In a 360 "Supa Dupa" pushchair, two children aged up to four years old are seated side-by-side, their brightly coloured leg covers adorned with big red bows or, for those destined to rule the playground, skulls and crossbones.
What really appeals to stressed-out parents, though, is the hood. A tablet computer or smartphone can be placed within it so that children are kept quiet, concentrating on Robert the Robot clean Justin's House or Nanny Plum wind-up the elves in Ben and Holly's Little Kingdom.
"We got the idea from watching parents hand their iPhones to children while they were pushing them along," explains Andrew Kluge, the chief executive at Cosatto, the Bolton-based firm behind the Supa Dupa, right. "This is an innovative way of getting the device into the hood and into position."
That design is now with the patent office, as the 14m-turnover baby equipment manufacturer looks to ensure it can take commercial advantage of its own efforts. Just a few years ago, Kluge probably wouldn't have bothered.
However, next month's introduction of a tax break, known as the patent box, was the tipping point that meant it was worthwhile going through the drawn-out process of protecting the company's ideas.
Once the patent is secured, the "multi-media gadget holder with speaker", will be registered to go in the box and sales will be subject to just 10 per cent corporation tax rather than 23.
First mooted under the Labour government in 2009, the patent box was finally confirmed in last year's Budget. Almost immediately, pharmaceuticals giant GlaxoSmithKline announced it would spend 350m in Cumbria, its first new British manufacturing site in nearly 40 years.
The patent box was geared towards attracting such major employers to remain in the UK or come over for the first time, their research and development investment rewarded by handing over less to the Treasury. British inventors known around the world, …