TALK
CLASSIC CHILDREN’S COMPANY BABYBJÖRN CELEBRATES 50 YEARS
could not market a baby product without the advice of pediatricians. It’s
with the result so the design team started over from the beginning.
also been important that we started working with testing institutes early.
“There are too many accidents with high chairs,” he adds.
These things helped make it a strong trademark,” he says.
Still a family business, Jakobson remains at the helm, while two
Despite the proliferation of carriers and baby products on the mar-
of his children rotate on the Board of Advisors. Although maga-
ket over the past decade, Jakobson stresses the importance of having
zines like Harper’s Bazaar and celebrities like Madonna catapulted
experience in the children’s industry and product development. He
BabyBjörn into the common consciousness, he says it was the slow
notes that it’s taken his firm nearly 10 years to perfect the high chair
and methodical product development that made all the difference.
BabyBjörn is launching at the ABC Kids Expo this month. After five
Looking toward the future of the brand, Jakobson says, “I just hope
years of developing the product, Jakobson says he still wasn’t happy
that we can remember all of the lessons we learned in the last 50 years.” SEPTEMBER 2011 • EARNSHAWS.COM 25