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our design ethos

smarter by design

problem solving and parenting are in our DNA and are at the heart of everything we do here at how can we make your life easier? that's our mission. 

what makes us unique is the thought we give to design, functionality and aesthetic. at we redefine everyday essentials – creating smarter solutions, with a unique twist.

it’s about designing quality products parents can trust and kids love to use. We listen to what our customers want by involving kids and parents in our design process. 

we know becoming and being a parent is a joyful, and at times overwhelming process. what you need when you leave the house, traveling with kids, starting solids, bathing baby, lunchbox solutions...

in trusted hands

how can we help? that is our constant source of inspiration.

what you are chatting about in mommy & me groups, at school during drop off, playdates in the park, the water cooler discussions about those sleepless nights or fussy eaters. some of our best ideas have come from our wider family.

our dedicated team of in-house product gurus start with an idea, then a sketch and go from there. what comes next is a combination of design inspiration, consumer insight, engineering genius and functional realization.

award winning

our products are loved by parents and kids around the world, and we’ve won over 65 awards for product innovation, business excellence and consumer choice along the way. but what gives us the biggest buzz is seeing our products in the hands of parents and kids – making a difference to their day-to-day. that’s the best accolade of all!

let’s choose to reuse

green is more than just a color – it’s at the heart of our design philosophy.

we design products and packaging that help minimize reliance on single-use plastics, produce replacement spare parts to help reduce landfill and environmental impact and communicate ways to effectively recycle or up-cycle our products.

wherever possible we use recyclable materials and design our products for longevity, by thinking about multiple ways the product can be used and repurposed. whether it’s reusing your spout cup base on the sippy cup or training cup or buying replacement straws instead of buying a new cup – it’s about choosing to reuse. always.

memories last a lifetime

we know the days can be long, but the years fly by. as your babies grow, we want to be there for the journey. 

we’d love to hear from you! any great ideas? any problems you need solved? email – we’ll get on the case!