Gyms, Tummy Time & Playmats
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Dorel ‘Juvenile’ is one of three industry segments that Dorel Industries operates in. The parent company is a global giant with annual sales of US$2.7 billion, employing approximately 11,500 people in its divisions located in across twenty-five countries. It completed its public offering in July 1987 following a merger between Dorel Co. Ltd., a juvenile products company founded by Leo Schwartz in 1962 and Ridgewood Industries, a ready-to-assemble (RTA) furniture company established by Martin Schwartz, Jeff Segel and Alan Schwartz in 1969. It established Dorel U.K. in 1988 and continues to grow steadily, both organically and through a series of strategic acquisitions including Tiny Love in 2014.

Dorel Juvenile is a world class baby and children’s products company, creating innovative products to serve needs whilst putting its emphasis on safety. A trusted, renowned brand, dedicated to the well-being of babies and young children, they are a must-have component of the distributed brands to independent retailers by Baby Brands Direct.

Baby Play is crucial for a child's social, emotional, physical, and cognitive development. It is a child's way of learning about his body and the world. Play gyms, tummy time and mats represent a safe environment for such exploration. Baby Brands Direct, a dedicated nursery wholesaler, has stocked an exclusive range of play gyms, mats and tummy time mats, activity gyms with tummy time support, plush playmats and large playmats available to global retailers.

Baby Brands Direct is delighted to have obtained the distribution rights of award-winning brands including Fisher-Price, Tiny Love, Hauck, Disney, Bright Starts, Baby Einstein and Lamaze to present you with the best wholesale prices. Discover a variety of themes and designs from rainforest and princesses gyms to musical activity gyms. Keep in trend with playmats from the favourite children TV shows and stock functional quality goods that are preferred by parents.

Gyms, Tummy Time & Playmats Categories

A giant within the world of the nursery industry they tread with meticulous delicacy, using the moto ‘Care for Precious Life’. They strive to study and understand the complexities of family life, what it is to be a parent and to use this understanding to develop smart child mobility and caring solutions.

Dorel Juvenile's portfolio of brands that are wholesaled by Baby Brands Direct include Tiny Love, Safety First and Baby Art. Mr. Keith Belch, Territory Sales Manager at Dorel comments, ‘We have had great feedback from the trade on the coveted service provided by Baby Brands Direct and are very pleased that they will carry the ranges.’


Gyms, Tummy Time and Playmats step in when parents need to rest and baby needs to be entertained. Of all the myriad potential purchases that a new parent can make, a good play mat or activity gym is among the most likely to earn its keep. A safe, comfortable and stimulating place where the infant is happy to lie, and later sit, is likely to prove invaluable.

A recent growth in purchasing large playmats has been observed as tummy time can help babies develop strong head, neck and shoulder muscles and promote certain motor skills. Tummy time can also prevent the back of baby's head from becoming flat. Research also suggests that babies who spend time on their tummies crawl on their stomachs earlier than do babies who do not practice tummy time. With all this essential information is no wonder that sales keep rising. Browse the following pages to uncover more benefits of our baby products that will boost your trade too.