Bringing a child closer
Behind the hefty price tag of this stroller is an intelligent design, one that encourages eye contact between parent and baby, writes Syida Lizta Amirul Ihsan
CHILD psychologists have often advised adults to talk to children at their eye level. This means parents should kneel and squat down when they talk to their kids. This gesture, psychologists say, helps children feel secure and shows that their parents are ready to engage with them.
The importance of eye contact benefits parents too. Going down to their child’s level allows parents to see the world from their little one’s perspective.
I have often been baffled why my 8-month-old son cries whenever he is on his walker and I walk away to the kitchen. But one day, when I sat next to him, I realised that at 70cm tall, his vision is obstructed by the dining table and he could not see my face. Hence, the cries.
PROMOTING EYE CONTACT
Norwegian children lifestyle brand Stokke is big on eye contact. Each product in its stable is designed for that purpose. The Tripp Trapp chair, for instance, is an infant, baby, toddler, child and adult chair all rolled into one. It’s a baby chair meant to bring the little human to the adult dining table. And unless it’s fastened with a baby set and tray, it doesn’t look like a baby chair.
“That’s pretty much how we design our products. Everything is made to increase eye contact between the child and the adult because that’s how a baby or a child learns the cues to communicate,” says its Asia-Pacific regional marketing manager Tiffany Jieh.
“The unifying character of all Stokke products is that they bring children closer to the people around them. We design in the best interest of the child. Eye contact is good for kids’ development because that’s their visual cue and that’s how they learn how to be happy and to laugh,” she says.
“Eye contact promotes the feeling of security when everything is new. And parents help babies understand the environment. When you smile at your baby, your baby will smile back at you,” she says.
PREMIUM STROLLER
Jieh was in the city to launch the Stokke Xplory 6 (available at HappiKiddo stores), the brand’s upgrade of the Xplory range. It’s the brand’s most expensive stroller and the latest version costs between RM5,753 and RM6,319 depending on your colour choice. “But it gives the ultimate height. It gives three adjustable height levels so the child can see his or her parent.”
There have been studies, she says, that conclude that babies in prams, due to the little elevation from the floor, are exposed to more pollutants than adults who are on foot. “And that’s another reason why ours are high up. It gives more protection to the baby and the baby is closer to the one pushing him or her.”
Once the baby is old enough, he’d want the stroller to face out. And while others are low, this one is high, giving the baby a higher vantage point, rather than only seeing adults’ legs all around him.
The stroller comes with extended canopy for ventilation and textiles with SPF50+ protection. The wheels offer ultimate manoeuvrability.
NICHE FOLLOWING
While pricey, Jieh says the premium stroller segment has a following of its own. Stokke’s customers are millennial mothers, those who are stylish, informed and do extensive research before making a purchase.
“A premium stroller, besides its design and safety, is also a status symbol for mothers who want a stroller as an extension of their personalities. Our customers are digitally well-informed and educated. When they go to our store to buy, it’s just to confirm the fit. They have done all the browsing online before coming to the shop.
“I think when it comes to a premium stroller, the quality is unmistakable. There are a lot of little details we put in to show that we design for the child’s safety and comfort while keeping a product stylish.”
Jieh says Malaysia, unlike Hong Kong, Taiwan and Singapore, is a booming market for premium strollers. “It’s definitely growing faster than Singapore, and we get a lot of pregnant first-time mothers interested in our products. And that’s the pattern, when it’s your first child, you tend to splurge more.”