Celebrating unique parenthood journeys — the new BabyBjörn print is here

Iconic Swedish baby product brand BabyBjörn has a long history of drawing inspiration from Scandinavian nature when creating new designs. This time, the inspiration resulted in a stylish, handcrafted print with soft shapes and lines. The print celebrates the unique landscapes of parenthood, a timely theme in a more diverse world where individuality influences parenting styles. The print is available in soft cotton for the BabyBjörn bestsellers Baby Carrier Mini and Baby Bouncer Bliss.

The new BabyBjörn print has been created by hand, placing colored pieces of paper carefully together to form a unique design with soft shapes and lines. The design team has taken inspiration from the diversity found in Scandinavian nature and how it is in constant transformation—much like the ever-changing experience that is parenthood.

The print has a beautiful neutral Khaki/Green palette and adds a new updated look to the popular BabyBjörn classics Baby Carrier Mini and Baby Bouncer Bliss. BabyBjörn describes the new print as a celebration of the unique landscapes of parenthood. To further enhance this, the print is used in a way that makes all products unique since no two products will look exactly the same.

“Our new print is inspired by Scandinavian nature. Nature’s way of creating space for diversity and change encouraged us to create a visual story about individuality and transformation. Every parenthood journey is unique and in constant change. We wanted to create a print that celebrates this,” says Anna Björk, Head of Design.

The new print sends a deeper affirmative message about individuality and diversity. Diverse societies make us aware of cultural or other differences related to parenting. Parents from different backgrounds form online communities and seek advice from each other, while opinion leaders in social media create exchanges that remind us of both similarities and differences. There is a movement drifting away from universal truths and heading toward individualism. Add to that a new generation of parents who are strong advocates of individual expression, with parenting being an integrated part of their identity. For a global brand like BabyBjörn, with customers in more than 50 markets across the world, being inspired by these trends and creating products that respond to them are a natural part of product design. The company designs products that have been an integral part of an impressive variety of cultural contexts, family constellations, and parenting styles across the world for decades.

Baby Carrier Mini and Baby Bouncer Bliss are available in the new Khaki/Green print from May 3rd , 2023. Consumers can buy it in BabyBjörn’s online store and at retailers.

About Baby Carrier Mini

BabyBjörn Baby Carrier Mini is ergonomic, easy to use, safe and comfortable. It is suitable as the first baby carrier for newborns and up to 12 months.

About Baby Bouncer Bliss

BabyBjörn Baby Bouncer Bliss has gentle natural rocking and an ergonomic design with proper head and back support. It is easy to fold, clean and move around.