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Sponsored Feature “ We decided to cut the vast bulk


of our supply to hard discounters and concentrate on building the foundations for long term, sustainable and mutually profitable growth with the core toy retailers.


Mitch Levene Chicco Managing Director


that a happy person can make the world a better place. For Chicco, happiness is achieved one step at a time, collecting all the small joyous happy spontaneous moments in a baby’s life.


This philosophy is delivered to the consumer in


everything Chicco does, and each of its products is designed exactly with the same purpose: bringing happiness to every moment of a baby’s life.


In order to better understand what makes a


baby truly happy, and therefore to help product innovation development, Chicco developed the Osservatorio Baby Research Centre, the most attentive observer on the world of children, founded to help better understand baby’s psycho-physical, emotional and social needs through the study of babies in a natural environment. The Osservatorio Chicco experts help the brand learn and gain more experience day by day on what babies do each day and how they do it, whether that’s sleeping, eating, moving or playing. This constant study is underpinned everyday by a specialist team of paediatricians, midwives, psychologists as well as with parents, from whom Osservatorio gains priceless information and for whom it has become a point of reference, providing them with information, advice and support.


One of the outcomes of the work carried out at Osservatorio Chicco has been the Practical Growth Project, aimed at encouraging, promoting and providing safe simple and practical solutions, specifi cally designed to baby’s needs, phase by phase. Each product is studied to provide baby with the right solution for the specifi c age’s needs. Playing, for example, is a natural instinct that all children have, however it is important to supply children


with the correct stimuli for their specifi c stage of development and this is where the Practical Growth Project plays a part. Each toy has been specifi cally created for each stage of growth, in order to provide the most suitable form of stimuli to help his development: visual, audio, tactile skills are the fi rsts to be developed in infants’ natural development, followed by psychomotor skills, cognitive and hand coordination during the fi rst months. Around the fi rst year of life and beyond, linguistic, imagination and creativity are the skills to be enhanced by providing the baby with the correct stimuli.


The diff erent lines of toys that Chicco has in its range show exactly the attention to the specifi c needs of growing babies. For example, the First Dream line is a products’ range dedicated to infant sleep time to help baby create a bed time ritual. Sleep time is a vital moment for all newborn babies, which is why First Dreams electronic toys combine soothing music with soft light eff ects and transitional objects to help create a magical bedtime atmosphere for baby. On the other side, Bilingual ABC Talking Toys range has been designed to encourage babies to develop both their language and foreign language skills. Chicco knows that in a child’s fi rst months, they a natural predisposition toward all kinds of vocal sounds and it is at this key stage in life when learning basic language and foreign language skills is likely to be absorbed, whilst having fun at the same time.


29 insideChicco


Besides Osservatorio, new product


development is crucial in everyday life for Chicco and it is actually a very serious matter for the happy brand. Indeed, it is assigned to a multi-functional network which consists of highly skilled in-house staff that collaborate with Universities, design schools, training and creativity centres and foundations. With various research and development centres dotted around the world, in locations such as Italy, the USA and China, each year over 200 projects are evaluated and developed. The Osservatorio Chicco then assists the product design and creation process by allowing each new item to be tested by real babies, before being launched on the market. This allows the brand to remain at the forefront of product innovation and creation.


Chicco has always considered the consumer when it comes to product development and growth of the company as a whole. In a somewhat crowded market, it can be diffi cult for one specifi c nursery and toy brand to remain a go-to company for parents, however this is where Chicco and the Artsana Group really come to life. Artsana was founded and developed in a family environment, as was the Chicco brand, and it is this family mentality that has stayed with them and eff ortlessly passes on to the customer.





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