Whether on foot, in the car or on a plane, problem-solving innovation in baby carriers, car seats and strollers support parents’ active lifestyles. From ingenious buggies that transform into carry-on luggage, to travel cots that help babies adjust to unfamiliar surroundings, it’s all about safety, comfort and longevity.

Biomimetic bottles, smart pumps and time-saving accessories streamline breast- and formula feeding. And when the weaning journey begins, brands are ready with an array of design-led highchairs and feeding accessories that blend seamlessly into homes and last a lifetime.

With newborns typically sleeping 16-18 hours a day, and infants requiring 12-16 hours (Sleep Foundation, 2024), getting the right baby sleep products is essential. From convertible cots to smart sensors, responsive rockers to sensory sound and light machines, brand innovation is rife. Even the humble pacifier has received a refresh.

An essential, yet often uninspiring category for consumers, baby baths, changing accessories and diaper bags have received a long-overdue glow-up, thanks to tactile materials and contemporary colour and pattern.

Creating beautiful products with sophisticated colours and patterns will appeal to parents and babies alike – the latter naturally drawn to high-contrast imagery. Key design motifs for parents include busy florals, bold stripes and striking animal prints, while sugary pastels and indigo denim offer contemporary appeal.