What Goes Into Making A Good...
 ...Booster
Seat
Brenda Berg
President
Scandinavian Child
Booster seats are aimed at children who can sit on their own for an extended period of time – until they have grown tall enough to comfortably and safely sit unassisted on a regular chair.
Trends related to safety, ergonomics, style and choice have made booster seats an evolving product category. They no longer are limited to plastic seats that are strapped on top of an adult chair but now include a range of styles from plastic to wood and from strap-on seats to full-sized chairs. Fundamentally, they all accomplish the same thing – to seat a child at the kitchen table.
There are two main categories of "boosters": Booster Seats and Booster (or Toddler) Chairs. Most stores carry booster seats, which are less expensive and more common on the market, but many retailers are adding toddler chairs to their selection in order to add more choices regarding function, style, and price.
Booster seats are most often strapped to adult chairs to adapt them for children, and some are designed to hang off the side of a table. These relatively inexpensive booster seats raise the child to the table or counter height. One advantage is that they are quite small and portable and can be brought along for trips. Many also feature multiple height adjustments for the comfort of the child, removable dishwasher-safe trays, a reclining option for newborns, and three-point restraints for safety.
Booster chairs are full-sized chairs that raise a child to the height of a table. These originated in Europe about 30 years ago and have recently started to become popular also in the U.S. There are currently only a few models available on the North American market. Some of these chairs start at 18 months, while other start at an earlier age. All of these models are adjustable to properly seat children at a range of ages for comfortable, ergonomic position. Being more expensive and less portable than strap-on seats, they are furniture in their own right and can be selected to match a home's décor.
Choosing a booster seat is not as simple as deciding between a strap-on seat and a full toddler chair; other key decision factors include portability, the need for a tray or not, age range, ergonomic considerations, and style. Your customers will want to consider the following as they decide between the different options:
Portability – Some booster designs are more portable than others. Some seats are foldable or even inflatable so they can be easily compacted for transport. Booster chairs are typically meant to be a fixed piece of furniture and are generally not portable.
Ergonomics – A nice feature of booster chairs is that they provide an ergonomic design that supports a child's feet and back. Depending on placement, some booster seats that are height adjustable can offer nice support as well with the adult chair acting as the foot rest. Good support all around should be considered.
Design – If using on a daily basis, your customers may be more interested in a wooden design, a monochromatic tone-on-tone design, or a full-sized chair that fits with their home décor. Many boosters are available in a variety of colors, wood stains and designs.
Age Range – Some booster seats are okay for use from 6-months while others are not suitable for children under 18-months. It is important to determine whether your customer will use this in lieu of a high chair or as a successor to one.
Weight Range – Weight allowances vary dramatically among booster options. Boosters that hang off the table typically have a lower weight limit, regular booster seats can go up to 40 lbs., and booster chairs often are able to handle weights up to teenagers.
Tray Option – Your customers may be interested in using their booster both at and away from the table. Many boosters accomplish this by offering a tray, replacing the need for a high chair altogether.
Cost – Boosters are offered in a wide range of prices from $13 for a basic booster seat to $250 for a high-end booster chair with an optional cushion. A customer's willingness to pay more for a booster chair will depend on their focus on style and ergonomics.
Safety Certification – Some boosters meet the JPMA/ASTM standards for high chair safety. Look for a certification seal on the product and the packaging. This seal certifies that the product has met rigorous standards for safety. Safety certification is voluntary and there are no specific standards for boosters, so not all products meet these standards.
Unlike products geared toward babies and infants, boosters are often purchased when the child has reached toddler age. Parents may not have as much time to research these products as they do other products, so they may need more assistance in order to make an educated decision. It is important to know the features of each of your products, including the above considerations, and to offer a wide range of booster options.
You may consider raising the issue of booster seats when your customers are considering their first high chair. Their choice of booster might affect their high chair decision or vice versa. For example, there are high chairs on the market that scale to provide at-the-table booster support.
In general, parents are becoming more sophisticated and concerned with ergonomics, style, function, and flexibility. Offering a range of booster options and sound advice will create sales opportunities to parents of children all the way up to their pre-teens.
 ...Crib
Mattress
Terri Paul
President
Moonlight Slumber
While a crib mattress is not the most glamorous part of the nursery,
nothing else will have more direct contact with a new baby than perhaps
his or her own parents. After all, a newborn may sleep for up to 18 hours
a day, so taking time to select a quality mattress should be a top priority
for parents.
Like cribs and cradles, mattresses range in price, quality, and features
from the most basic to high-end premium products. New mattresses sold
in the U.S. should meet basic Federal regulations set forth by the Consumer
Product Safety Commission, but higher standards set by individual States
and by some manufacturers make a compelling case for your customers considering
a top-quality mattress.
To help your customers maneuver their way through a crowded mattress
marketplace, here is a review of crib mattress terminology and some simple
guidelines you can use to help them select the best mattress for their
child.
The two most popular types of mattresses sold today are foam and innerspring
units. When purchasing a quality product from a reputable manufacturer,
there should be no difference in performance and durability between foam
and innerspring units. What dictates sales performance between the two
are regional expectations, personal preferences of both the store buyers
and customers, and salesperson knowledge.
Many different grades of foam and gauges (thickness) of springs are available—denser
foam or thicker springs offer more even and firmer support. When comparing
mattresses, be sure to check the descriptive labels. Look for the number
of innerspring coils used. A higher number of coils produce more firmness
and support. Test the firmness of the mattress by pushing both palms into
opposing surfaces. Be aware, too, that different brands and premium products
offer more levels of choice. Some mattresses come with dual levels of
comfort—an extra firm side for infants and a firm side for toddlers.
Some offer viscoelastic "memory foam" for toddlers.
Ticking, the material/fabric that wraps the mattress foam or innersprings
and padding is the one thing buyers can immediately see and feel. And
while it may be overlooked as simply a matter of taste, there are real
differences in ticking style, quality, materials, and benefits. Mattresses
that are antialler genic, anti-microbial, anti-dust mite, and that remain
hygienically clean inside and out help keep baby's sleep environment healthy.
Promotionally priced products usually have a thin single layer of vinyl.
Better products will have either a quilted vinyl cover or a double laminate.
Premium products offer even more variety with smooth hand polyurethane
coated knits, natural cottons, or triple laminated, nylon reinforced covers.
Arguments exist to support each type of ticking available, so ask questions.
Consider, too, that various patterns, textures, and decorative elements,
while pretty, may create uneven surface texture or color that requires
additional padding to prepare the surface for an infant's sheet.
Like decorative patterns and colors, cloth or vinyl binding (or tape)
is primarily used to make a mattress a little more appealing and durable.
While appealing, this decorative element can trap excess fluids, provide
haven for bacteria, create uneven surface textures, and create a potential
hazard if the mattress is worn or poorly constructed.
It cannot be said enough, proper fit is the single most important consideration
for a crib or cradle mattress. Whatever brands you sell or features that
appeal, instruct your customers that there should be no more than the
width of one finger between their crib mattress and the crib walls.
Have your customers carefully measure their crib before shopping. Custom-sized
mattresses are available from many manufacturers. Consider, too, mattress
shape in conjunction with the crib. Mattresses with squared corners can
help to promote the tightest fit. Some premium mattresses even have firm
border rods, side rails, or edges that encourage
babies to sleep in the center of the mattress where there is the best
ventilation and least danger from crib walls. Border rods help hold the
edges in place, so if a child is standing in a crib, the mattress will
maintain its shape instead of sagging down if a child steps towards the
end of it. In addition, steel frames built inside the crib mattress help
maintain an even surface, especially for more active babies.
Finally, all mattresses sold in the United States must meet the federal
flammability standard. This test determines the mattress' ability to resist
ignition from a cigarette. It does not require passing an open flame test.
All mattresses sold in California must exceed federal regulations due
to a 2005 law called CAL TB 603. This code is for open flame resistance,
a step above fire resistant and fire retardant products. Many crib mattress
manufacturers have researched and tested materials to make sure that all
the crib mattresses they produce pass both the federal flammability standard
and the new California law CA TB 603, regardless of the state tin which
the mattress is sold. Check the label, the manufacturer's web site, or
other literature available to see if the mattresses you choose to sell
pass one or both of these tests.
Selling multiple brands or product levels within a brand can be confusing
for both your sales staff and the customers. This is where price-point
shopping tends to occur. After all, if there are five mattresses on the
shelf and they all look about the same, the tendency is to go for the
lower priced units. To help tell the story about the differences among
brands and models to your customer, ask your manufacturer(s) to send you
a "cut-away" version of the mattress for display. Cut-away displays
show a mattress that has had a section removed, or cut-away, to show you
the inside. This helps you and your staff explain the differences between
the mattresses and helps you and your customers select the best choice
for their needs. Literature with diagrams showing the various parts of
the mattresses you display are also a good idea and should be available
from your manufacturer.
The best way to showcase mattresses is in a crib, under sheets, set-up
as they would be at home. Select two or three of your best mattress brands
and place them in a "live" display where customers can feel
the differences for themselves. Consider having mattresses available for
customers to lie on themselves to actually feel what each is made of.
Be aware of the different features of your mattresses and take the time
to clearly outline these for your buyers. Compelling health, comfort,
and safety issues can be discussed when you review features with your
clients, helping them feel that they have made the best decision, and
helping you sell products that you are proud to support.
As discussed earlier, mattresses are not exciting, but they are one of
the most important items in the nursery. Consider hosting mattress selection
clinics at your store where you work with your manufacturer representatives
to offer full demonstrations of the products and to answer customer questions.
Or consider a half day safety clinic where you would work with multiple
product manufacturers to put together an event where each offers demonstrations,
tips, and specials for building a safe and healthy nursery. This can be
a great opportunity to highlight some of the less glamorous but useful
nursery items to your clients and to upsell and cross-sell compatible
items.
Break down the cost of a mattress over a number of years—after all,
if your customer buys a convertible crib or acquires a toddler bed, their
child may use the mattress for three or more years. If your customer plans
on having multiple children, they might have that single mattress for
a decade! Help them select a product that will meet the challenge and
that will offer optimum balance among price and features, a solid warrantee,
and good construction.
Selecting mattresses can be a confusing process. But selling the right
mix of mattresses can be highly profitable and will help build customer
loyalty and retention. Choose vendors with whom you feel comfortable working.
Consider their product offering foremost, but also consider their customer
service (minimum orders, delivery times, sales tools, and warrantee programs).
A good manufacturer should be happy to work with you, to hear from you,
and want to help you sell.
 ...Mobile
Amy Cathey and Matthew Bottkol
Associate Marketing Manager
Manhattan Toy
Movement and music are the essentials that anyone expects when purchasing
a mobile. Classic "no frills" mobiles are still the mainstays
in the market, but there are a few other functions that parents are looking
for when they purchase a mobile: on/off switches, night-lights, and flexible
arms.
Battery-operated mobiles have certain benefits that appeal to parents
more than traditional wind-up mobiles. Equipped with an on/off switch,
a battery-operated mobile does not need to be rewound. It provides constant
music and entertainment for the baby. This feature is particularly nice
for babies who are light sleepers. With a battery-operated mobile, sounds
caused by winding or frequent entry into the nursery to rewind a mobile
can be avoided.
Night-lights are another feature that give mobiles added value. If parents
are putting baby down for the evening, the soft glow of a night-light
allows babies to enjoy the mobile even after "lights out." It
is also a great feature for parents who, when walking into a dark nursery,
can go right to the side of the crib without waiting for their eyes to
ad just to the darkness or having to turn on a light.
Flexible mobile arms offer parents the option to take the mobile where
baby goes, thus extending the value and use of the product. Babies can
continue to see the familiar and soothing mobile on a changing table or
another crib during travel, reducing upset to the familiar daily schedule.
Anything that makes a mobile more interesting for baby while adding to
the charm of the nursery's atmosphere is a plus. For newborns through
at least nine months, the most important factors are colors and shapes,
followed by the type and quality of music—if any is used. This age
group is developmentally focused on palettes.
The quality of music is extremely important, and—in this case—tradition
serves us well. The light, clear music box type tones are soothing and
distinct to a child, and a light, regular rhythmic pattern produces the
desired response of quieting and capturing the child's interest.
Many mobile manufacturers create enchanting characters with high quality
fabrics that double very well as toys. The characters may be removed and
the rest of the mobile discarded once it is no longer needed and if size,
space, etc., of characters meet age appropriate safety standards. If this
is highlighted as a feature on a mobile's packaging or by the manufacturer,
make sure the mobile has been tested according to the strict toy safety
standards of ASTM F963 and/or EN 71. These tests are the benchmark for
all toys sold in the United States and Europe.
There are plenty of cute mobiles to accommodate all tastes. Before launching
into a description of what is "in," there is one exception to
the cute rule that is worth noting — high contrast mobiles.
Scientific research has shown that babies who are given appropriate stimulation
show sustained developmental advantages over babies in less stimulating
environments. High contrast mobiles, with large black and white patterns,
are perfect for giving newborns the proper stimulation they need. These
"developmental" mobiles engage babies in a way that plush colored
mobiles cannot. Research has found that newborns are more attracted to
high contrast patterns than to color or brightness alone. High contrast
mobiles encourage newborns to exercise developmental skills such as pattern
recognition, eye/hand coordination, gross motor activity, and a sense
of object permanence. High contrast mobiles also give infants experiences
with cause and effect relationships. A word of caution: more and more
high contrast developmental infant products, including mobiles, are appearing
on the market. Many companies are using black and white patterns but not
following research guidelines that make high contrast toys effective developmental
tools for infants. Look for developmental products, mobiles, or otherwise,
that are marked "research correct."
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Special thanks to...
Dennis Schuetz, Colgate
Andrea Ostapa, Kolcraft Enterprises, Inc.
for their involvement with our peer-review.
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