Comfort Soothers
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The East Coast Group was established in 1960 in the UK manufacturing of plastics and expanded with application of their distinction in high quality plastics to baby changing mats and highchair insert cushions. In recent years they have acquired the licences of nursery favourites: Fisher-Price, Tiny Tatty Teddy and The Very Hungry Caterpillar; catapulting sales in these categories. The Company’s success led to the formation of the East Coast Nursery division, which still operates from the original site in Norfolk, UK and is managed by the same family.

The Company is also well known for its beautiful, high quality, modern nursery furniture that is produced from sustainably sourced timber. It offers a wholesome co-ordinating collection of cot beds, cots, cribs, dressers and wardrobes at a range of price points, colours and designs. Wholesaler, Baby Brands Direct appreciates the heritage and caring approach to product development and quality of the award-winning nursery brand; ensuring supply is readily accessible to approved retailers.

A third of adults still sleep with a comfort object from their childhood, according to the latest research. Whether it’s a special blanket, plush toy or pillow, it’s clear that these baby and toddler soothers from childhood prove to be a long-lasting and important part of their lives – even as grown-ups.

With advances in technology, there are now more products than ever to tailor to the specific whim of every child. Along with standard blankets and teddies, today’s children can be lulled to sleep by soft toys that feature soothing sounds, soft lights and gentle lullabies.

Retailers can be assured that comfort objects will always be good sellers, because parents are always striving to get children to sleep! In addition, as babies get older, they need different ways to help them get to sleep as sleep patterns and routines change.

Baby Brands Direct prides itself in the selection and distribution of only quality products that are safe and long lasting whilst ensuring that retailers have access to a wholesome selection of effective product types at a range of price points.

Comfort Soothers

The Company boasts a series of nursery awards particularly for their highchairs and design features encouraging longevity of product use including dressers with removable changing frames so that they can be used once baby is out of nappy.

Baby Brands Direct wholesales and supplies the range of East Coast Nursery products directly to independent retailers and offers a drop ship service on the wooden furniture items. Phil Bosher, Account Development Manager at East Coast Nursery comments, ‘We have worked with Baby Brands Direct since 2008 and continue to strength our relationship in order to deliver the best service to our retailers in selling these quality products.’

Why comfort soothers will always sell well

Any object that will help to send littles ones off to sleep – often a pretty tricky task – is going to be loved by parents. Strokable textures, soothing sounds, soft sounds and gentle music are all features that can achieve that parent nirvana – a calm, restful bedtime. And if the object doubles up as a much-loved toy, what could be better? Sometimes these toys continue to be our friends right into adulthood. Do you remember the scene in the Christmas film Love, Actually when Sarah, played by Laura Linney gives her teddy a quick kiss and hides it under the bed before she invites in the man she has secretly loved for years?

Emotional attachment

Researchers at the University of Bristol have found that children can get emotionally attached to a comfort object because they believe it has some sort of special property – in fact when they were offered a new, yet identical replacement, they decided to stick with their old comforter. This attachment to a toy is a good selling point for retailers – encourage parents to buy two, in case one gets lost! There is nothing worse for a parent than realising at bedtime that a favourite comfort toy has gone missing on a day out! Having a spare that can be kept out of sight in a drawer or wardrobe will save the day.

Transitional objects

These objects used at bedtime are referred to as ‘transitional’ objects. As well as helping small children and babies get to sleep, they may also accompany a child when their parents aren’t around – going to nursery or a staying at a grandparent’s house, for example. They are called transitional objects because they help them move between two states; from awake to asleep or from home with parents to a different place with less familiar surroundings and people. Experts say that transitional objects help to ease the stress of separation, (even if that separation is because they are going to sleep) and can offer comfort and soothe a child. They also help children to explore emotional relationships and help them to learn independence – they can become particularly attached to them around the age of 18-30 months. They can make children feel safe, calm and happy.

Healthy habits

Comfort soothers are not just about getting off to sleep at bedtime. They can help to establish healthy sleep habits too. Learning how to resettle yourself if you wake up in the night is an important skill to learn – for babies and small children and their parents! Our audio and light soothers can become an important part of a bedtime routine, providing a sensory experience that soothes and relaxes a baby while offering gentle stimulation of their visual and auditory sense. Gentle lights and patterns can offer gentle stimulation of visual senses, which helps babies to relax and settle, ready for a good sleep. Of course, safety at bedtime is paramount, another reason why we at Baby Brands Direct carefully select the best brands for our comfort soothers selection, so that retailers can in turn feel comfortable recommending them to their customers.