John Lewis sees parents becoming ‘more mindful’ as wooden toy sales rise

John Lewis
John Lewis has identified that sustainability and tech are set to be key trends for parents of nursery children this year.

In the retailer’s annual Nursery report, the firm states that sustainability is a key trend, with sales of John Lewis’ wooden toy range up 15% on last year.

The study also identifies that parents are looking to buy nursery items that boast longevity, as well as quality.

Elsewhere, the retailer also states that gadgets like the Whisbear E-zzy the Sloth Monitor (an app connected sleeping aid and baby monitor) will be a key driver in the nursery space this year.

Two toys made it into the report’s ‘Top 10 Things on Parents’ Wishlists’: Sophie La Giraffe from Vulli and Sweet Dreamers’ Ewan the Dream Sheep Deluxe.

Read the entire John Lewis Nursery 2019 Report here (

Stay up to date with the latest news, interviews and opinions with our weekly newsletter
Back to top arro

Sign Up

Enter your details to receive Mojo updates & news.