Trade Fairs are all about finding new products to sell, and both shows have plenty to offer in that department. But I sometimes wonder of we can take novelty a bit far? When I was involved in writing 'Tried & Tested' features for various consumer magazines, a neighbour often used to pop in for coffee occasionally. And without fail, she would comment that she'd managed to do without all of 'this stuff'. I'd always answer that things that make life easier for busy mums were always worth having. But hearing of a new product launched in America, I'm beginning to wonder.

According to the press release I received, between 1990 and 1992 11 children died of hyperthermia after being left in cars (doesn't say where but presumably in California). In 2003 and 2005, deaths spiked to 119. And the reason for this? Because of the presence of airbags, children are now being strapped in their car seats on the back seat. Because they are not obvious when leaving the car, parents are forgetting about their children and the children, especially those under two in rear facing seats are dying. Such tragedies have resulted in demands for new safety measures such as child-presence alarms. And of course, one has been developed. But five years after its invention, the Child Presence Sensor alarm has yet to hit the market which, apparently, is scandalous. I quote: "Child presence alarms should be built into new cars and car seats, and readily available for purchase by parents. It's absolutely ludicrous that it hasn't been brought to market. The technology is there to save lives...”

I got this release recently but still I had a close look to make sure it wasn't dated April 1st.

In other features this month we're looking at success. Trade Talk has a new look and asks a number of retailers why they are successful and on page 12 we've spoken to a number of companies who, starting from the vision of one or two people, have grown into companies with significant turnovers.

Finally, our product news is covering The Nursery, Bathtime and Early Learning.

Cathy

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