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The Lamaze Infant Development System is the categorisation created by Lamaze, to group the design and development of its products. It is a three step model based on behavioural growth, the first being ‘awakening the senses’, the second ‘exploring and experimenting’ and the third ‘moving and doing’. The baby products are also designed in conjunction with child development specialists Dr. J Singer and Dr. Dorothy Singer; psychologists at Yale University.

Lamaze has a strong history of creating a wide ranging selection of engaging, baby friendly products, promoting development in young children, whilst preserving their philosophy of healthy parenting. A highly successful baby brand, it was acquired in 2011 from RC2 by Takara Tomy. The brand has been distributed by Baby Brands Direct since 2010 and provides retailers with a colourful selection of quality soft toys that take baby through key developmental stages including engaging vision, auditory and motor skills from cot to toddler and beyond.

Lamaze infant products make it easy for retailers to choose toys that are developmentally appropriate and most likely to deliver enjoyment and engagement with its color-coded age grades featured on all packaging. Most importantly, all of items meet or exceed industry and consumer safety regulations to ensure complete safety for every child. A brand representative comments, “Nothing is more important to us than ensuring that children's products are safe. We take our product safety responsibilities very seriously, and the measure of our success is the trust parents are able to place in our products, knowing that we're taking the right steps to protect children”. Retailers can be sure that the Lamaze range of nursery products will lead parents and children down a path of fun, healthy play and learning from birth through to their early toddler years.

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BrandCompetition NameDescriptionAttempt
WIN a FREE Lamaze Airtivity Table - RRP £69.99!WIN a FREE Lamaze Airtivity Table - RRP £69.99!
WIN a GREAT Lamaze Bundle!WIN a GREAT Lamaze Bundle!
Win a Lamaze Bundle!Win a Lamaze Bundle!
Lamaze Pond Symphony Motion GymLamaze Pond Symphony Motion Gym
Lamaze Prize DrawLamaze Prize Draw


Lamaze delivers products that are age, stage and milestone appropriate, with clear packaging highlighting this to ensure the right products are purchased by consumers at the right time. From engaging baby mats and activity gyms to plush toys that keep them company and give them security, little ones discover new sounds, colours and textures, before exploring all sorts of role play fun. The Lamaze range of products provides a valued and favourable brand addition to the retail offering, supply of which is distributed by specialist wholesaler Baby Brands Direct.