We caught up with Nicola Coletti, marketing communications specialist at Dorel Juvenile, to find out more about the exciting launch…
The new 360 Family rotating car seat system is suitable from birth up to four years, and is designed to help parents get children into car seat quickly and easily as the needs of their children evolve.
Comprising of the FamilyFix 360 base, the Pebble 360 car seat, for children from birth to 15 months, and the Pearl 360 car seat for children from birth to four years old, the range features a convenient one-handed mechanism on the rotating base. The seats both come with a from-birth inlay to keep tiny baby safe and secure, and Maxi-Cosi’s ClimaFlow technology, keeping children at the right temperature.
Both seats also offer the confidence of G-CELL Side Impact Technology, providing extra protection from side-on collisions. We chatted to Nicola about the latest range:
The new 360 Family is designed with the needs of modern parents firmly in mind. Can you tell us a bit about the development of the range, and how you made sure you were meeting the needs of families?
“Our new 360 Family was conceived a while ago with three factors in mind; convenience, comfort and longevity. As you will know, we are always striving to make the best, safest and most parent-friendly car seats that we can, so these things can sometimes take time. Our mantra is to ‘care for precious life’, so all of our products go through rigorous testing before we can even begin to get them into the market.
“The 360 Family is all out making parents lives easier. Being a parent is tough, so if we can do anything to take a little pressure off, we will. The new 360 Family incorporates clever features that make each product easier to use whilst also maintaining and improving on the standards of safety that you would expect from us.
“Before we produce any of our seats, we conduct extensive consumer research to make sure we are always including the elements that matter most to parents. Our car seats then go through meticulous testing to ensure they meet safety expectations, before going back to the consumer for further testing of design and features. All of this means that we have the safest seats that always meet parents needs.”
While the products make life much easier, there are also many enhanced safety and comfort features included in the new range. Can you tell us about these features?
“Of course. Both of the seats in the new 360 Family have G-CELL side impact technology and ClimaFlow technology, and are tested to the highest i-Size safety rating. G-CELL side impact technology uses honeycomb materials to protect from side-impacts, ensuring that little ones are protected from all angles, and our innovative ClimaFlow technology uses special perforated panels, breathable foam and fabrics to encourage comfortable air circulation so that babies are always kept at the right temperature.
“The most exciting feature has to be the one-hand FlexiSpin rotation of the FamilyFix 360 base. FlexiSpin not only ensures that the base can be rotated easily with one hand, but means that you can rotate the base with the seat in any recline position (Pearl 360 only), so parents do not need to sit their child up before turning them round, perfect if their little one is having a nap in the car. The FamilyFix 360 base also has a clever anti-misuse system, meaning that baby has to stay rearward-facing until 15 months, as dictated in the i-Size regulation.”
Previously, a rotating car seat would generally be suitable from birth up to four years. Why have you included two separate seats with the Pebble 360 and Pearl 360 within this age range in the new launch?
“We know that every parent is different, so we wanted the range to work for everyone. The classic infant carrier is always popular with parents of newborns as it is a safe and comfortable place for babies to be in the car, plus you always have the option to put the car seat onto the pushchair, or take it into the house without having to disturb baby. However, we do know that as baby gets older it gets increasingly difficult to get them in and out of the car. Having a rotative infant carrier like Pebble 360 gives parents all of the convenience an infant carrier has, plus the ability to comfortably get baby in and out of the car as they get bigger.
“Infant carriers do not suit everyone though, and some parents like to go straight to the more ‘static’ seats. Having Pearl 360 suitable from birth means that parents have this option if they need it. If they don’t, they can use Pebble 360 from-birth until up to 15 months, and then swap their not so little one to the Pearl 360, while keeping the same base and the 360˚ rotation.
What makes the 360 Family different to other options on the market?
“Alongside the top quality you get from our seats, there are a few special features that mean the 360 Family really stands out. Starting with the FamilyFix 360 base, the clever FlexiSpin technology means that you can easily rotate the base with one hand, so even with a toddler on their hip it is easy for parents to rotate the base to get little ones into the car. Alongside this, the anti-misuse system I mentioned previously is a real bit of innovation. It ensures that parents cannot accidently move their little one forward-facing before they are legally allowed to be.
“Further standout features are the ClimaFlow technology and the Easy-in harness. ClimaFlow ensures that the seat is properly ventilated, meaning that little ones are always at the right temperature, which can be a worry for parents, especially in the summer.
“The Easy-in harness is the final tick in the convenience box for parents. No longer will they have to search under their child’s bottom for the buckle, or behind their back for the straps. Our innovative technology means that both the buckle and the straps stay open when not in use, so getting little (or big) ones into their seats has never been easier.”
How will the range be supported with marketing and at retail?
“We have already had amazing support from our retailers, with teaser campaigns on social media pre-launch, and support on websites once launched. We have created full packs for our retailers to help promote the release of the new 360 Family. Alongside this, we have an exciting social media campaign going live on our pages on 10 May, so watch out for that.
“We also have special 360 Family displays going into our retailers to give the new range real standout in stores.
“Plus if you happen to be in London in June, you may notice a certain family proudly displayed in the windows of a very well known retailer.”
The FamilyFix 360 base and the Pebble 360 seat retail at £199 each, and the Pearl 360 has an RRP of £279.