Executive Briefing

How Lovevery became new parents’ go-to subscription box

A business model that makes sense, to entertain and educate kids — and parents.

Lovevery Play Kit
Photos courtesy Lovevery

Contributor Jenni Avins writes:

After a newborn has survived their first few months (yay!) of eating, sleeping, and pooping aided by essentials often purchased through a baby registry — bottles, bassinets, diapers, etc. — parents are faced with a sometimes unforeseen question. What do we actually do with this baby?

When a fellow mom in a Telegram group of more than 100 of us (mostly in Los Angeles) posed this query recently, a single brand was namechecked multiple times: Lovevery.

The Boise, Idaho-based toymaker enjoys fierce loyalty amongst its customers, by offering toys designed to aid babies’ cognitive and physical development — and lightly holding parents’ hands throughout the process. It doesn’t hurt that the products, made of materials including sustainably harvested wood and organic cotton in happy, painterly tones, look nice in well-designed homes (and on Instagram).

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

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