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Bebé Glotón
1) Breastfeeding Doll Report
Speaker: D. César Bernabeu Juan
Position: Sales & Marketing Manager
Company: Berjuan S.L.
2) Berjuan Company
3) History
-Since its founding in 1977, Berjuan has focused on creating products of high aesthetic value whilst continually evolving with current design developments and trends.
-Berjuan products are made exclusively in Spain where quality, innovation and design can be managed from the ground level.
4) Breastfeeding Doll
5) Project Conception
Berjuan is a member of the Spanish Organization of Toy Makers (Asociación Española de Fabricantes del Juguete, AEFJ). The innovative idea for a breastfeeding doll was set in motion in collaboration with the Technological Institute of Toys (Instituto Tecnológico del Juguete, AIJU) with support from the Innovation Check (Cheque Innovación).
6) Creating a Product
The idea of creating the Breast Feeding Doll arose out of requests from associations around the world that support natural breastfeeding.
7) The Project
There has been research by several experts in support of the Project, specifically:
· Drs in the field of Pedagogy
· Drs in the field of Psychology
· Primary School Teachers expert in child and youth development.
· Designers expert in new trend in children products.
· Analysts expert in the Toy Market and Free Time products.
· Specialists in Market Research and Techniques of the OMJ.
8) Panel of Experts
Current research reflects the need of children to learn by imitation and the importance of symbolic play for the development of cognitive abilities. To avoid any sexual connotation a top was developed to enable girls ranging in age from 3 to 9 years to imitate their mother’s behaviour when feeding their siblings, spurring discussion around the benefits of breastfeeding for newborn infants.
9) Focus Groups of Mothers with their Daughters
Most mothers agree that where possible breastfeeding is the optimum for the overall health of newborn and young infants. Many mothers also noted that they observe their young daughters imitating the act of breastfeeding using their dolls as the imitation baby. When shown the Bebe Gloton doll the mothers liked the natural feel of the doll.
10) Research Conclusions
Ms Ana Mata of AIJU, coordinator of the market research project prepared a dossier of findings that lays out the key points of the research with regards to the look and feel of the doll, the packaging of the doll, and the overall message conveyed by the doll regarding breastfeeding. Young girls were also included in the research and gave feedback on how the doll should be accessorized, i.e. should the doll use a pacifier and wear diapers etc.
11) Breast Feeding
It is generally known that breast feeding is the optimum way of feeding a newborn infant when possible. It contributes to building a strong immune system and fosters the emotional and physical bond between mother and child. Many international associations that support breast feeding are enthusiastic about the Bebe Gloton doll - Fedalma in Spain and La Leche League International (LLLI)
12) Each Item contains:
· Breast Feeding Doll (batteries not included) in pyjamas, with cap and pacifier.
· Top for the girl
· Directions booklet.
· Booklet with guidance on Breast Feeding
19) Points of Sale – Season 09/10
20) Associations supporting the product - UNICEF United for Children
22) Response to the Bebe Gloton product
Interest initially stemmed from an article in the provincial newspaper “Información de Alicante”, which prompted many calls from the media in general. As a result a press conference was held October 6th, 2009.
23) Presentation in October
24) As a result of consumer and media interest in the Bebe Gloton product we are working on an interactive website. The website will be launched at a press conference to which many associations and well known personalities have been invited. UNICEF will introduce the product and the website and present Berjuan with a Diploma accrediting us as “PYME Solidaria” (Supporting Small and Middle-Sized Business). It will also be announced that the Royal House of Spain is the recipient of four Bebe Gloton dolls.
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