48 Percent of Parents Seek Strollers with Easy Open & Fold,
While 69 Percent of Parents Claim Their Strollers Fall Short of Meeting Their Standards for Compactness
Mamas & Papas® Introduces The armadillo, A Compact Stroller That Parents Can Fold with One Hand
Nearly half of the dollars spent by Americans on their strollers are on models that are not meeting modern families’ needs, according to a Mamas & Papas® survey conducted by Kelton in August 2013. The survey found that 1 in 2 (49 percent) parents with children under the age of five are not extremely satisfied with their current strollers. Additionally, more than two in three parents (68 percent) feel that it is better to have multiple strollers than to have a single stroller for all of their activities. In fact, more than 21 percent have purchased three or more strollers for just one child.
Recognizing that there is room for improvement within the industry and remaining committed to delivering innovative products, Mamas & Papas, Great Britain’s favorite baby brand and one of the world’s leading nursery retailers, is introducing its new armadillo stroller this month at Babies“R”Us® stores nationwide and online at Babiesrus.com.
The armadillo meets the needs that parents expressed in the survey, including ease of open and fold. Fifty eight percent of parents believe that their current stroller is not as easy to open and fold as it could be, while ease of open and fold is their top desired feature aside from price (48 percent). The survey also found that difficulty with opening and folding has even led parents into undesirable situations with their current strollers. For example, 13 percent of parents have had to ask a stranger to help them fold their strollers.
The armadillo quickly and easily opens, and folds in seconds with just one hand. The stroller’s compact and freestanding fold allows parents to store it in tight spaces, including small trunks. Its innovative inward fold also protects the fabric, while its large, comfortable seat for baby lies flat for use from birth and is well padded for long naps. The stroller also features an extra-large hood for maximum weather protection and a large shopping basket for storing essentials.
“The survey supports our belief that parents are buying multiple strollers to meet all of their needs,” said Amanda Scacchetti, product design director and daughter of Mamas & Papas’ founders. “As a parent, I wanted a compact stroller that felt like a big one without sacrificing any comfort for my growing baby. The armadillo is the answer to what many parents are looking for thanks to its lightweight frame that opens and folds with one hand plus a big seat design that allows baby to stretch even as they grow.”
The armadillo adapts to everyday urban life thanks to its lightweight and compact frame that allows for easy navigability. Its lockable front swivel wheels provide extra stability while on the move across every urban terrain and all round suspension ensures a bump-free ride for baby.
The armadillo is now available in Black Licorice in Babies“R”Us stores nationwide and online at Babiesrus.com in Lemon Drop, Black Licorice, Blue Fizz, Coral Pink and Stripe with matching liner.
Known for creating products that add simplicity to parents’ daily routines, Mamas & Papas has been trusted by parents in the U.K. for more than 30 years. Mamas & Papas tests every product with real families before they hit the market. The armadillo was given to families in early 2013 and their feedback was incorporated into the final model. For the latest product news and more, visit mamasandpapas.com and visit the brand on its Facebook and Twitter pages.
About Mamas & Papas
Mamas & Papas, Britain’s favorite nursery brand, was established in 1981 by Luisa and David Scacchetti, young parents seeking baby products that were modern and practical for everyday use. More than thirty years later, the family business that they created is now run by their daughters, Amanda and Olivia, who, as parents themselves, ensure that each product is designed with parents and children in mind. Based in Yorkshire, England, the company employs 1,700 people around the world and heavily invests in research and product development to create the most unique, useful and high quality products possible. Mamas & Papas’ award-winning products are beloved by parents around the globe, including the United States, where the company recently brought its products to market. Most recently, the brand’s Baby Snug was recognized as a top baby product by Parent Tested, Parent Approved, a trusted U.S. children’s award program. For more information about Mamas & Papas, please visit www.mamasandpapas.com.
According to a 2012 industry report from IBIS World, Americans spent $162.8 million on strollers in 2011.
Research Methodological Notes
Mamas & Papas 2013 Stroller Survey was conducted by Kelton between August 19 and August 27, 2013, among 544 parents of children under the age of 5 who own at least one stroller, using an email invitation and an online survey.
Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results.
In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 4.2 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. The margin of error for any subgroups will be slightly higher.