childrensware Gifts for little hands
Bright, cheerful and colourful - Childrensware makes a positive addition to any retail display. Housewares takes a closer look at the sector.
Part of the family
On the other end of the spectrum, Denby’s Children’s Dining Sets are capsule collections available in Denby’s popular ranges, designed to let children be part of the ‘grown up’ dining experience. Linda Salt told Housewares: “Tailored for
little hands and with the same legendary Denby durability, children can enjoy mealtimes with their very own set of Denby. For generations, families have loved and used their Denby ceramics daily to feed their children, and many of our customers today have grown up with Denby themselves. So we have created a gift set to help continue this tradition so the youngest member of the family feels part of the family and feel they are the same as their older siblings and parents.” Linda continued: “Each of Denby’s childrens dining sets include a beaker, medium plate and small bowl and complement Denby’s Tableware collections making each piece versatile to use with the ‘grown-up’ pieces for maximum practicality.”
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onsumer interest and spending in kids’ products has risen in recent years. The average age of new mothers in the
UK is 28.9 years old (Statista), so parents now tend to be both older and richer, with a higher disposable income to spend on quality childrens’ products. To distinguish themselves in the market, the best Childrensware brands are innovating to offer something really interesting and new within the category - whether that’s their aesthetic, eco-friendly materials or providing tools and solutions to help parents. Phil Ellwood, managing director of Whitby & Co, the exclusive UK distributor for Klean Kanteen, told Housewares that bright, fun prints are a must have for Childrensware. “Creating fun, eye-catching designs for
children to enjoy is a great part of creating products for kids,” he said. Klean Kanteen’s new Kid Kanteen range, for example, has lots of bright designs to cover a range of interests for children. “Whether they’re an animal lover, interested in space and planets, or prefer unicorns – there is a bottle for everyone,” said Phil. “It’s also important in Childrensware to make something robust and built to withstand rough and tumble as children run and play. Kid Kanteen bottles have a chip-resistant Klean Coat finish, to protect them against any knocks and drops that will inevitably happen.”
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in summer. “It’s important to have separate houseware
products designed specifically for kids to meet their specific needs,” Whitby & Co’s Phil Ellwood told Housewares. “Creating products for children should spark their imagination and be something they can take joy from. As well as being user-friendly, houseware products for children are about slowly giving that child independence as they grow. By designing products that are easy for a child to use, we are helping them to be able to gain some independence in using products unaided. For example, the new Kid Kanteen bottles from Klean Kanteen have been slimmed down to fit in smaller hands. Drinking from a bottle that is easy to use means a child is able to learn how to do it by themselves, whereas drinking from a cup designed for adults requires supervision for longer to avoid big spills!”
Seasonal gifting Childrensware products offer great gifting opportunities, spanning the gap between practicality and fun. Childrensware also offers a great way for retailers to capitalise on seasonal selling opportunities throughout the year, from Christmas to summer holidays to back-to-school and more. Brightly-coloured and cheerful,
Health and habit
With childhood obesity still a problem in the UK, the right Childrensware can help parents to instil positive eating and drinking habits in their children. Moulded children’s plates with different segment sizes can help parents struggling with kids’ portion sizes, and exciting designs will make eating into a fun activity - ideal for encouraging fussy eaters to eat their five a day. Providing children with their own refillable drinking bottle is a great way to get them invested in drinking enough fluids. Many bottles have liquid measurements marked on them to help kids measure their daily water intake - important year round, but particularly
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Childrensware makes for a great window display. As the customer’s first impression of a store, it’s imperative that window displays have a clear message and call-to-action. Unlike ecommerce stores, which usually have many different call-to-actions - signing up to a mailing list, clicking on an ad, calling a number - bricks-and-mortar stores will have only one: buy now. Seasonal displays, like back-to-school or Christmas, create a sense of transience that gives consumers an immediate incentive to buy.
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October 2021
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