Our Mission

To Create Smartly-Designed Products for Happy Parenting.

We design smartly, we have fun, and we’re overjoyed when an idea evolves full circle; into a product loved & used daily by parents, like you, everywhere.

Our Positioning

Mid-to-best-at-mass with strong value perception.

Safety

We’ve always put safety first and use harm-free materials in all of our products.  We’ve been innovating and inventing for decades, always putting the health and happiness of our little customers above all.  Our product design team is professionally trained and educated in babywearing techniques. Even the smallest details of their designs are done so thoughtfully, with a superior experience for families as their inspiration.

Our products are 100% tested and certified according to National & International Toys Directives to meet the standards of American Society for Testing and Materials (ASTM), the Consumer Product Safety Commission (CPSC), the European EN-71 (CE) standard endorsed by independent 3rd party agencies, and recognized laboratories such as SGS, ITS, UL and BV. All of our manufacturers are ISO9000 certified.