the story


When we had the idea for our first baby product back in 2007, we never dreamed we would create one of Australia’s most recognised baby brands. We had a big vision and a solid plan, but the reality is simply put - unreal. We pinch ourselves that we have created a company employing the best people across product design, marketing, sales, finance and operations.
  happy toddler using smock bib and bowl + straw on a high chair
We have taken our Australian ingenuity to over 35 countries and love that we can walk into over 800 stores in Australia and see our ideas on shelf. But what gives us the greatest buzz is seeing parents and kids using and loving our products. It’s why we do what we do.
We know firsthand that becoming a parent is an exciting and at times daunting process. What you need when you leave the house, travelling with kids, starting solids, feeding on the go, storage options, all present little challenges for parents and kids. For these represent opportunities. Opportunities to design products that make parents lives easier and empower kids to be more independent.
toddler drinking out of sippy cup at any angle
What makes unique is the thought we give to design, functionality and aesthetic. We approach product design differently, including parents, retailers and of course kids into our design process. We think about the child and the parent. What do each need from the product and how can we best solve their challenge?
It’s what sparks our most creative ideas and best product innovations and continues to enable us to create products that fill a gap in the market and deliver something truly unique. 
At, we love what we do, and we hope it shows in our products, people and partnerships.
Thank you for sharing your parenting journey with us.
Monique and Dannielle

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