K&J Report: Cosatto’s Baby Science launch

Baby and infant trade show Kind + Jugend 2018, which took place from 20 – 23 September, played host to a number of exciting launches, industry announcements and brand new products. Cosatto took the opportunity to introduce Baby Science to the nursery sector.

Renowned for their bold, bright contemporary designs, the Bolton-based company has identified a strong consumer interest in product which is shown to stimulate the thought and cognitive processes in newborn babies.

So – and in a first for the pram and pushchair sector – Cosatto revealed it has signed a formal partnership with the Sussex Baby Lab at the University of Sussex, to support the design and creation of new products with scientifically-tested baby benefits. Led by Professor Anna Franklin, the Sussex Baby Lab is a world-leader in infant cognitive psychology, especially in the field of vision and learning through sight.

The new collaboration will underpin Cosatto’s new communications platform; ‘Clever Stuff, Happy Babies’ and will see allow the brand to draw upon the expertise of a team of scientific advisors to inform the design process and share new insights in consumer media.

Cosatto has used baby science within its design approach for the last four years and believes that by working with the Sussex Baby Lab, it will have proven and tested baby benefits which can take its products to the next level .

“Cosatto is famous for colour and contemporary designs,” said Andrew Kluge, ceo. “What a lot of people don’t realise is that, beyond the styles and fashions of the day, there are sound scientific grounds underpinning our design philosophy. We believe that a stimulated baby quickly learns the skills to engage with the outside world.”

He continued; “Customers often send us feedback about their babies interacting with our patterns and following a major strategic review this year, we want to further sharpen our focus on baby science to give mums a key reason why Cosatto is better for your baby.”

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