Even if you buy a lottery ticket every week for a year, you are twenty times more likely to suffer a fatal home accident than you are to win the lottery.* Every year around 200 children aged five and under are killed because of accidents in the home.**

Approaching the category via thorough research, personal experience, market knowledge and looking at each area of potential hazard, Emmay have identified key products essential to making the home a safer place for our children. Considerable time was spent looking for the right factories and each product has been manufactured to an exacting standard, in many cases exceeding the standards as applied to existing products in the market place. Quality has not been sacrificed just to save a few pennies.

It is Emmay's intention, over time, to create a quality brand with associated trade and consumer advertising together with support PR programmes thus driving the consumer to purchase a trusted brand with sound core values.

Children are curious, risk takers and for most, their world is their home. Investing a little time to create a secure environment for them is an important part of parenting, helping prevent injuries and even death. "If we can help reduce the 477,500 injuries requiring hospital treatment every year (ICD10, 2005) then we will have achieved something worthwhile", said Suzanne.

Around 25,000 children under five attend Accident & Emergency Departments each year after being accidentally poisoned with those under one being at most risk; 4,000 children are injured falling from window and 4,200 falling down stairs. ***

Emmay Care provides a comprehensive solution for the Living Room, Kitchen, Stairways, Bathroom and the Nursery. For retailers, Emmay Care offers a complete one stop shop for all your home safety needs. Not just a ‘me too' range, Emmay Care has taken quality and durability to the heart of the manufacturing process and the range also boasts some items unique to the company. This, coupled, with contemporary packaging, crystal clear instructions plus a new web site dedicated to home safety products and advice all add up to a significant trade launch from Emmay.

From room to room, Emmay care can help prevent your child from injury or even death. In the Kitchen we cover appliance locks, stove guards and knob covers; drawer and cupboard locks and latches. In the Living Room; socket covers, cord shorteners, DVD guard, furniture corner cushions and door stops. In Stairways; safety gates, night lights and door stops. In the Bathroom: bath thermometers, non slip mats, spout covers, toilet lock, Potty Seat, Toy Bag, cabinet / drawer catches and locks. In the Nursery: night lights, outlet covers. For baby's Health and Hygiene: silcon finger toothbrush, nasal aspirator, nail clippers, grooming kit, digital thermometer, safety scissors. For Travel: soother holders, teethers, formula dispenser, heat sensing spoons, baby view mirror, car shades, harnesses and wrist links.

Every company seeks their own USP and Emmay's already enjoys world wide acceptance. Emmay Ltd manufactures a unique, versatile and proven locking system; previously sold by Emmay under the Mag Lock name and now rebranded Whatlock. The Whatlock product name was chosen by a focus group of young mothers and industry professionals as best conveying what the product actually does. The successful Whatlock, so named because it doesn't require a keyhole, doesn't deface furniture and is completely invisible from the outside, comes home to the inventors. The Whatlock is a unique, magnetic cupboard and drawer lock that automatically closes and can be easily disengaged when not required, e.g. when fitted to grandparents' homes. The Whatlock will operate through most materials including wood, glass, plastics, non ferrous metals, laminates and ceramic tiles.Tested to over 300,000 operations, the door will probably wear put before the Whatlock does.

It would be easy to forget or underestimate the consumer advertising and PR campaign lined up to support the Emmay Care brand. An unprecedented campaign will ensure that young Mums' are aware that ‘all safety products are not the same' driving purchase to those retailers poised to take advantage of the demand Emmay expect to create.

The new Emmay Care range makes its debut at the Harrogate Nursery Fair on March 22nd and Emmay have a range of retailer incentives, support packages, point of sale material and merchandising solutions to help make it easy for both for the retailer to stock and for the consumer to buy.

"We have extensively researched this launch with key players in the Nursery Trade and we feel we have a good handle on what the retailer wants from the category. Without giving too much away, we believe we have anticipated the more likely objections to solus stocking of Emmay Care and have a positive package of support to make the launch easy for retailers to participate in", said Gordon Downie, Sales Director.

The new Emmay Care range also allows the company to participate in private label business and develop a worldwide distribution network for both OEM and Emmay Care branded merchandise. Gordon added, "The world market for safety products in essentially no different to the U.K., a few products excepted, and the new Emmay Care range is our first opportunity to extend our brand presence outside our home market." The company intends to seek partners, initially in Europe and the Emmay Care range will have its European debut at the Cologne Kind & Jugend Fair in September.

All safety product is not the same, and it looks like Emmay Care is going to be one of the nursery industry's major product launches of 2009. I urge you to visit their stand at Harrogate Nursery Fair, March 22nd to 24th, Hall C28; look for Emmay / Toddle Time to see for yourself how this range can look in store, talk about profit per linear foot and see how Emmay can help you to capture your share of this lucrative market.

Hotline: 01482 215743 

www.emmaytoddletime.com

Stand C28

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