Accessory fashion show trade

Safety first on the list at JPMA show - 1996 Juvenile Products Manufacturers Association trade show

Dallas - Temperature-sensitive bottles and spoons that change color when the contents are too hot, brackets to keep furniture from tipping over and shields to cover everything from sharp edges to fireplaces caught the attention of the more than 3,000 buyers attending this year's Juvenile Products Manufacturers Association show here last month.

And while safety-oriented products dominated the show, there was also a prominent showing of goods that appeal to busy lifestyles, stress convenience or feature licenses.

Retailers were out in force at the show, with large contingents from Wal-Mart, Kmart. Target and Toys "R" Us scouring the 500,000 sq. ft. of exhibit space in the International Apparel Mart. They were looking for new and interesting products in cribs, strollers, car seats, bedding, toys, accessories and decorative items.

The show attracted a melting pot of vendors: large juvenile products companies like Century Products, Cosco and Graco, toy companies with juvenile products divisions like Fisher-Price, Playskool and Tyco and a host of entrepreneurs.

"The big plus at this show is having the ability to focus on a wide range of juvenile products without all the interruptions associated with being in the office," said Tracy Bowden, buyer for juvenile products at Kmart.

"I have seen a lot of interesting products here, particularly in the feeding area, with a wide variety of introductions in spill-proof cups."

Retailers often look to freshen up assortments annually with new products, colors and patterns to help enhance salability.

Karen Milligan, buyer of juvenile products at Hills, was looking for unique items to add to her planogram, and singled out the swim diaper, a washable, water-resistant diaper as a clear winner. The chain had stocked it seasonally but will make a much stronger commitment to that product, as well as others that are unique and fashion-forward, next year.

Fashion is growing alongside function as a "must have" in the category. Diaper bags are no longer just a vessel for diapers and other paraphernalia, but a reflection of the user's personal taste and style.

Denim and denim looks are popular, especially mixed with plaids, paisleys and jacquards. These looks are a testament to the ever-increasing role played by fathers who are more comfortable carrying a diaper bag with a more unisex design.

The new Baby Baggage line by Dolly Inc. fills this, niche with a crushed nylon fabric for active parents, higher-quality fabrics for users willing to pay more and denim for more casual use.

Denim was an important influence throughout the show and proved a staple in bedding across all price points. It also shared the spotlight with blue and green, popular colors in strollers, which often influence the styling, and color trends of juvenile products.

Car seats also appeared everywhere in shades of blue and green with all the accompanying bells and whistles. Among those was the Century Breverra Contour Booster Car Seat, which addresses the growing concern among safety groups for children to remain in car seats until 7 or 8 years old or 65 lbs. The Breverra car seat has a removable harness that allows the seat to become a belt-positioning booster as the child matures.

Concerns over the spread of bacteria also prompted the creation of several products like Playskool's 1-2-3 High Chair with Microban, a germ-fighting technology. Dundee Mills also added MicroGuard, which kills bacteria on material, to its bedding lines, and the company plans to expand it to other product categories in the future,

Innovations were plentiful at the show, with 10 companies singled out as the winners of this year's "Show Off" competition. Winners are narrowed down from a field of 100 and judged by industry retail buyers and trade and consumer press based on several criteria., including safety, concept/innovation, design/fashion, marketability and utility/functionality.

In this year's winners circle was Burlington Basket Co. for its Glide-a-Bye Baby Bassinet, a bassinet with a gliding motion that keeps a baby level for quicker sleep; Gerry Baby Products' Double Take Diaper Bag, which includes changing pad, sanitary pouch for diapers, covered pocket with bottle and utensil loops, and removable bag; KidKusion's Hearth Kushion, which protects toddlers from fireplace tumbles; The Maya Group's Car-Bar Plus, which provides a flexible, soft and safe arch with kids' activities designed for the 5-point harness car seat; Mommy's Helper's Tip-Resistant Furniture Safety Brackets, which help prevent injuries caused when children climb on furniture; Munchkin's White Hot Soft Bite Safety Spoon, which turns white when a baby's food is too hot; My Dog Spot bedding and accessory products; Nursery Needs by Sanitoy's Denny The Dental Care Teacher, a teaching device for kids ages 1 to 4 that makes brushing fun, while developing good oral hygiene at an early age; Playskool's Carry Lite Playard, which is the same size as conventional play yards but 30% lighter; and Step2's Loft Bed, which has a contoured bench with built-in storage and a two-position desk that grows with children.

Versatile products with extended usages were seen in many showrooms. Among the standouts were Fisher-Price's My Little Desk Bed, a toddler bed that converts to a preschooler desk, as well as 2-in-1 Easel Table, which is a double-sided easel with paint bins and storage that converts to an extra-large tabletop for other activities.

Licensed designs were also abundant, with megabrands like Disney and Warner Bros. retooling their respective juvenile brands in 1997.

Disney Babies will have a new logo and product line for babies 0 to 2, while the Looney Tunes Luvables brand will have a new logo and packaging to reflect its name change to Baby Looney Tunes,

These changes reflect a desire to strengthen the identity of each brand and create a unified and more dramatic on-shelf presence at retail.

Perhaps the most significant move to strengthen a license is the exclusive alliance between Children's Television Workshop and Kmart, which will give the the discounter the Sesame Street license for soft lines and hard lines categories starting next year.

Manufacturers are lending their support. Tyco debuted a new line of Sesame Street crib and nursery toys, soft toys and take-along toys; Oh Baby! Inc. is introducing a line of room decor items; General Industries has created floor/area rugs; and Playtex Products introduced a line of decorated baby bottles.

While not character-driven, Fisher-price is yet another strong license with perceived value by many of today's parents. "There is a trust behind our brand name that cannot be violated," said Bryon Davis, president and chief executive officer at Fisher-Price.

The company is trying to get more presence at retail by expanding beyond toys and juvenile products into more nontraditional categories like shoes and software.

The brand was also spotted at the show on a line of Pack 'n Peek bags by first-time licensor Little Pizzazz, as well as on a full line of CarryAlls by Dolly Inc., which have individual options like insulated storage compartments, fold-out changing pads and a baby wipes tray.

Some of the other unique products seen at the show included: * The WeeCare Too Hot Color Changing Safety Bottle by Questech that changes color when the contents exceed 105 degrees; * Baby-Hold-Me-Safe, a padded safety seat by Carrousel Concepts for shopping carts and baskets that extends from the seat to cover the cart's handle, thus protecting the child's face and head from direct contact with the handle; * Pack 'n Play by Graco, a covered playpen with a canopy that filters out heat and infrared rays: * Baby's First Photo Album by NoJo. a 12-page vinyl album that holds and protects baby's favorite pictures: * Mother's 3rd Arm by Designform International, an insulted holder with a bendable arm that attaches to any surface: * Shake It Up. a two-chambered baby bottle by Umix that keeps water and powdered formula separate until it's needed and then requires the user only to shake the bottle to mix both together. * The Dura-Crib, a round crib by Little Miss Liberty Round Crib Co., made from-high impact polyplastic components. A new line of round crib bedding called "My First Toy Chest," will also feature designs like "Humpty Dumpty" and "Hey Diddle Diddle."