2 EDITOR’S LETTER Our deepest respect goes out to the people who have become parents after the onset of the pandemic. It is not an easy time to be a new parent. Many mothers have been alone in the delivery room because other ‘guests’ have not been allowed to access. These little miracles have been digitally presented to grandparents, family members and friends sitting on the other end of the screen, without the opportunity to properly greet the newborn. Maternity activities have been put on standby, and the opportunity to mingle with other new parents or like-minded people has been limited. That time will never be regained, but our hope is that the babies of 2020 and their families, despite undergoing a very different and difficult time, will also be able to remember 2020 as a good year. Over the past six months, Sebra has repeatedly asked its followers on Instagram whether 2021 will be a baby boom year… and if you believe our followers, the largest proportion of whom are 25–34-year-old women, all signs point to yes. So, even though 2020 has been a tough year, one which will also have after-effects heading into 2021, there are small glimmers of light, and if the majority of our followers are right, even more small miracles are on the way despite a difficult time. As a supplier to families with babies and children and future generations, we are pleased to present a collection that now offers even more designs featuring recycled materials, including a new backpack series for both small and slightly older children as well as stylish, breathable baby bumpers for very young children. Our popular Sleepy Croc knitted pillow has grown and become 340 cm long. You will meet Sleepy Croc on page 4, in company with a pregnant woman who has used it as a supportive pregnancy pillow. At the changing unit, 2021 also brings with it a wonderful relaunch. The Sebra PUSLE PUR changing mat has been sold out due to the pandemic, but we are happy to introduce it again and this time not only in the dark grey colour, but also in a stylish beige version, which you will find on pages 8 and 9. We have used a range of development resources to create a number of products with a focus on development and sensory stimulation – including a new soft baby gym and multiple activity toys, such as the lovely Blinky the owl, whom you’ll meet on page 21, along with the fun Sparky tilting toy, which is also a stacking toy that offers countless hours of play and learning. On pages 26 and 27 you can read about The Sebra Bed, Baby & Jr., Black Wooden Edition, our first FSC™-certified bed, and be inspired to ‘black out’ in a sophisticated and stylish way. All in all, we can say that we are ready to welcome 2021 with a variety of practical and functional designs that make everyday life for families with babies and children easier, more fun and perhaps also a little nicer. Mia Dela CEO and creative director
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