The Style Center, for example!

This snap was taken a few years ago when we were at work on the launch of PrimaPappaZeroTre, the multi-functional highchair that was such a success.
Just think that there are similar panels at work in the Style Center at the very moment dedicated to the products of the future.

It would be great to have a peek but we can't... but you're free to let your imagination run wild!

Ines leaves behind six children, seventeen grandchildren and sixteen great grandchildren. A strong and united family that remembers the humble yet aways energetic personality of "Granny Ines".

Always devout and charitable, after the death of her husband in 1984, Ines dedicated herself to many charitable activities in the Arcore community.
She now rests in the family crypt at Lesmo cemetery.
Her last wish was to donate the money that would have been spent to funeral flowers to charity, a desire that captures her spiritual strength and generosity.

Many friends and relatives visited her at the mortuary and attended the funeral of this woman who represented, in all respects, a part of the history of Arcore and Italy that inspired by great ideas can develop though dedication, pragmatism and passion.

A passion that is at the basis of our company and the values that we continue to promote over the world through the great PegPerego family.

To fittingly end our reportage, all that was missing was a video, because sometimes images speak much more than words. Enjoy!

Where did the idea of this car come from?

As I am sure you know, a few years ago we successfully made a toy ride-on replica of the VespaGT scooter. The Fiat team was so impressed by the accuracy and precision of the toy model that they asked us if we were interested in making a replica of the FIAT500 with the same level of accuracy in the details. Obviously Peg Perego was enthusiastic and the project started.

What are the differences with the other models currently on the market?

There is now doubt that our FIAT500 is the best expression of experience, quality and reliability. Naturally, important aspects are the size of the vehicle and how comfortable it is, but the wealth of details is also greatly appreciated. There is a fake motor under the hood, which is made of three removable pieces that can be assembled together – a toy in a toy. That space can also be used by the 'drivers' to store their favorite toys.

Who is the car for?

Our FIAT500 is available in different models, each designed to suit the needs of different ages and stages of growth. It is suitable for children from 12 months to 6 years. There are three versions:

- a 6V version, with forward and reverse gears and a remote control for parents (suitable for children from 12 months).

- a 6V version, with forward and reverse gears and no remote control (for children aged 2 and older).

- 12V version, with 2 speeds and reverse gear, suitable for children over the age of 3 (because of the speeds it reaches).

What else is worthy of mention here?

Other than the hood with a fake modular motor that can be fitted in (which children love!) the horn is great fun because it makes exactly the same sound as the horn in the real car.

On the radio-controlled 6V version we have a drive-by-wire turning system, which means there is no steering column because, thanks to an electric servo control, the wheels rotate proportionally with the rotation of the steering wheel or of the remote control.  This makes the car much, much easier to drive because the servo control acts like power steering in a real car. This is very useful for young children whose coordination in the car is limited and it makes turning effort-free. It is just as useful for parents because the software of the car’s control board coordinates the movement of the wheels according to the commands received via radio. There is none of the 'confusion' typically associated with remote controls and the car's movements are fluid and continuous, making the vehicle easier to drive and control.

When the child has enough coordination to drive the car independently, the remote control can be excluded by acting on the control key near the gear lever.

The 6V basic version, designed for children aged 2 or more who are able to drive the car independently, has a forward-reverse command, which allows drivers to maneuver the car just as if it were a real one.

The 12V version is a 2-wheel drive that can easily drive over obstacles, grass and uneven terrain. The car’s top speed is 6.3 Km/h, it has 2 forwards speeds and a reverse gear, which makes this very dynamic toy even more amusing to play with.

And if you are true fans of the great Fiat 500, don’t forget our dedicated Book Plus Modular!

Sometimes, however, it is really hard for those not "inside" the process to imagine all the steps that are followed.
This is why we decided to publish the story of the Engineer Agrati, who went to Munich with his team just before Christmas to do some tests.

“We concluded three days of tests at the ADAC laboratory in Munich, where EuroNCAP tests, which give the famous "stars" to car seats and cars, are performed. These tests, although very expensive for the company, are of absolute importance for the development of new car seats.

Perhaps few people know that when a car seat is launched for the so-called crash test, the collision occurs in about 2 tenths of a second, during which the car seat goes from 70 km/h to zero.

It would be impossible to understand what would happen if these tests were not filmed by means of sophisticated high-speed cameras that allow engineers to see the crashes and understand what to do to reduce the negative consequences.

The modern test dummies, the Crash Test Dummies, which come with the laboratory, are much more sophisticated than the dummies used in European certification today. In fact, they are able to record decelerations sustained by the child in the head, torso and neck, and through these values we can calculate how much energy is absorbed into the child's head, how much force affects the neck, not just in a frontal collision but also in a side collision, a test which is not yet provided in European certifications.

Thanks to these experiences our company is able to design and produce a range of car seats characterized by two aspects, present in all products:

1) a generous headrest that can absorb the force of the collision;

2) the ISOFIX connection, which can significantly reduce the collision force suffered by the baby in the case of an accident.

Particularly in these three days, we have developed some improvements which will be present in the 2012 range of the Viaggio 1 Duofix but most of all we have been able to complete, with superlative results, the certification test for a completely new car seat that will be put on the market next year.

I still cannot tell you what model it is, however I am very pleased that these certification tests have been concluded far ahead of production, so that our youngest customers will already have a well-tested and reliable product available."

Here is Nicola Perego, Lucio’s son and the manager of the USA division, presenting the new Book at a trade show.

What do you think? Does he seem familiar with it? Can you tell these are “family matters”?
Certainly, you can see it is worth it!

Articles specifically for different markets

Another reference market for Peg Perego is North America: "This is a market that has suffered significantly since 2001, as, with the advent of the Euro, the Dollar has weakened considerably. However, it remains extremely important for the company," says Lucio Perego. "For the United States, we manufacture specific high chairs and car seats. In the latter case, two models have been developed exclusively for this market and sold only there, with very significant investments. Peg Perego offers diversified products in all markets, but in some cases - as in the U.S. and in Brazil - the products are absolutely unique. Being present in many markets means respecting each country's consumers and their needs, without imposing a style or method of use developed in Italy, but rather, for example, offering lightweight strollers to Asian markets or reversible strollers to Brazil (a function that is considered essential in this country). In Europe too, demand varies.
To give a couple of examples, requests differ in terms of accessories and seat width (the German-speaking markets want wide seats to protect children with baby carriers, fur or Tragetasche). The company has an undeniably Italian identity, but we would not be able to maintain our position in the various markets if we had not resorted to these and other adaptations for each country."

Michele Perego adds: "In Italy and Brazil alone, our market share places us among the absolute leaders. However, we sell in around 80 countries, and in all of these we have had to learn to bend to the needs of the distributors or representatives, whom we listen to very carefully. We have an extensive production capacity, with 750 employees in Italy and another 750 abroad, and to retain it we must be able to respond to every need and development reported. This is an absolute necessity."

The strengths in Italy in recent years

Returning to the Italian market, we asked which lines and products have been most successful over the past two to three years. Lucio Perego replied: "The modular system designed with the Easy Drive chassis, which was launched three years ago and which features ball-bearing wheels and a solid handle, was very well received by consumers. With regard to high chairs, the Tata Mia was particularly popular due to the fact that it encloses three functions in a single article - reclined cradle, high chair and rocker - and is approved for use from birth. It should be noted that this success was achieved despite the article's high price positioning.

With regard to the car safety line, although we are relatively new to the sector, we have been able to achieve a prestigious positioning, also due to having introduced the Isofix system with a compatible base capable of accommodating two car seats from different groups, thus prolonging its use to four years and making the purchase better value. The stroller Pliko Mini was very well received both in Italy and abroad - even though it has to face considerable competition from similar Asian products - and has been a source of great satisfaction for us. Consumers appreciate a product when they recognize its practicality.

The most appreciated strollers, for example, are light, easy to handle, and compact and free-standing when closed. Of course, these features
have to be communicated and explained. Distribution in Italy is widespread, which helps us to promote our products. In our country, the specialized retail industry has a strong early childhood culture, so that it is very capable when it comes to transferring the brand's main values ​and its products' diverse features. We place great importance on training sales staff in stores, because we feel it is important to enable parents to choose our articles based on the benefits they provide rather than on their price tag. It is important to remember that, although in some cases we handle the after-sales service directly, this is mostly handled through dealers, who are the consumer's first point of contact and who can enjoy peace of mind knowing that in turn they have a reliable point of contact in Peg. We are in an optimal position in this regard as, producing everything in-house, we are always able to provide answers in the event of problems, and, for example, can provide single components - a wheel, a cover - without having to replace the entire article."

A philosophy that has never changed

In 2009, the company celebrated its 60th anniversary. Lucio and Michele Perego were proud to remind us that in all that time the company has never changed its philosophy, based on good work ethics and the commitment to remain on top of the three early childhood segments in which it operates worldwide: wheels, car safety and home childcare articles (in addition to toys, with ride-ons that continue to be a source of great satisfaction for the company). "We want to continue in this direction, preserving our Italian nature and cultivating innovation through significant investments in Italy and abroad," they concluded.

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Having spoken to Peg President Lucio Perego in a video conference with his brother Michele, who heads the business in Brazil, we can attest to the company's commitment to deliver products in line with the needs of all the countries in which it operates. Other topics covered in the interview include the strategies adopted to respond to the crisis in the Italian market, recent innovations, and the company's presence abroad, especially in the Americas.

Our very interview highlights the strong international vocation of Peg Perego: it was only via a video conference that we were able to speak both to Peg President Lucio Perego, from his headquarters in Arcore (Milan), and to Michele Perego, his brother, who heads the business in Brazil from Limeira, in Sao Paulo. The interview, however, opened with a few remarks on the Italian childcare market: "This year, perhaps for the first time, we have registered a significant drop across the board, which obviously worries us," said Lucio Perego. "Given the crisis, Italian consumers have become very price sensitive. Italy is clearly a very important market for us, but the company operates worldwide, and the revenue shortfalls encountered in the domestic market have been offset by gains achieved in other countries. However, we very much regret the negative trend in the Italian early childhood sector.

We have taken appropriate solutions to meet the changing needs of consumers, ensuring timely deliveries and, above all, providing them with what they actually want: as regards strollers, we have striven to offer customized solutions giving mothers the opportunity to choose freely between frames, strollers, modular elements and relating cover colors, moving beyond the concept of a closed package, not always suited to their needs. As for indoor childcare articles, we have expanded our range of highchairs, introducing an entry-level yet highly functional product that can be used from birth, thanks to the adjustable seat [Prima Pappa Zero3]. At the same time, we have worked on our line of car seats, once again offering a full range of products: in particular, we have perfected our Group 0+ device, which we consider strategic for the company as it relates to our modular system, we have added the top tether to our Isofix models, and we have introduced a Group 2/3 device for older children. At the Kind + Jugend fair in Cologne we also presented a new booster seat that will be produced as from early 2013. Furthermore, in the wake of the Book chassis and of the "Choose the frame" program, we also introduced Pratico, a new slim and lightweight seat that enables parents to prolong use of the modular set's chassis as a non-reversible stroller.

Given the way in which the market is evolving, in the three early childhood segments in which we operate - wheels, car safety and home childcare articles - our strategy is therefore based on the total satisfaction of consumer requirements in terms of customization, product offerings, affordability and price range (with both low and high- end products, such as the Viaggio1 Duo-Fix TT car seat in Alcantara), keeping to the criteria of quality, style, safety and practicality that have always marked Peg Perego products."

"While the Mediterranean markets - lead by Italy and France - require easier and more flexible solutions, our top of the range articles meet the demands of markets such as Russia and North America, where the price variable is currently less significant", says Lucio Perego.

Presence in Brazil
We then moved on to discuss the foreign markets in which the company operates, turning to Michele Perego to ask him about the situation in Brazil: "Here too we are introducing our new products, but the process is slower, since acceptance of these products depends on purchasing power, which is a lower than in Europe. Peg Perego sells less in Brazil than in other countries, but we have penetrated the market considerably in recent years, and our presence is becoming more and more established. At the moment, for example, the concept, recently presented to our main customers, of being free to choose everything right from the frame, has been received with great interest.

In Brazil, Peg Perego is positioned at the high end of the market, alongside leading brands worldwide. Furthermore, locally we produce through the company Burigotto, the leading manufacturer of childcare products in Brazil with 450 employees, which Peg Perego acquired in 2001. In addition to Peg Perego articles from Italy, Burigotto also distributes its own products: strollers, car seats, high chairs, baby walkers, baby baths-changing and travel cots. The acquisition of Burigotto, in addition to bringing great value to the group, has also played a driving role in raising the brand from its previously marginal status to the prestigious position it holds today, making Brazil one of the target markets for Peg Perego."

Potential of the Brazilian market
What are the main differences and similarities between the Brazilian and the Italian market? "The distribution channels are quite similar to those in Italy: there are many specialized dealers - we have about 3,000 active customers - who control a large proportion of total sales and constitute our main showcase; but there are also mass retail chains - not just Wal-Mart, but also local organizations with a significant weight," says Michele Perego. "One of the main differences as compared to our country is the importance of e-commerce: the proportion of sales on the Internet, dealt both through totally "virtual" shops and through retailers with "physical" stores, is around 30 per cent, and this trend is on the up. With regard to consumption, price is the driving factor in Brazil. Therefore, to achieve good volumes, it is essential to have products spread across all price ranges. Our strength lies in the fact that
we have products of excellent quality accessible to all budgets. It is also true, moreover, that in recent years Italian consumers have become more and more price sensitive.

An encouraging aspect of the Brazilian market is that the share of consumers able to afford high price products is gradually increasing. Here, the population is classified by income into four groups (A to D), with group C (the level just above poverty) significantly shifting towards group B. Thanks to this sociological phenomenon that enlarges the middle class, spending power increases. We're talking about 20-30 million consumers, a figure that is not to be scoffed at. Moreover, those who belong to group A can afford just about everything, including Peg Perego products, a brand considered of a high level, in line with all-Italian production excellence. We are taking great care over the brand's image, opening showcases in specialized stores and participating in events in the most elegant shopping malls in Sao Paulo and Rio de Janeiro. Brazilian consumers perceive the connection between the brand and the prestige of Italian fashion. Furthermore, the 'Italianness' of our products is certified by our genuine "Made in Italy" claim - or rather, "made in Peg Perego", as our product are development and designed entirely in-house, and the vast majority of our components are manufactured internally. I would like to make a further remark: in Brazil, while Peg Perego benefits from Burigotto's widespread presence, Burigotto also benefits from Peg Perego's Italianness."
[Read on the interview]

We met with Engineer Agrati last year during a round table dedicated to children’s car safety. Today we are meeting with him again to ask him new questions on a key topic.

Engineer Agrati, manufacturing car seats means being constantly attentive and ready to implement new regulations or new solutions for our small passengers’ safety. How do you work in this sense? Are there continuous tests and adjustments?

At PegPerego we have a fundamental value which is to only market products we have designed and studied and manufactured in-house. I’m lucky to work with a small, well-organized team, made up of young mothers and fathers who study products with their children’s safety in mind.

What’s more, we’re not only attentive to what our competitors are doing but to what’s going on in cross sectors such as the auto, fashion and new technology industries.

As for regulations, car products are directly certified for use by the various European transportation ministries and even those who develop innovative solutions must always receive their approval before marketing a car seat.

As for continuous testing, monitoring production with scheduled tests is mandatory in our sector. This is not only an excellent guarantee for our young customers, but also for us since we can thus monitor the entire production process, especially critical component purchases.

When a new product is conceived, what are the references that must be considered to create an innovative product? In your experience, which product or material do you think “marked a new era”?

The first reference is always to safety regulations. However, this is mandatory for everybody. Other “drivers” must be considered in order to create a winning product: it must be convenient and easy to use by mothers and fathers and grandparents; it must be comfortable for the child and it must convey the safety of a durable and well-made product to the purchaser.

You shouldn't let yourself be misguided by ultra hi-tech products. They are often hard to use and thus unsafe. I think that the product that truly marked a new era in this sector was the isofix: higher safety and easier use all wrapped up in one.

One question that we often find in these pages: why do car seats have an expiration date?

Because they are mainly made of plastic, a material that can be altered more than others by wear and sun exposure. Over time, plastic tends to become fragile, or hard with poor resistance to the shocks like those in car accidents.

Furthermore, the expiration date encourages the consumer to purchase more recent and safer products. A new car, with perhaps 6/8 standard airbags, is much safer than the same car manufactured 15 years ago. The same applies to car seats.

Parents sometimes feel as if children are not really comfortable with the restriction system. They often ask whether adding a cushion or pillow to let their children sleep better is a good idea. Is this worry unfounded? Are their measures that could influence the restriction's safety?

Unfortunately, there are some rules that depend on natural physics. You should always remember that car seats must perform two important functions: the first is to protect the occupant from vehicle parts that could hit him/her in an accident.

The second is to protect the child when braking, ensuring that the child’s body is protected against forces that could damage him/her even without injuries. Of the two, perhaps the second function is more important.

Perhaps less intuitively, but more understandable in this job, braking has less effects on the child the harder the surface, the smaller the product and the more restricted the child is.

Unfortunately, comfort and safety are not on the same page: we attempt to find the best compromise. Cushions and pillow increase the force on the child during an accident and prevent the safety belt from being correctly fastened. If pillows and boosters are used, they must be those supplied with the product or directly designed by the manufacturer who certifies them with suitable dynamic tests.

Is there data, wording or an example that you use to convince friends never to put kids in the car without adequate restrictions?

I believe that we are all conscience of this fact; there are countless examples and articles in the news.

Our job is to manufacture safe car seats but we cannot make anyone buy them and use them unless out of respect for their children and for the law. Our job is to relentlessly improve products.

Correct car transportation depends on two factors: a car seat suited to the child’s age and correct installation. What would you recommend to a parent who thinks s/he did not correctly install the seat?

Carefully read the instructions. We are highly focusing on this aspect by both improving the instructions and by providing video support on product installation, exploiting the new technologies available on the web.

Out of curiosity, how many car seats have you installed for relatives and friends?

Truthfully, I try not to, to see whether our products are easy or hard to install. Sometimes I have fun playing teacher…even if the result is always ensuring our little angels are always protected!

What is a Style Centre in a company like Peg Perego? What happens in your department?
Love and commitment to one’s job are important, especially when working in the Style Centre of a big company like Peg Perego.

To begin with, I would like to reduce the importance given to my role in the company. I am known as “genius”, but that applies to all the people who work here. Every idea we think of during the day and every kind of experience with children can create a new subject or pattern that will be considered.
About 30 people work in our department, which is divided into four business units. Ours is the Style Centre and it works in synergy with the other units.

Where do product ideas come from? Who decides if they should be developed or discarded?
We constantly and assiduously pay attention. We research design aspects, aesthetic solutions, functionality and laws. Our team is made up of competent stylists, pattern makers and designers, who work together with the aim of combining quality, attention to aesthetics and refined details, always taking the safety of children into account. Every year we produce hundreds of sketches of toys, strollers and new collections (sometimes we use IT), but only a few of them reach the final check-up phase with the creation of a prototype, a crucial phase that is aimed at improving aesthetics, comfort levels, functionality and the optimisation of materials, in order to have a balanced price.

For example, how was Siesta, the new multi-function high chair, born?
About a year ago we drew the first Siesta sketch. We needed to replace the attractive, but a little aged, Prima Pappa high chair, creating a more modern item that is easier to collapse and has a catchy design. The seat can be reclined, making it suitable even for babies who are little more than newborns. Its innovative design makes it unique in this product sector.

Who chooses the name of the new products?
Names are a real challenge. It is not easy to decide. Matching the right name with the right product is incredibly important when launching a product on the market. The marketing unit deals with almost all the names.

The models and lines you create are produced for a number of years. What kinds of changes are made to a product after it is launched?
A product can last for years if it is continuously updated. Technical and aesthetic improvements are the ones that require the most time but they make a product last longer in the market. We obviously take into account the feedback of customers filtered by Testing Centres, which is essential to achieve made in Italy perfection, which can be seen more and more often.

Thank you, Daniele Teruzzi, for allowing us to peep into your “laboratory” – it is a real privilege to discover how the products we use every day are born. We are pleased to describe the rest of the team as “geniuses” but, just this once, we really must acknowledge the professional skills, competence and creativity that are the distinguishing features of this “member” of the great Peg Perego family.

In the 2012 collection this real little “gem” has what can only be considered an amusing, cheerful, contemporary and definitely pop print pattern - comics.

We asked Elisa, the stylist who designed the pattern, a few questions.

Not just plain colours - are mothers ready for a pattern with a strong character?
I think that everybody today needs to be positive and this cheerful pattern brightens the day of the people who buy the stroller.

Why a comic strip pattern? What kind of mothers do you think it will appeal to?
It will appeal to young mothers with character, active mothers who are not afraid to dare and like to be fashionable.

How did the stroller’s pattern come about? Did you make it? What does it represent?
I made it entirely myself. It started a bit as a game but we liked it immediately and really enjoyed drawing it. It pays homage to comic strips and there is a fantastic story in the stroller.

Do you consider it a unisex print pattern or do you think the mothers of boys are more likely to choose it?
We don’t think it is more of a boy’s pattern. We also take into account that this kind of stroller is usually chosen by an older brother or sister. The pattern is striking and certainly does not go unobserved.

Thank you, Elisa, for answering our questions. One thing's for sure: the Pliko Mini with a comic strip pattern is very cheerful and has the touch of irony we all need in life. It’s obviously worth it, isn’t?