Executive Briefing
How Lovevery became new parents’ go-to subscription box
A business model that makes sense, to entertain and educate kids — and parents.
By Dan Frommer on Saturday, May 29, 2021 at 8:00 am
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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