One Small Step for Babies, One Giant leap for Brands
Gone are the days when baby products were solely functional. Today, parents seek more than just basic utility; they demand products that seamlessly integrate into their busy lives, products that simplify the daily tasks associated with raising a child.
However, the pursuit of convenience has not come at the expense of safety, and fortunately, leading baby brands are on a mission to make parents’ lives easier by developing products that prioritise convenience, without cutting corners when it comes to safety.
Below, Industry Specialist, Emily showcases some of her preferred brands that are at the forefront of prioritising baby safety.
Stokke, a renowned Norwegian company, has been a global leader in crafting best-in-class solutions for children for over four decades.
Stokke’s guiding principle is always the best interest of the child, with all their products designed to promote child development and nurture stronger family connections. Everything the brand manufactures, from highchairs to cribs, strollers, and carriers, as a testament to their dedication to safety and well-being, with all of their products being ethically made and free from harmful substances.
What truly sets them apart is their Juvenile Products Manufacturers Association (JPMA) certification – an independent seal of approval that speaks volumes about their safety testing.
Before Stokke’s team of experts dive into creating a new product, they take the time to understand children and families, learning more about how their creations will be used and addressing any unique challenges that may arise.
To ensure this, they collaborate with a roster of experts in child development, from developmental psychologists to paediatricians, all working in unison to keep babies and kids safe.
Stokke has also set a remarkable standard for safety with its YoYo pushchair, a product that stands out for its contemporary design that seamlessly marries form and function. The YoYo pushchair’s user-friendly features, such as easy folding and compact storage, reflect Stokke’s dedication to enhancing the parenting experience.
While the YoYo pushchair’s design is undeniably appealing, what truly sets it apart is its commitment to safety. Stokke recognises that style should never come at the expense of a child’s well-being, and they have taken extensive testing measures to ensure that the YoYo pushchair meets and exceeds the global standards for child safety in baby products.
BeSafe, a family-owned Norwegian company, has an interesting history that dates back over 100 years. Originally known for crafting horse saddles since 1919 and car interiors since 1959, BeSafe shifted its focus to child safety in 1963.
A true pioneer, BeSafe introduced the concept of rear-facing car seats in 1989, advocating for children’s safety even when it faced scepticism. Today, rear-facing travel is recognised as five times safer than forward-facing.
BeSafe’s commitment to child safety is evident in its long history of innovations, from pregnancy belts to reclining baby seats, and its collaboration with premium stroller brands like Stokke.
This year, BeSafe’s Stretch B car seat earned a perfect 5-star safety rating in an international car seat test, with high praise from the German automotive association ADAC. The official ADAC tests compile the results of crash, usability, ergonomics, chemical, and cleaning assessments to give a product score. The lower the figure, the better the product has performed. ADAC highlights the Stretch B as a “Very safe child seat, in which children up to about 7 years of age are secured purely rear facing.”
BeSafe’s Stretch B, along with the Stretch model, has consistently performed well in various tests, earning titles like “Test winner” in Norway and Sweden by “Best-i-test.nu,” passing the rigorous Swedish Plus Test, and securing the “Best Car Seat for Safety” award from IndyBest in the UK. Notably, BeSafe’s commitment to sustainability also earned the Stretch B the Baby Innovation GREEN AWARD 2023, cementing its position as a leader in child safety and innovation.
CYBEX offers a diverse range of baby essentials, from car seats and baby carriers to kids’ furniture and pushchairs, and their hallmark is safety that seamlessly blends with urban lifestyles.
At the heart of CYBEX’s brand philosophy is the CYBEX D.S.F. Innovation Principle, a triple-threat strategy that encompasses unique Design, unbeatable Safety, and top-notch Functionality. This approach has not only given rise to award-winning car seats like the rear-facing Sirona but has also earned them an impressive fifteen Red Dot Design Awards. Overall, the brand has received over 500 awards for design, safety, and innovation.
In early 2014, CYBEX joined forces with the German company Goodbaby International Holdings Limited. Goodbaby, headquartered in China, boasts a remarkable legacy of over 25 years in research, development, design, and rigorous testing, backed by their state-of-the-art production facilities. They have set global benchmarks for safety, innovation, design, and manufacturing, making this partnership a match made in heaven for those seeking the very best in safe baby products.
Silver Cross, a British nursery brand, is celebrated worldwide for its safe and aesthetically pleasing baby products. With a legacy spanning over 140 years, the brand has remained committed to upholding the highest standards of safety and craftsmanship, ensuring that infants receive the finest start in life.
Silver Cross takes pride in ensuring the safety and comfort of infants and toddlers by adhering to rigorous safety standards and conducting thorough testing to meet and exceed industry regulations. In 2020, the Silver Cross Dream infant carrier achieved ADAC’s highest ever score when put through their rigorous testing programme.
Silver Cross products adhere to stringent safety regulations, not just in one country but across various global markets. They understand that safety knows no borders, and their compliance with international standards ensures that children worldwide can enjoy their products securely.
In the realm of the baby products industry, a steadfast commitment to safety should not merely serve as a marketing strategy for brands; it should be the very bedrock upon which they build their foundations.
The responsibility to set the gold standard in safety lies firmly on the shoulders of industry leaders such as Stokke, BeSafe, Cybex, and Silver Cross. Whether it involves mitigating potential hazards like choking risks, safeguarding against sharp edges, eliminating the use of any potentially harmful materials, or steering clear of designs that could pose tipping risks, baby brands must leave no stone unturned in ensuring the safety and well-being of your precious little ones.