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best for baby, naturally

Discover the new Body range

Best-selling Products

Sippy Cup V2 Aqua


Spout Bottle 450ml Blue Slate


Sippy Cup V2 Raspberry


Lunch Box - All Blacks


Spout Bottle 600 - All Blacks


Sippy Cup - All Blacks


Disney Minnie Sippy Cup


Disney Winnie The Pooh Sippy Cup

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the story

About us

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.

What makes us unique?

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 in a 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?

Award Winning

We are proud of the more than 65 awards we have won for product design, innovation, business excellence and consumer choice, but the best accolade of all is seeing parents and kids using and loving their essentials. the buzz of spotting fans at cafes, parks, airports, on socials never gets old. we don’t take our family for granted and are as passionate and committed today as we were back in 2007.


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

We design products that help minimise reliance on single use plastics, produce replacement spare parts to help reduce landfill and environmental impact and communicate ways to effectively recycle or upcycle our products.

Whether its reusing your spout cup base on the sippy cup or training cup, or replacing the straws instead of buying a new cup – we make it one of our key design principles to ensure as long a product life for each of our products as possible. it’s about choosing to reuse. always.