

READY STEADY MUSICAL GIRAFFETOMY

This trending list is taken from aNb Media’s consumer website, TTPM. On August 1, TTPM launched a new section ofthe site called TTPM Baby. This Trending Review is a list of the most popular items on TTPM Baby, as determined byconsumers. It’s generated by the number of page views for that item in the previous 30 days, updated every 24 hours.Here is the list, in trending order, on August 12, 2014.

ArmadilloStroller

Sit-Me-Up Floor Seat

Laugh & Learn SmartStages Chair

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The board of directors and staff of All Baby &Child, Corp., the producers of the All Baby &Child Spring Educational Conference and TradeShow and the ABC Kids Expo, have announcedthe newest feature to

launch at this year’s ABC KidsExpo. The Made in the U.S.A.Showcase premiering at the 2014ABC Kids Expo in Las VegasSeptember 7–10, 2014, will belocated in the pre-function space ofthe lower level exhibit hall.

Consumer requests for productsmade here in the United States coupledwith a renewed sense of AmericanPride across the country solidified theconcept behind the showcase and stepswere taken to develop the criteria forproduct submission. The concept forthis new showcase has been in devel-opment for several years. Strategicdecisions were made to launch theNorth American Pavilions at bothNursery Fair in the UK and Children’sBaby Maternity Expo in China, whileplans were in the works for this new showcase.

“There is a growing demand for U.S. made products andstandards internationally as demonstrated by the success ofour North American Pavilions launched abroad in 2013,”says Larry Schur, president of All Baby & Child Corp.“Domestic demand for ‘home grown’ products has beenincreasing as well. This showcase will make it easy for bothU.S. retailers and international buyers to find the best andnewest products made here in the United States.”

Much like the New Product Showcase, all media atten-

dees and independent specialty retailers are invited to a spe-cial reception that will be held in the Made in the U.S.A.Showcase in conjunction with the ABC InventionConnection. It will be held Sunday, September 7, the opening

day of the trade show from 8–9:30A.M.That’s right, the reception will be on

the opening morning of the 2014 ABCKids Expo. Attendees will want to reg-ister and obtain their show credentialsbefore the morning of Sunday,September 7, 2014, to ensure they have

time to enjoy coffee and pastries whilebrowsing the displays located in both show-cases as well as meeting the inventors in theABC Invention Connection. The Made in theU.S.A. Showcase will also be open to atten-dees during regular show hours. Products willbe featured in a full spectrum of displaysfrom large to small and all sizes in between.

For participating businesses this will bean opportunity to obtain special press andpublicity for your Made in the U.S.A. prod-ucts in a highly visible and secure show-room location adjacent to the trade showfloor. The ABC Kids Expo offers a variety

of display options available in the showcase including plat-forms/risers, peg displays, mannequins, or in lighted displaycases. Every product will be featured in the Made in theU.S.A. Presentation Booklet available at the showcase.

To find out more about the pavilion, the criteria for havingproducts included in the showcase, and to see a list of partic-ipating manufacturers visit theabcshow.com/usa.asp or con-tact Amanda at (210) 691 –4848 ext. 113.

ABC KIDS EXPO ANNOUNCES

MADE IN THE U.S.A. SHOWCASE


BY THE ABC KIDS EXPO TEAM

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M arketers everywhere constantly use the phrase,“today’s mom.” But who is this woman? The sta-tistics presented below, which pertain to the U.S.only, show that “today’s mom” is older, more edu-cated, and more often than not, married when she

gives birth. While birth rates are declining in the U.S., birth rates are ris-ing among older women. These women have a lot more disposableincome and they take the time to research the best items for their fami-ly. That is good news for short-term consumer spending. The bad newsis there is less time left on the biological clock for many additional sib-lings. Overall, lower birth rates are not a good sign for society as whole.Every society needs youth to move it forward. This societal shift is notunique to the U.S. but it’s happening across most of the Western world.The one noticeable exception is Asia. India and countries across theMiddle East have very young populations. China abolished its one-childpolicy and the media is reporting that baby-related businesses areexpected to boom.Statistics show that the average age that a woman in the U.S. gives

birth is now 25.8. That puts her smack in the middle of the millennialgeneration. That generation is the focus of today’s manufacturers acrossall industries and much of the focus of this ABC Kids Expo supplement.Here are some statistics that craft a profile of “today’s mom.”

2012 U.S. BABY STATISTICSNUMBER OF BIRTHS IN THE U.S. IN 2012: 3,952,841BIRTH RATE: 12.6 per 1,000 populationFERTILITY RATE: 63 births per 1,000 women ages 15–44 yearsMEAN AGE AT FIRST BIRTH: 25.8PERCENT UNMARRIED: 40.7Source: The Centers for Disease Control and Prevention 2012

MARRIED AND EDUCATEDIn 2011, more than 6 in 10 (66 percent) of mothers with infants had at

least some college education, while 34 percent had a high school diplomaor less. In contrast, in 1960, almost half (49 percent) of women ages 15–44had less than a high school diploma, some 34 percent earned a high schooldiploma, and 17 percent had some college experience.Today’s woman with a bachelor’s degree is more likely to be married

when she gives birth than a less educated woman. Just 9 percent of women

with a bachelor’s degree are unmarried when they give birth. Meanwhile 42percent of women with some college are unmarried when they give birth. Justover half (53 percent) of women with a high school diploma and 61 percentof women lacking a high school diploma are unmarried when they give birth. Less educated women still have more children over their lifetime

than educated women. Women without a high school diploma have onaverage 2.5 children and women with a bachelor’s degree have an aver-age of 1.7 children.

Source: Pew Research Center’s analysis of U.S. Census Bureau Dataas of May 2013

AGE OF FIRST-TIME MOMS BY RACEThe average age of first births increased for all racial and ethnic

groups between 1990 –2006. In 2006, Asian and Pacific Islander womenhad their first child at an average age of 28.5. American Indian andAlaska Native women were, on average, 21.9 years old. Non-Hispanicwhite women were 26 on average, non-Hispanic black women were22.7 and Hispanic women were 23.1 on average.

Source: U.S. Department of Health and Human Services/Centers forDisease Control and Prevention, August 2009 Data Brief

During the Great Recession, minority groups overall and those whowere less educated, regardless of race, put child-bearing on hold. Thereason is these demographic groups were hit much harder in the reces-sion. This didn’t hold true for older, more educated women, most ofwhom are white or Asian. They were less likely to be affected by theGreat Recession. Older moms (35-plus) also don’t have the biologicalluxury of waiting until the economy gets better.

STAY-AT-HOME MOM OR IN THE WORK FORCE?Pew Research shows that there is a slight uptick in the number of stay-

at-home moms after decades of decline. The research shows that in 201229 percent of moms were defined as full-time stay-at-home mothers. Thatis up from a modern-day low of 23 percent in 1999. Their reasons for stay-ing home vary. For some it’s a choice to stay home and take care of theirfamilies, but others are home because they are unable to find work, are dis-abled, or are enrolled in school.The largest share of the group is what is defined as the “traditional stay-

at-home mom” who is a married woman with a working husband. These

Who Is “Today’s Mom?” These Stats Reveal the Answer BY NANCY LOMBARDI


SEPTEMBER 2014 TOYS & FAMILY ENTERTAINMENT 13

women made up two-thirds of the nation’s 10.4million stay-at-home mothers in 2012. The shareof moms staying at home with their children rosefrom 2000–2004 but stopped in 2005 as econom-ic uncertainty started to unfold prior to the GreatRecession. Research shows it resumed from2010–2012 as the share of stay-at-home momshit 29 percent. That is three percentage pointshigher than in 2008 when it was 26 percent.

A growing share of these women are homebecause they say they cannot find a job. Inaddition, less educated workers have to weighthe cost of child care with what they would beearning in income. In many cases it becomes

more cost-effective to stay home. Regardless of martial status, mothers at home

are younger and less educated than their workingcounterparts. In addition, stay-at-home moms areless likely than working moms to be white andmore likely to be immigrants. A third of stay-at-home moms (34 percent) are living in povertycompared with 12 percent of working moms.

These numbers stand in stark contrast to thestereotype of the stay-at-home mom as an affluentwoman. While they do exist, they are a very smallpercentage of the population. In 2012, nearly370,000 married, stay-at-home moms with anemployed husband and a family income exceed-

ing $75,000 had at least a master’s degree. Womenwith a median family income of $132,000 aresomewhat older than the average mom, fallinginto the 35–44 year-old range and caring for achild under the age of 5. They are nearly all white(69 percent) while 19 percent are Asian. Just 7 per-cent are Hispanic and 3 percent are black.

Source: Pew Research Center’s Social andDemographic Trends Report, April 8, 2014

These snapshots illustrate that there is noone way to categorize “today’s mom.” It’ssomething that marketers need to keep in mindwhen crafting campaigns.


BY JENNIFER LYNCH

Fisher-Price Elevates Look, Functionality for Today’s Millennial Moms

Blame the late Steve Jobs of Apple,but growing up in an era flushwith great design and great func-tionality has given today’s millen-nial moms much higher expecta-

tions for their products. No longer a secondaryconsideration, a product’s design is now a pointof entry for this consumer, and items for theirbaby are no exception.

“Everyone has to be playing on that field ofgreat design, and part of that comes from theexposure over the years to companies such asApple, Samsung, and so forth,” says MarkZeller, senior vice-president of global brandscreative at Fisher-Price. “Millennials are inun-dated with great design so it’s really become anexpectation.” And it’s one expectation Fisher-Price is working harder than ever to meet. Thisfall, the company will begin rolling out aredesign of its baby gear that has been heavilyinfluenced by today’s millennial moms andmodern design.

“We’re starting with baby gear because it’sthe entry point from Fisher-Price and all its babyproducts,” says Zeller. “We realize mom istrending toward a more modern aesthetic to fither home and her life, so we’re ensuring that ournew products can naturally coexist in that mod-ern environment.”

But achieving the new look has been no easyprocess. Throughout the redesign, both in-houseand out-of-house design teams looked globallyfor inspiration, drawing influences from fashionto electronics to materials. “We have a lot oftrained industrial designers who have spentyears studying everything from transportationdesign to furniture design to consumer electron-ics, so we’ve tapped into that knowledge while

also looking on the outside,” says Zeller.Working with outside design companies has alsohelped Fisher-Price gain more insight into trendsand aesthetic as well.

“I think when it trends toward décor you’llfind a subtler and more unique palette, maybeone inspired by the specialty market,” Zellersays. “So, part of our goal has been how toincorporate that into functional design for every-one, while tying that to our tried-and-true aes-thetics for baby—white plus bright.”

One example of this is the Comfort CurveBouncer, which will feature a new curved whiteplatform accented with subtler color palettesand designs. Take one look at revamped itemssuch as this one shown here, and it’s also evi-dent that today’s electronics have had someinfluence, from design to application. “Appleand Samsung are certainly a benchmark interms of consumer electronics, so we’re alwaysinfluenced by those things, especially in prod-ucts where we’re infusing technology into theitems,” says Zeller. Fisher-Price was unable toreveal the technology it plans to utilize as of

press time, but Bluetooth is one thing that canbe expected in its 4-in-1 Smart Connect Cradle‘n Swing, which will be controlled from theconvenience of a parent’s smartphone or tablet.

“We know that parents are on their tablets,”says Zeller. “So, to create a product that puts aproduct’s power and control in the hands of theparents—on a device they already use—is justone way we’re connecting to this connected gen-eration of moms.”

And from a marketing standpoint, the com-pany is also taking a digital approach. Thisyear’s Thought of That campaign has proven tobe increasingly focused on the millennialmom. Whereas past television advertising hastraditionally focused on product features, thenew digital ad spots focus more on fun, real-life parenting moments that incorporateFisher-Price products, which consumers canthen click through to get more product infor-mation or, in some cases, purchase the product.Having seen successful results from thesetypes of efforts, mobile and digital promotion-al outreach is likely to continue and coincidewith the redesign.

With baby gear and infant products provid-ing critical stepping stones for mom and babyinto the Mattel portfolio, Fisher-Price alsohopes its redesign efforts will help the compa-ny to further stand out from the crowd at retailand increase the likelihood of consumer loyal-ty throughout early childhood. “The newdesign and the new range of products havekind of made people at Fisher-Price step backand feel a bit uncomfortable,” says Zeller. “Butthat’s a wonderful thing; if you’re uncomfort-able it means you’re trying something new anddifferent, and that’s exciting.”

Comfort Curve Bouncer

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Moms are the gatekeepers of householdspending. These women, who are nowclassified as millennials ages 24–32,

approach the world in a very different way thanprior generations. They are well-educated (regard-less of whether they are in the workforce orchoose to be stay-at-home moms), tech savvy, anddon’t listen to the traditional forms of advertisingthat worked for generations past.

To reach these women, companies need to beexperts in all aspects of social media, blogging, andthe internet. However, most executives don’t havetime for a crash course on today’s younger generationor the inner workings of the web, so the best thing todo to reach the millennial mom is to partner with amom blogger. In today’s world, the only womanmore influential than a mom is a mom blogger. Thesebloggers have direct access to millennial moms andinfluence their purchasing decisions.

Yet, navigating the world of bloggers can be adaunting task, even for a seasoned marketing team.Let’s face it—there are a lot of bloggers out there.While a partnership can be a fruitful relationship forboth blogger and brand, it’s important that both sidesdefine a clear plan, tasks, and expectations so thecontent provided by these moms comes across as anunbiased voice. They can drive sales by using a prod-uct and sharing their thoughts with an audience.

For example, for the first-time parent, the worldof baby gear is overwhelming. As these millennialmoms research gear on the internet, they turn tomom bloggers—the more experienced parent—whocan offer real-life advice. When testing strollers,highchairs, and car seats—the “big three” in essen-tial baby gear—safety, ease of use, quality, price,and aesthetic are what most people are researching.

“Going to a mom’s blog for information is somuch more valuable, because nine times out of 10the mom is going to address the same concerns you

have,” says Jessica Buritica, a mom of two fromLong Island, N.Y. “You can read the manufacturer’sdescription, but in the end a mom wants an unbiasedopinion from a fellow mom who is going to scruti-nize a product very carefully.”

TRANSLATING “LIKES” INTO BUYS

But the big question is, do mom bloggers drivesales? Many in the industry have been skepticalabout whether the reviews and blog posts drive shop-pers to retail. But the answer is, yes, mom bloggersdrive sales. Of course, those interviewed both on andoff the record, would not reveal specific sales figuresbecause that is proprietary information between theblogger and their client. But the value for a brand liesin fostering a relationship with the blogger. Theexposure a brand gets from mom bloggers is non-intrusive and organic. Done right, it’s the way a con-sumer would learn about a product from a neighboror friend. This seemingly casual marketing is effec-tive and translates into sales.

MEASURING THE COLLABORATION

Tracking just how social media translates intosales can be done in many ways. There are affiliatelinks, Twitter hashtags, and Rafflecopter—just toname a few options.

Affiliate links are a performance-based marketingstrategy. That rewards the affiliate for every visitortracked via that link. However, this is not alwaysaccurate. A blog’s visitor might not click on the affil-iate link when visiting the site, or they may choose topurchase the item elsewhere based on informationthey received from the initial affiliate.

Twitter hashtags, when executed properly, “offercampaigns greater longevity, make follow-up easierfor brands, and create a stream of content that is morereadily accessible for curation,” says CiaranBlumenfeld, co-founder of Hashtracking and pub-

lisher of Momfluential.net. “Several brands alreadyemploy these tactics, with tweet-to-purchase dialogskicking off a direct message and email confirmationprocess.” Companies such as Hashtracking providehashtag contributor and influencer lists as well asengagement stats. This, in turn, allows brands totrack the messages that resonate with consumers.

When working with a blogger on a Twitterparty, for example, it’s possible to track the party’simpressions. If you achieve “Trending Topic” sta-tus, then you’ve hit the jackpot. “Trending Topic”status can be purchased from Twitter for $200,000,but with the right engagement you can achieve thisjust by collaborating with the right bloggers. Thisachievement also offers more eyes than taking outads in a national newspaper.

Giveaways are another common practice and,“Rafflecopter compiles all of the resyndication stats,”says Candice Kilpatrick, a digital strategist and trav-el blogger at MomMostTraveled.com. “If you don’thave the benefit of an analytics team, this is valuable.Participants can do tasks of your choosing to benefityour social media footprint. The return is visible incold hard stats at the end of the giveaway.”

Signing on a blogger is no different than hiringany other employee. Do your research. While nav-igating the ins and outs of the blogging world mayseem overwhelming, the great thing about theinternet is that the numbers are all there in blackand white. It will be easy to track which campaignswork. It will also be easy to determine which blog-gers work for your brand’s audience.

Maria Colaco is founding editor of thenewyork-mom.com and a social media consultant. She’s alsoa contributor and video reviewer for TTPM.com,which along with Toys & Family Entertainment, ispart of aNb Media. Colaco, a N.Y.-based mother oftwo, can be reached at [email protected].

Mom Bloggers Drive Sales


BY MARIA COLACO, THENEWYORKMOM.COM AND TTPM CONTRIBUTOR

If you want to talk trends inthe infant space that oftenmeans talking millennials,which now make up about83 percent of new moms

according to babycenter’s 2014Millennial Mom report. Andwhile the space continues to offergrowth and opportunity for man-ufacturers, retailers, and licensorsalike, today’s millennial momsrepresent a new breed of parentswhose research and spendinghabits impact the approach thosewithin the space are taking to cre-ate as well as market product.“Certainly everyone has much

more information and I thinkpeople therefore expect more,” says Ann Swartz, general manager of TinyLove, USA. “They read the product information, they study the productinformation, they make their choices carefully, and they want to get whatthey expect or better.”Ever connected and always on the go, style and convenience are two

things that today’s moms look for to fit their lives. And while baby willalways be first priority, manufacturers have become more cognizant that babyproducts’ design must also meet the expectations of today’s millennial moms. To meet those needs, many are using 2014/2015 as an opportunity to

revamp their looks to appeal to this new generation as well as increase andstrengthen their footprint at retail. Fisher-Price will unveil a new look for itsbaby gear at the ABC Kids Expo [Editor’s note: see page 14 for the fullstory], while TOMY’s First Years is rebranding with new visual updates aswell. Earlier this year, Dorel Juvenile Products acquired Tiny Love and theLerado Group to expand its business, while Disney Baby and Babies “R” Usexpanded their relationship to include new online features, such as joint reg-istry experiences, and 25 aggregated Disney Baby shop-in-shops. “There is momentum now across all categories where mom wants to

be able to make customizable and personalized decisions for her baby,”says Rob Michaelis, director, Disney Baby. “But also more than ever,mom wants her fashion sense to be passed from her to her child, from

diaper bags to strollers to travelgear to nursery.”

Gearing up for BabyNo longer an accessory that

screams diaper duty, diaper bagsof today get the pass as wearable,yet functional accessories formoms. JJ Cole is one brand lead-ing the pack in this space withbags that build on the latest trend-ing colors, prints, and styles totote around baby’s essentials. “JJCole continues to look at the feed-back of millennial parents forinspiration,” says Lynne Mello,vice-president of marketing com-

munications at TOMY International. “The JJ Cole design team keeps its fin-ger on the pulse of current fashion trends, and the feedback we consistentlyreceive is that our bags are on trend.” But in addition to the fashion-forwardelements of its bags, such as the Caprice tote, JJ Cole still maintains func-tionality by offering multiple carrying options, interior and exterior pockets,coordinating changing pads, and specialized no-slip grip attachments forstrollers and shopping carts. Similarly, TWELVElittle’s Allure Weekendermay have the necessary pockets and changing pad to be functional for baby,but it also features a slouchy style that’s on trend and roomy enough to housemom’s own goods, from flat irons to shoes and more.

Strolling to a New Beat Another item for baby that’s become just as much about fashion as it is

about function is the stroller. Strollers are no longer a one-and-done pur-chase but vary in style to fit each parent’s personality. “The best way tothink of it for a woman is like her pocketbook,” says Joe Shamie, presidentof Delta Children’s Products. “She wants to make sure the stroller has theright look and fashion that resonates with her personality. There is conven-ience, comfort, and safety, but there are also strong fashion elements.”While parents of yester-year might have owned one or two strollers,

Baby Trends Seek to Meet Needs of Millennial Moms

Disney brands such as Finding Nemo and The Lion King have developed a strong appealamong millennial moms that grew up with the films and want to share that with baby.

BY JENNIFER LYNCH


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today’s parents can often ownupwards of that to fit theirday-to-day lives, ranging fromjogger to lightweight toumbrella to tour buggy. Mamas & Papas, for

instance, offers a range ofstrollers for city living such asits lightweight, easy-foldArmadillo and Urbo2. DorelJuvenile Products’ EddieBauer program also deliverson its brand’s promise withjogging strollers that featuremore technical fabrics, colors,and a more rugged construction to appeal to par-ents leading more active lifestyles, says PaulPowers, president of Dorel Juvenile Products.The line will expand for 2015 with the newEddie Bauer Endurance Jogging Stroller, whichfeatures all-terrain tires, a secure five-point har-ness, and multiple recline options. While there are strollers to fit every income

level, this is one item that parents have beenwilling to splurge on over the past few years,according to Shamie. In addition to its inexpen-sive umbrella strollers, Delta offers a higher-endSimmons Kids stroller line, which features high-er quality fabrications and uses Simmons mat-tress memory foam in the seat of the stroller. Forparents seeking even more lux features andadded bells and whistles, those strollers can startat upwards of $1,000, such as the Bugaboo. However, the higher the price point, the

greater the importance of functionality. Parentslook for these features across products but partic-ularly in strollers and car seats to take them safe-ly from the sidewalk to the road. “Multi-use is a key selling proposition,”

says William Hasse, vice-president of market-ing for Chicco USA, whose strollers accept itsKeyFit and KeyFit 30 Infant Car Seats to growwith baby. This fall, the company is introduc-ing its Bravo Trio System, which Hasse

describes as combining the functionality of astroller, a travel system, and a frame carrierinto one product. “Today’s parents are lookingfor products that have longevity, and the BravoTrio System is the perfect example of a productthat can grow with baby from infancy throughtoddlerhood,” he says. In such travel systems, car seats often go

hand-in-hand with strollers. And focused inno-vation in this area is making travel not only eas-ier for moms but safer for baby. This year,Dorel’s Safety 1st brand celebrates the 30thanniversary of its Baby on Board signs. Andwhile safety has been built into the brand’s DNAever since, it’s particularly visible in its car seatswhere Safety 1st has provided leadershipthrough its work in air protects and side impactprotection to advance safety standards, saysDorel’s Powers. According to the National Highway Traffic

Safety Commission, three out of four children inchild safety seats are still not properly secured,or secured at all. Today, more companies arefocused on easing installation frustrations formoms. “It’s where convenience and safety over-lap,” says Powers. “We know that many timescar seats are not installed properly and it’s prob-ably the single biggest thing we can do toadvance safety in that category. Our philosophy

isn’t about meeting requirements butdriving them to new and better stan-dards of safety.” Other companies approaching the cate-

gory from a similar safety angle includeChicco, with its SuperCinch LATCHtightener on its NextFit Convertible Seat,and 4moms, which is expected to releasethe first self-installing car seat next year.No stranger to innovation (4moms intro-duced the first self-folding stroller loadedwith tech features to keep mom connectedlast year), its infant car seat is expected tofeature dual LCD screens with a three-point checklist to verify correct base

installation and carrier connection before everyride. 4moms could not be reached for comment asof press time.

Making Room for BabyMany homeowners want the functionality of

the items in their home to match its aesthetic,including in baby’s nursery. “Creating a nurs-ery for a child a few years ago was all aboutone room in one bag,” says Disney Baby’sMichaelis. “It was probably a bit about effi-ciency and a bit about having someone elsemake the decision for them. But for the millen-nial, it’s become about customization and per-sonalization, making it your own, and puttingyour own stamp on your baby’s fashion, nurs-ery, and more.”Thus, from a product standpoint, the focus

has shifted to offering an assortment that putsthe decision-making power in the hands ofmom. “It’s about letting mom chose from aDisney assortment that allows her to make dif-ferent purchases that aggregate into what shewants for her baby and what she sees in herworld,” says Michaelis. One way Disney isdoing so is through its aforementioned shop-in-shop program inside Babies “R” Us, whichpools product across categories (and aisles)

Pictured left to right: Dorel’s Eddie Bauer Endurance Jogging Stroller,Chicco Bravo Trio System


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Untitled-1 1 8/21/2014 10:44:06 AM

into one easy-to-navigate location in stores. And just as character licensing has taken a subtler approach to fashion,

character licensing in nursery has also shifted to appeal to today’s millen-nial. Licensing has become a stronger piece of Delta’s business in recentyears, says Shamie. The company has seen a lot of success with what itterms “baby-friendly” characters such as Disney/Pixar’s Cars. Last monthDelta introduced an upscale Mickey Mouse crib collection and will expandits Disney Princess collection for holiday 2014 into the new year. “It’s real-ly become about the parents picking the product,” says Shamie. “And ifthere is a character or license involved, it’s to her taste level and also onethat resonates with her and her child.”

And while classic characters such as Minnie and Mickey will alwaysresonate well with most parents, millennial moms also seek to incorpo-rate the newer character brands that she connected with during her child-hood, such as Disney’s Finding Nemo and The Lion King. “Birth to 24months is a magical time for mom and baby,” says Disney’s Michaelis.“These are the movies she grew up with. Now that she’s having babies,she wants to take that amazing connection to these films that she experi-enced as a kid and pass it on to her baby.”

In order to meet the more personalized needs of mom, Disney is doingso through subtler branding and mix-and-match décor for baby.Meanwhile Delta has signed a new deal with Serta to bring its beddingtechnology to baby with Serta-branded baby mattresses.

Toys to Grow Whereas moms’ needs can often coexist with baby’s needs in décor and

gear, baby’s developmental needs have remained the focal point in toys.What has changed is how companies are meeting those needs. “One of thethings that mom is always looking for is development and milestones,”says Mike Sullivan, senior director of global brand marketing, baby toys,Fisher-Price. “And one of the great things that really plays to our favor isshe’s looking to do this in a fun and engaging way.” This year, Fisher-Priceintroduced its Smart Stages line, which allows a toy’s content to also growalong with baby. With the flick of a switch, mom can set content to differ-ent stages to meet the needs of baby; Stage one focuses on exploring firstwords and sounds. Stage two encourages baby by prompting questions.And as baby approaches 12 months, imagination moves to the forefront,offering a pretend mode that prompts baby to roleplay. “It’s very similar towhat mom is used to seeing,” says Sullivan. “Her timeline, her world, isalways on refresh. So it wasn’t about throwing more screens at baby butfinding a way to give [a toy] seamless benefits that grow with baby.”

As Fisher-Price works to incorporate new grow-with-baby content intoits products, others continue to see the benefits of physical grow-with-

baby components in their toys. While the concept is nothing new, grow-with-me features continue to offer moms the joint benefit of getting morevalue for their money and more value for baby. “A few years ago peoplewere still very price sensitive, but over the past 12 months or so, whileprice is still key, it’s more of a value proposition,” says Gail Smith, vice-president of marketing at Infantino, a division of Step 2. The company’sGrow-with-Me Activity Gym & Ball Pit, for example, combines two pop-ular yet classic play patterns for baby while bringing something new to thegym aisle.

Tiny Love is another example of a company that has increased themulti-use aspects of its toys—from its floor gyms to its Magical NightMobile. The mobile starts as a classic crib accessory with rotating features,various music settings, and projections to soothe baby, then converts to acrib-side and bedside music box as baby moves into the toddler years andbeyond. “It’s really the definition of multi-use and multi-purpose,” saysTiny Love’s Swartz. “It’s keeping that continuity but making it age appro-priate for each stage of a child’s development.”

Reaching Mom Babies haven’t changed but moms certainly have. Those interviewed are

recognizing the needs and wants of this generation and responding accord-ingly. ABC Kids Expo attendees can expect to see these types of innovativemulti-stage, multi-purpose products and more at this year’s show.

With the Laugh & Learn Smart Stages Chair from Fisher-Price, mom can enter baby’sage for automatic Smart Stages level changes or manually change the levels.


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Your excess product can put smiles on faces!

Poverty is a disaster that happens every day, but K.I.D.S. brings hope to 4.5 million children and their families every year. Donating your excess apparel, shoes, toys, books and juvenile products can provide your company with a generous tax deduction and replace despair with dignity. Fill out the donation form online at www.KIDSdonations.org or call 1-800-266-3314.

Untitled-1 1 8/21/2014 2:28:35 PM


ABC KIDS EXPO

MAMAS & PAPASMamas & Papas is introducing two new strollers at this year’s ABC Kids Expo. There is the ultra-com-pact Armadillo City for babies birth to 50 pounds. It is designed for parents who want their second strollerto be smaller without losing any comfort. The company says that there is a surprising amount of spacein the narrow and lightweight chassis, which weighs only 15.4 pounds. The wheels and front and rearsuspension allow for smooth navigating throughout city spaces. With an inward, one-handed fold, theArmadillo City folds away to a small size that the company says will fit in even the smallest cars. In

addition, the stroller is freestanding when folded. This stroller also features an extra-large canopy withUPF 50+ fabric for protection from the elements, a shopping basket, peek-a-boo window, foot brake,

five-point safety harness, carry handle, and an automatic lock when the stroller is folded. It is avail-able in a variety of colors such as Lemon Drop, Blue Indigo, Coral Pop, and Black Jack.

Mamas & Papas’ Armadillo Flip (shown) is a compact travel system. The wheels are ideal forparents using this in suburban or city destinations. The reversible seat means parents can flipbaby’s view. The patented design lets parents fold it down with one hand in just seconds, no mat-ter which way the seat is facing. The Armadillo Flip features an easy-recline, well-padded seat,adjustable footrest, peek-a-boo window, foot brake, front and rear wheel suspension, five-pointsafety harness, carry handle, automatic lock, and the sunsmart extra-large hood is made of UPF50+ fabric for maximum protection. This stroller fits into small cars and has a freestandingfold. It is compatible with coordinating bassinets and Cybex, Graco, Chicco, and Maxi Cosicar seats (adapters and car seats sold separately). It is available for babies from birth up to 50pounds in Teal Tide (shown), Coral Pop, Sand Dune, and Black Jack.

For the first time, Toys & Family Entertainment is launching an issue specifically for the ABC Kids Expo. The show, which takesplace in Las Vegas from September 7–10, will showcase the latest offerings in the baby market. Although statistics show that birthrates are on the decline in the U.S., the baby market remains resilient because most of the products are necessary purchases.

BABY K’TANThe Baby K’tan Baby Carrier, from Baby K’tan, is a soft cotton

baby carrier that is a blend of a sling, wrap, and carrier, providing thepositions and benefits of all three. This ready-to-wear wrap enablesparents to comfortably carry infants and toddlers (from birth to 3 years)in multiple positions. The company says there are no wraps, no buck-les, and no straps. There is an adjustable back-support band and doubleshoulder weight distribution. A sash across the bottom provides addedsecurity and support for baby. There is also a soft, cotton head supportfor baby. Five different ways to wear it are shown here.

COMPILED BY NANCY LOMBARDI

ArmadilloFlip


WUBBANUBWubbaNub is a plush attachment

that helps keep the pacifier in place nearthe baby and makes it easier for little handsto grasp and manipulate than a standardpacifier. The plush design can provide com-fort to infants and can help to prevent the paci-fier from being lost, dropped, or forgotten.

The pacifiers are BPA free, latex-free, and made of med-ical-grade silicone. The machine-washable plush portion, made withbaby-safe beans sewn in separate safety sacks makes it easier for littlehands to grasp and manipulate, according to the company.

In 1999, WubbaNub released the first two WubbaNub styles: the RedDog and Yellow Duck. The collection has since grown to 20 originalWubbaNub designs, including the Baby Giraffe (shown), Elephant, andLittle Lamb. In 2009, WubbaNub entered a licensing agreement with MaryMeyer Company to develop 12 additional designs for the Mary Meyer BabyLine, including the Mango Monkey and the Levi Lion. With 32 totaldesigns, a new WubbaNub product line is set to launch in spring 2015.

MIO MIOmio mio offers an extensive line of car seat

and stroller covers. The flagship car seat linercollection features bold, fun prints in 100 per-cent durable cotton canvas. The stroller linersfit most standard full-size strollers (such as theBugaboo and Uppa Baby) and the car seatcovers fit most convertible car seats (such asBritax and Evenflo). mio mio says its collec-tion is environmentally friendly, machinewashable, and designed to keep baby’s spaceclean and germ-free.

The company also offers hooded bath towels,pima cotton blankets, bedding, and pajamas.

TREND LABTrend Lab, LLC announced the addition of

the Cocoa Coral collection to its line of cribbedding, gifts, and nursery décor. Patternedfabrics constructed into trend-right chevronstripes bring a homespun feel to any nursery.Trend Lab’s Cocoa Coral collection features acotton mixture of pinstripes, mini dots, ging-ham, and damask diamonds in a color paletteof coral pink, taupe, and white, with accentsof gray and brown.

Trend Lab’s Cocoa Coral Three Piece CribBedding Set includes a chevron patched quilt,a 100 percent cotton fitted crib sheet in a coraland white mini-dot print, and a box pleat cribskirt featuring a taupe and white pinstripewith a mini-dot border. Available matchingroom accessories include a changing padcover, window valance, diaper stacker, andlaundry hamper. The Cocoa Coral collectionalso includes gift items of bibs, burp cloths,nursing covers, and a 10-inch stuffed toy owl.

car seat cover


ABC KIDS EXPO

DELTA CHILDREN’S PRODUCTSDelta Children’s Products will release a host of new products at this year’s ABC Kids Expo.

The company will expand its twin bed collection with the Disney Princess Carriage Bed.Similar to the company’s existing Disney/Pixar Cars Bed, the Princess version is a blow-moldshape to look like a carriage.

Delta is introducing sets for Disney’s Frozen (shown) and DreamWorks’ How to Train YourDragon 2. Both collections includes a toddler bed, table/chair set, and a multi-bin toy organizer.

Also available are inflatable upholstered Club Chairs in a variety of characters such as Cars,Minnie Mouse, and Mickey Mouse to name a few. Delta’s wood easel collection now includesMinnie and Mickey wood easels.

PATCH PRODUCTSPatch Products announced two new additions to its preschool toy line Mirari, which the company

describes as back-to-basics play with a unique twist. Mirari, from the Latin word for “wonder” and“amaze,” offers basic toys with a simple tech twist.

myPhone is a 5.5-inch durable play phone that features a pretend touchscreen with 12 colorful light-up icons that children can press to hear the ABC song, a lullaby, “snapshot” sound, and more. Using itsrecord-and-ring ability, family members can record a message on the phone for baby. Then, using theincluded remote control heart, adults can activate the phone ringer from up to 25 unobstructed feet acrossthe room, and baby will hear their loved one’s message. It is designed for ages 6 months and up.

Bouncy Bop Shape Sorter is a colorful classic shape sorter with added bouncing fun. Designed forages 12 months and up, children will enjoy fitting the six colorful shapes into the coordinating holes ontop of the eight-inch tall Bouncy Bop Shape Sorter. And when the shapes fall inside and hit the bouncy surface, they make a “boing” sound.Once all the shapes are inside, children can push the side handle to activate the paddle and watch the shapes bounce.

GREEN TOYSGreen Toys Animals-on-Wheels, which are designed for ages 6 months and up, focus on open-

ended play. Made in the U.S. from 100 percent recycled plastic milk jugs that save energy andreduce greenhouse gas emissions, according to Green Toys, the Elephant, Pig, and Turtle (shown)each feature an easy-to-grasp handle and free-spinning wheels that encourage both fine and grossmotor skill development. The compact, rounded bodies are designed with no sharp edges or metalaxles to safely encourage imaginative, eco-friendly play for early crawlers. Green Toys says itsproducts contain no BPA, phthalates, or PVC, and are dishwasher safe for easy cleaning. They arepackaged with recyclable materials and printed with soy ink.

Bouncy BopShape Sorter


FOLKMANISFolkmanis is showcasing a variety of lifelike plush at

this year’s show. The Funky Chicken puppet has feathersoft plush, playful eyes, and a velvety comb atop itshead. Animate the head and wings to enliven this bird forpecking and flapping fun.

The Funny Frog puppet is donned in a chartreuse, tex-tured fabric all the way to its gangly feet. This charactercomes to life with movable mouth and front legs.

The Baby Platypus puppet has webbed feet, a furry beaver tail, and apuckered up duck bill. Puppeteers can animate the mouth and front feet.

TWELVELITTLEThe Allure Weekender Bag from TWELVElittle is

designed for use at baby’s birth and beyond. The babybags are fashionable and functional so they can beused for travel even after kids are out of diapers. Thebag features six exterior pockets, five interior pockets,and a spacious main compartment with easy-accesstop-zipper closure. It comes with a nylon changingpad and features a hidden zipper pocket on the bottomof the back side for dirty-item quick storage.

PRINCE LIONHEARTPrince Lionheart’s SnoozeShade

Deluxe Plus ensures that baby staysprotected from the sun during out-ings. The SnoozeShade Deluxe Plussun and sleep shade fits moststrollers so babies can find rest in ashaded place and keep their delicateskin safe from the sun, pests, andother weather elements while out-side. Featuring smooth, silver exte-rior fabric, and new safety-certifiedsnaps, the SnoozeShade DeluxePlus protects from 97.5 percent ofUV rays, according to the company.SnoozeShade Deluxe Plus also pro-vides a “snooze mode” screen inaddition to a “lookout mode” win-dow, which filters UV ray lights butlets baby see what is going on out-side of the stroller.

GUNDSleepy Seas Sound & Lights Whale, from Gund, is a cuddly

whale plush toy that helps soothe baby to sleep with relax-ing sounds and soft glowing lights. Press the tail and theblue whale plays calming ambient music including:ocean waves, bubbling water, and spa-like sounds.Meanwhile, circles of light glow from within beforeshutting off automatically with the music after five min-utes. Soft, huggable plush makes this smiling toy suitedfor playtime and sleepy time alike. It is surface-washable,appropriate for all ages, and includes three AAA batteries.


ABC KIDS EXPO

ANGELCAREAngelcare’s AC1200 Video Movement & Sound Monitor for Smartphone allows parents to simply

download the Angelcare app to turn their smartphone (iPhone or Android), tablet, or even their computerinto a monitor to watch baby no matter where they are in the world. The Video Movement & Sound Monitorfor Smartphone also has internal communication via Wireless Access Point, which turns the nursery unitinto a router, so internet connection is not needed. Use music from your phone or tablet to play to baby.

Angelcare AC403 Movement & Sound Monitor features the under-the-mattress sensor pad, allowing parents to know with-in 20 seconds if no movement is detected in the crib. The nursery unit sends all the sounds baby makes to the portable parentunit, which comes with an audio “tic” option so parents know it’s working and a “vibration” mode, so the alarm won’t disrupt quiet time.

BEGINAGAIN TOYSBeginAgain Toys blends eco-friendly materials and classic fun to create toys that teach through

play. Here are just a few items in the line that will be on display at the ABC Kids Expo.The Tumbler is flip-around, rolling fun. Made from sustainable, harvested rubberwood with three sets

of rubber-trimmed wheels, this push-around toy rolls no matter what side is up. It is colored with non-toxic,child-safe stains and recommended for ages 18 months and up.

With its tactile tummy made from natural rubber and a big dinosaur grin, the Dino Rumbler is a chunkypush-around toy. The six-inch tall, green Dino Rumbler encourages active play and is great for develop-ing fine motor skills. Made from sustainable harvested rubberwood with non-toxic, child-safe stains andrubber-trimmed wheels to protect floors. It is recommended for ages 18 months and up.

Sized for travel and little hands, the Shapes & Colors Balance Boat teaches colors and shapes whileimproving fine motor skills. Each colorful shape (circle, square, rectangle, triangle, heart, and star) is labeled with itscolor name and fits snugly into its shapely slot in the side of the boat. Stand the sturdy boat on its bottom, and kids can stack and balancethe chunky shapes on top. Made from sustainable harvested rubberwood with non-toxic, child-safe stains, the game includes a five-inch byseven-inch wood tray for storage and display. This is recommended for ages 2 and up.

REEVES INTERNATIONALReeves International is introducing a variety of items under its Tolo and Wow Brands. The

Tolo Toys First Friends Stable can fit three ponies or other First Friends animals. The set,designed for ages 1 and up, comes with a stable and First Friends pony and is compatible withother parts of the First Friends line.

Wow Toys Multipacks deliver extended play value for kids ages 1 and up. The sets combineWow’s best sellers in themed sets such as Farm Friends, Construction Crew, Police Patrol Pals,Emergency Rescue, Sunshine Explorers, and Girls’ Adventures.

Angelcare AC403Movement &

Sound Monitor

Dino Rumbler


The Joester Loria Group is representing TheWorld of Eric Carle for licensing. Here is asample of some of the licensees featuring prod-ucts at the ABC Kids Expo. H.I.S Juveniles isexpanding on its line of infant travel and safe-ty items launched in 2013.H.I.S. will expand The Worldof Eric Carle line to includeblankets; soft bath productsincluding washcloths, towels,and mitts; as well as burpcloths, packaged layette, andbibs in late 2014. Kids Preferred is debuting a

line of preschool toys featuringThe World of Eric Carle. Thiscollection of early preschooltoys offers a variety of colors,activities, and adventures. TheVery Hungry Caterpillar Developmental Toywith Music & Lights is a wiggly caterpillarshape that includes a bead rattle, easy-to-grabrings, tunes, flashing lights, and every color ofthe rainbow in its playful shape.

Preschoolers can play with the bright,stimulating Tin Spinning Top. With just a lit-tle pump of the handle, the colors, shapes, anddesigns blend together as the top spins.The Very Hungry Caterpillar Rattle with

Teether Links is suited for lit-tle ones while teething. Itincludes eight colorful tex-tured links designed to sootheand entertain. Links can alsobe used to secure toys whileon the go.Sound and Music Elephant

Teether brings together funtunes, realistic elephantsounds, and textured ears forteething. The trunk withrachet feature “clicks” whenmoved and generates sound.

A simple press of the belly activates musicand textured ears soothe teething baby. Push & Spin Popper Toy from The World

of Eric Carle spins, pops, and delights. Simplypush down on the top button for play that

includes spinning, popping, changing colors,and whirling motion. Grabable Rainstick Toy is the latest trend

in developmental toys. The rattle includesgrabable textured silicone handles, a colorfulmoving rain stick, and a variety of shapes andobjects to hold onto, shake, and explore. The Very Hungry Caterpillar

Stacking/Nesting/Chime Ball Toy is threetoys in one. The toy starts as a small ball andgives little ones the chance to stack and nestshapes and colors in different ways.Levels of Discovery, LLC is launching The

Very Hungry Caterpillar furniture collection tomarket in 2014. The functional children’s furni-ture collection includes a bench seat with stor-age, rocker, and revolving bookcase. It isexpected to be available for holiday 2014.Additional The World of Eric Carle

licensees with product on display includeCreative Baby with a foam table and chairset, floor jumpers, and walkers. OopsyDaisy Fine Art will showcase canvas wallart and night lights.

THE JOESTER LORIA GROUP FOR THE WORLD OF ERIC CARLE

HAPETake-Along Activity Box is a five-sided activity box that has moving gears, balls, blocks,

and a maze, plus color, motion, and a mirror. It is designed for 10 months and up.Triple Play Train, for ages 24 months and up, is a wooden pull-train that has three cars

full of activities to keep babies pulling, pushing, walking, and exploring. Walk-A-Long Caterpillar (shown), for ages 24 months and up, is a colorful wooden

pull-toy that stimulates early walking with smiling sunflowers that turn with every stepbaby takes. Remove the flowers and watch them spin separately.

Oopsy DaisyFine Art


ABC KIDS EXPO

Fisher-Price is revamping its line of baby gear by introducingfresh designs and styles. To read the full story on theredesign, turn to page 14. Here is a sampling of some ofthe new products in the line. Each item is expected tobe available with a variety of options and colors to suitevery retailer. All of the items shown here are designedfor babies under 25 pounds. The 4-in-1 Smart Connect Cradle ’n Swing will be

available in December. Connect the Cradle ’n Swing toa smartphone or tablet for convenient control of swingfeatures from anywhere inside your home. It featuresfour soothing motions in one. There are two ways to swingand two ways to rock. It features a removable rocker seat,swaying mobile with lights, plug in option to save on batteries, sixswing speeds, 16 songs, and soothing nature sounds. The 4-in-1 Rock ’n Glide Soother will be available in November.

This soother features a multiple motion glider and a removableinfant rocker and cradle. It will entertain baby with 12 songs, three

sound effects, and removable toy bar. The seat can be removed witheasy-carry handles for mobility. There are no batteries for the

glider, simply plug it into the wall. The Auto Rock ’n Play Sleeper (shown) will be avail-able in September. It features a hands-free rockingmotion at the push of a button. It will also keep babyamused with music, sound effects, and linkable on-the-go toy. There is plug-in option. Ultra-Lite Day & Night Play Yard will be avail-

able in January 2015. Fisher-Prices says it is halfthe weight (15 lbs.) of other popular play yardswith all the same features for truly portable use.

It includes everything needed for napping, sleeping, playing, andchanging on the go. It features a supportive seat back, cushionedhead support, and three-point restraint to keep baby comfortable,secure, and gently inclined. Remove the sleeper to make room forolder babies and toddlers. It fits any standard-size crib sheet, and itkeeps the play yard firmly on the floor.

FISHER-PRICE

Auto Rock ‘nPlay Sleeper

PLAN TOYSPlan Toys’ Fantasy Blocks let kids build a medieval fantasy world com-

plete with a functional catapult, a king and queen, a knight, two horses,and even a flying dragon. The set consists of 60 pieces.Build-A-Town Dough Set (shown) allows kids to pavetheir own streets and create their own cars. Thisset includes a patterned roller, two car molds thatdoubles as buildings, three car axles, one handlewith interchangeable patterned stamps, and onedough cutter. The dough is not included.With a sleek bent wood design, the multi-

functional Table & Chair is for toddlers. There aretwo compartments for storage, sturdy support, and adesk top that toddlers can draw on with chalk as well. The chair also hasa bent wood design that contours for small children. This set includes atable and one chair. All items are for ages 3 and up.

ADEN + ANAISaden + anais offers classic muslin swaddles.

The breathable fabric helps reduce the risk ofoverheating, while the signature prints comple-ment any parents’ style, says the company. Theswaddlers can be used as a stroller cover, nursingcover, changing pad cover, burp cloth, and more.The Jungle Jam print is one of the newest in theline. The swaddlers are designed for birth and up.The aden + anais puppy musy mate lovey is

handmade with soft cotton muslin to provide lit-tle ones with comfort. Created from the compa-ny’s signature cotton muslin, the musy matelovey will make the perfect transitional object foryour child. It is designed for birth and up.

Build-A-Town

DoughSet


ROUXROOThe Tangram Soft Blocks are repurposed from remnant fabric from Rouxroo’s other organic printed

products. Rouxroo has transformed what would otherwise be discarded into a set of educational softblocks. The set is constructed from the company’s 100 percent GOTS-certified cotton muslin and stuffedwith plush eco-friendly fill and playful bells, rattles, squeakers, and crinkly paper.

CREATIVE BABYCreative Baby is introducing a host of items at this year’s show. The Happy &

Hungry Booster Seat features two recline positions, three height and tray positions,a removable dishwasher-safe tray, and a carry handle for easy transport. This seat has a maximum weight of 50 pounds. The i-Mat: Under The Sea (shown), for ages 3 months and up, teaches language awareness using English, Spanish, and Mandarin Chinese

so babies can learn the names of 50 animals, plants, and objects found in the ocean. It also teaches colors, shapes, counting, and opposites.The i-Mat: My Alphabet, for ages 3 months and up, teaches language awareness using English, Spanish, and Mandarin Chinese. Babies learn

pronunciation, phonics, and letter recognition.Under the Sea Flash Cards, for ages 3 and up, can help children learn new vocabulary and practice the pronunciation of words. Practice

the pronunciation for each new word by identifying the animals, plants, and objects found in the ocean on the flash cards and repeat afterthe Voice Pen audio example.

CLOUD BCloud b is offering an assortment of sleep solutions for all ages. Here is a sample of what will be on display

at ABC Kids Expo. Mama Koala & Baby is the newest addition to the cuddly collection of soothing plush designedto help children sleep peacefully and calmly through the night. This Koala cuddles her own Baby Koala and lullslittle ones to sleep with the soothing sounds of Mother’s Heartbeat, Spring Showers, Ocean Waves, and WhaleSongs. The detachable plush Baby Koala is a baby rattle. Mama Koala & Baby features a Velcro tab for easy attach-ment to baby’s crib and offers 23-minute and 45-minute timer options to continually soothe baby with calming sounds. Twilight Noah’s Ark is two items in one: by day, kids can play with the plush characters and at night the Ark proj-

ects a starry night scene onto bedroom ceilings and walls with three soothing color options. Select one color or choose to morph throughall three colors. The lights automatically shut-off after 45 minutes to create the complete darkness for sleeping recommended by pediatri-cians. This requires three AAA batteries, which are included. Soothing Sounds Noah’s Ark plays four sounds to create a calming atmosphere for babies. Sleep will come to baby to the sounds of

Gentle Stream, Ocean Waves, Spring Showers, and Whale Songs. Soothing Sounds Noah’s Ark features a Velcro tab for easy attachmentto baby’s crib and offers a 23-minute and a 45-minute timer options to continually soothe baby with calming sounds. This requires two AAbatteries, which are included.

i-Mat: Under The Sea

MamaKoala &

Baby

ROUNDABOUTRagtales Farmyard Bunting is fabric bunting that can

offer a stylish addition to any nursery décor. Each colorfulfabric square features hand-illustrated drawings of farm ani-mals shown in the same number that is on the opposite side.This offers a fun way for little ones to learn how to count.


ABC KIDS EXPO

HEDSTROMHedstrom’s Sensory line of products, with most items

designed for babies starting at 6 months, offers classic play itemssuch as shapes, balls, blocks, and stacking toys. There are vibrantcolors and knobby surfaces of different shapes, sizes, and tex-tures, to stimulate baby’s senses. Bounce and admire the bright colors and lights of the Sensory

Light-Up Balls. Each includes an LED light for visual stimulationas well as scent that complements the graphics. Sensory Bloxx teach babies fun lessons.

Babies will love the colors, animals, letters,and numbers featured on each block. Sensory Ring Stackerz feature bright

colors, flashing lights, rattling beads, and agrape scent. Placing rings on the rockingpost strengthens hand/eye coordinationand appeals to baby’s sense of touch.

MANHATTAN TOYManhattan Toy’s newest introductions at ABC Kids Expo include

just some of the following products for babies ages 12 months and up.With Busy Bop (shown), bop the mouse with the plastic mallet to

raise the animal tower. Each time the mouse’s head is hit, the multi-colored tower of animal characters rises higher. This plastic activitytoy fosters cause-and-effect learning.Shape Sort is a triangular wooden shape sorter that includes six sorting

blocks. There is one hexagon, one triangle, two cubes,and two cylinders. It also features a carry handle.Separately, Manhattan Toy offers the

Savannah Collection, which is high-qual-ity plush infant toys with fabric pat-terns. Items in the line include stack-ers, fill-and-spill, plush, rattles, softblocks, and an activity toy.

DIONODiono introduces the Rainier Convertible+Booster Car Seat.

The Rainier features new deeper side walls providing enhancedside impact protection, says the company. The unit featuresextended rear-facing capabilities. Diono says it can comfortablyseat rear-facing children from 5–50 pounds and forward-facingchildren from 20–90 pounds There is a five-point harness mode(up to 57 inches in height). The seat then converts to a booster forchildren between 50 and 120 poundsor up to 57 inches in height. The alu-minim reinforced headrest has 12height positions for adjustable headsupport. It features additional EPSfoam that surrounds the child’s headand body for complete side-impactprotection. The SuperLATCH systemmakes installation easy, according toDiono, and it’s NCAP crash tested,which the company says is the industrybenchmark for verifying child seat per-formance in severe accident conditions.

BusyBop

Sensory Ring Stackerz


CHICCOChicco’s new introductions include the following: the Bravo Stroller and Bravo Trio System

as well as the Tre Stroller. The Tre Performing Jogging Stroller is ready for both rugged andsmooth terrains with weather-resistant fabrics, says the company. It features 16-inch pneu-matic rear tires with aluminum alloy rims and the adjustable suspension handles both bumpyand smooth roads. The deceleration brakes helps the stroller come to a smooth and gradualstop. There’s a hand-activated parking brake and swivel lock that can be operated from thecontrol console on the handlebar. It is recommended for use as a stroller for 6–50 pounds. Itcan be used with the KeyFit for 4–22 pounds and the KeyFit 30 for 4–30 pounds. Chicco says it has a one-hand foldwith three folded configurations. There is self-standing for the garage, flat fold for the trunk, and a compact fold for storage.The Bravo Trio System (shown) is sold with the Chicco KeyFit 30 Infant Car Seat. (The Bravo Stroller can also be sold as a stand-alone item.)

It features a one-step, quick fold with built-in carry handle. It is self-standing for easy transport and storage. There’s a one-hand adjustable reclin-ing seat, adjustable handle to accommodate parents of all heights along with a parent organizer and cup holder. The storage basket is easily acces-sible from front and rear and features removable, machine-washable fabric. It is for use with children from birth up to 50 lbs.

DOREL JUVENILE BRANDS/SAFETY 1STThe Dorel Juvenile Brand Group has a number of baby brands

under its umbrella including Cosco, Maxi-Cosi, Quinny, Baby Art,BebeConfort, and Safety 1st. Shown here is the Safety 1st Advance65 Air+ Convertible Car Seat, which features Air Protect+ to keep

children safer in the car, accord-ing to Dorel. It is designed forrear-facing 5 –40 pounds and for-ward facing 22–65 pounds. AirProtect+ combines the advancedprotection of the Air Protectcushion system with patentedGCell HX foam designed withhexagonal shapes for protectionaround the torso. Safety 1st saysit provides full-body side-impactprotection. In addition to Air

Protect+, the Advance 65 Air+ uses a steel-reinforced metal framefor extra stability and includes a four-position recline for an optimalfit in the vehicle. There’s a 10-position headrest to grow with thechild. It is LATCH-equipped and has color-coded belt paths andinstallation labels to help parents install it quickly and correctly.

INGLESINAInglesina is introducing the Quad, Trilogy, and Trip

Strollers at ABC Expo. Also on display will be the FastTable Chair and Dining Tray as well as the Gusto High Chair(shown). The Gusto High Chair has a four-position height

adjustment, a three-position reclin-ing seat, and a two-positionadjustable footrest with an effort-

less open and closefunction. The serv-

ing tray is dishwash-er safe and can be detachedfrom the main tray. It canstand on its own whenclosed, says Inglesina. Itis designed for 6 –36months, has a five-pointharness, and comes ina variety of colors.

Advance 65Air+Convertible

Car Seat

Bravo TrioSystem


ABC KIDS EXPO

HABAHaba is introducing an extensive assortment of toys, teethers, and diaper bags at this year’s show. The Lassig GreenLabel Neckline Bag (shown) is lightweight and made of a durable polyester material that is made almost entirelyfrom recycled plastic bottles. The large main inside compartment includes a water-repellent zipper wet pocket tostore any damp or soiled items you would like to keep separated from other things, as well as a large hook-and-loop pocket and elastic pouch ideal for a water bottle. Other features inside include a water-repellent, paddedchanging mat; insulated, removable bottle holder with clip; removable zipper pouch ideal for make-up,coins, or other small items; removable compartment for baby food jars; and compartment for baby wipes.Four front bonus compartments are located at the base of each handle, which are ideal for sunglasses anda smartphone. One of the bonus pockets includes two pen loops, and another includes a removable hookfor keys. On the front of the bag, there is a large vertical zipper that opens up to reveal a large insulatedpocket for keeping food items. Additional stroller hooks and adjustable shoulder strap is also included. Allmaterials used to manufacture Lassig bags are free of PVC, AZO, phthalates, nickel, and cadmium.

TOMY is introducing a variety of items across its many infant brands. Here is a sampling of what’s new fromJJ Cole and Boon. JJ Cole Collections Original Bundleme in New Aqua and Stone Arbor Patterns helps parentskeep their babies and toddlers comfortable during cool weather. It’s for use with strollers, car seats, and jog-gers. The Original Bundleme features a plush faux shearling inner lining and soft outer thermaplush, so babywill enjoy maximum warmth and comfort. Bundleme allows stroller and car seat straps to rest directly onthe child, has a removable top for easy temperature control, and is machine washable. JJ Cole Collections Camber Bag combines the simplicity of a tote with the sophistication of a designer

bag. This tote allows for three carrying options: two tote straps, a removable padded shoulder strap, orstroller attachments. It is made of an easy-to-clean laminated canvas. In 2015, JJ Cole will roll out its new collection of fashionable and functional on-the-go products, designed

especially for toddlers. Anchoring the new line is a stylish and functional Kid’s Backpack available in an array ofpatterns for ages 3 and up. Large enough to hold all of the supplies that little ones need to get through their week’sactivities, it also comes with a folder, pencil case, and accessory clip. The newly redesigned Boon Frog Pod Bath Toy Scoop, Drain, and Storage makes bath time clean-up easy and fun. The

scoop is 20 percent larger than the original, yet takes up less space in the bathtub and the packaging is 72 percent smaller. Frog Pod’s other keyfeatures include a wall-mounted base with adhesive strips and drain holes in the scoop to help reduce mold and mildew build-up on toys. The new compact Boon Soak tub can be used from newborn to toddler. It fits in a double kitchen sink for bathing infants, and then can be

moved down onto the floor or into the bathtub for the toddler years. The soak features an adjustable bump for three stages of development includ-ing reclining newborns and infants, and one for babies that sit upright on their own. The contoured back wall with slip- and mildew-resistantfoam helps hold reclining infants in place. Plus, a color-changing drain plug helps parents gauge the right water temperature.

JJ Cole CollectionsOriginal Bundleme

in Stone Arbor

Lassig Green Label Neckline Bag

TOMY

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