SM chats to… Annika Sander-Löfmark of BabyBjörn

BabyBjörn is a hero brand that has been pushing the boundaries and creating fantastic products for decades. Since the 60s the Jakobson family business has grown into an empire and more to the point a household name for parents – albeit an often mispronounced one!

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We put some of our questions to Head of PR, Annika Sander-Löfmark…

SM: We ADORE the look of the new Ice Cream collection – how did the concept for this range come about? 

Annika Sander-LöfmarkThe Bouncer and BabyBjörn One carrier are firm favourites of parents all over the world, and we wanted to bring a fresh look to the collection this summer in partnership with John Lewis. We have absolutely brilliant designers and art directors, we produce all our own shoots and always try and make everything perfect- we couldn’t get the right shade of pink for the Dad’s suit, so the stylist literally painted it the exact shade! We work with scan and style trends to inspire us too.

SM: Any plans to bring back any of the original 60s or 70s designs ?

Annika Sander-LöfmarkPeople often ask us about limited edition collections we have run, and we actually did bring some of these back for the 50th anniversary in 2012, so you never know…

SM: The baby carriers have become the ‘must have’ accessory for the modern Dad (despite some backlash in the 80s), was this always one of the intentions behind the product?

Annika Sander-LöfmarkYes, Dads are very important for us and that they should feel comfortable using it. It has to suit both parents, function-wise and design-wise. Our first carrier, was featured in Harper’s Bazaar and was a navy blue, as the photography was in black and white it looked like the carrier was black – people were drawn to the unisex design and because of all the requests we received we made a black carrier which Dads love, and this has been a firm favourite ever since. Shortlist magazine, also once described our carrier as looking like “Batman’s armour” which we thought was a fantastic comparison for Dads.

SM: The acclaimed BabyBjörn highchair makes the bold decision not to have harnesses or straps, did you find parents needed some convincing that it was safe when the product was launched?

Annika Sander-Löfmark: Yes but we are used to introducing new solutions that didn’t exist before. The BabyBjörn Highchair has won prestigious awards all over the world and the reviews from parents about the product speak for themselves. The highchair took over 10 years from prototype to finished product, as we wanted to be certain that it could be the product that parents and babies could trust, most accidents in the home come from highchairs and babies cannot move or fall out of the BabyBjörn Highchair, and the angle of the legs mean here is no risk of them pushing their feet against a table and pushing themselves over either.

SM: Is there any difference between the One and the We design apart from the outward facing carry option? 

Annika Sander-LöfmarkThe One and the We are both a new generation of carrier, designed with the perfect ergonomics to carry children up to 3 years, the original and miracle carriers are still loved by parents for young babies, but many parents are now carrying their babies for longer so these new carriers accommodate this. As well as the outward facing option the One carrier can be opened on both sides so you can lie children down flat when taking them out. The We carrier, is a more simple, affordable carrier, which allows for inward and back carrying. Both are simple to put on and supportive for parents back and lumbar, as well as providing a comfortable seat for babies to travel, and to be part of the conversation, close to their mum or dad’s heart.

SM: As a family owned business, have there been any products that have personally stood out as favourites for any of the Jakobson generations of children?

Annika Sander-LöfmarkThe Jakobsons have been using and developing all the products and improve them all with time with the help of medical professionals all over the world. If they are not happy with it they change it. But they have of course a special relationship to the Bouncer and the Baby Carriers which have proved to make so many families so happy. When Björn developed the first carrier and carried his daughter in it, he said the bond it created was like floating on a cloud, and many parents have now experienced this.

SM: If our readers were to buy just one BabyBjörn product, which would you suggest?

Annika Sander-LöfmarkI would have to say the BabyBjörn Bouncer Balance Soft, such a life saver, we know so many mums that wouldn’t have been able to have a shower without it.

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