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Product Principles

We pay attention to the baby's perspective and parents' lifestyle priorities in our product development. This process is guided by the principles of child development, health and safety, the natural world, and functionality. Through ongoing research we continually improve our materials and processes. Based on many years of experience, we offer educational information and a range of healthy choices of quality, fun designs that are convenient and affordable. Each product has icons on its packaging to represent these principles.

Boy smelling flowers

Child Development encourages whole learning. Our products support babies' healthy physical, emotional, and mental growth and development. We offer age-appropriate features needed to support the different stages from newborn to three years old. Our Pathways of Whole Learning stimulate babies with seven different kinds of developmental learning experiences.

  • Sensory: stimulates baby's sense of touch, vision, hearing, smell, or taste.

  • Movement: develops baby's gross motor, fine motor, and spatial awareness.

  • Interactive: builds baby's awareness of self and others.

  • Communication: supports baby's verbal and nonverbal language development.

  • Cognitive: stimulates baby's curiosity, memory, and problem solving.

  • Creative: encourages baby's exploration through imagination, art, and music.

  • Naturalist: enhances baby's connection with nature.

Health & Safety ensures quality through research and testing in design and safer materials. We believe that it is our responsibility to monitor quality standards. For over 30 years we have placed importance on using natural materials, as well as avoiding potentially harmful substances in all of our products.

  • UPF 50+: Fabric sun protection rating offering the highest possible protection blocking 97.5-99+% of UV radiation.

  • 100% UVA/UVB: protects baby’s eyes by blocking 100% of UVA & UVB radiation.

  • Hypoallergenic: made from materials to minimize the risk of an allergic reaction.

  • Non-petroleum material: made from safer materials, such glass, silicone, or organic cotton, to prevent leaching chemicals and additives commonly found in petro-plastics.

  • Without BPA: made without the use of toxic resins to protect against hazardous developmental effects.

  • Without BPA/BPS: made without the use of toxic resins to protect against hazardous developmental effects.

  • Without BPA/BPS/BPF: made without the use of these hormone-disrupting additives.

  • Without PVC: made without the use of PVC, which can leach lead, phthalates, and other harmful additives.

  • Without azo dyes: made without the use of carcinogenic or allergenic dyes that can cause harmful health effects.

  • Water-based paints: made without the use of harmful petroleum-based solvents.

  • Without formaldehyde: made without the use of a known carcinogen, formaldehyde, which can also cause respiratory or skin irritation.

  • Without melamine: made without the use of melamine that can leach chemicals when heated or stressed.

  • Sprouted: activates enzymes that convert the grain or bean to a bioavailable state for easier digestion and nutrient absorption.

  • Gluten free: made without the use of gluten ingredients for easier digestion.

  • Vegan: made without the use of animal products.

The Natural World considers maximizing the life cycle of our products and minimizing their environmental impact. As much as possible, we strive to source materials that are renewable, recycled, or recyclable for our products.

  • Reusable:intended for repeat use to be more economical and create less waste.

  • Interchangeable: parts are made to fit among a product program to help transition as baby grows and offer convenience for parents.

  • Grow with Baby: designed to transition as baby grows and develops to maximize the product lifespan & minimize environmental impact.

  • Organic: made without the use of toxic synthetic chemicals.

  • Plant-based: made using plant materials, rather than synthetic petroleum resins.

  • Sustainably harvested: made with low environmental impact to ensure the preservation of ecological integrity.

  • Renewable resource: made from naturally reoccurring substances to minimize the use of fossil fuels and other nonrenewable resources.

  • USA-grown: grown and harvested within the United States of America.

Function offers practical comfort for babies and convenience for parents. Our products are designed to be fundamentally useful and effective with multiple, unique functions.

  • Reversible: made to offer two colors or patterns by wearing either surface on the outside.

  • Waterproof material: made to prevent most water from entering or passing through.

  • Absorbent: made with a porous material to easily soak up liquids.

  • Stackable: made to be arranged in a stack for convenient storage and easy travel.

  • Breathable: made to provide air contact with the skin to prevent and aid perspiration.

  • Lightweight: made with light material to allow freedom of movement and comfortability.

  • Wick away: made to draw moisture away from the skin to maintain comfortability.

  • Water-friendly: made to be utilized in and out of the water for ultimate protection.

  • Easy clean: made to be sanitized without difficulty to save time and energy.

  • Machine-washable: made to be cleaned in a washing machine without being damaged, or causing damage.

  • Pre-washed: laundered before sale to ensure softness of fabric for every use.

  • Dishwasher-safe: made to be cleaned in a dishwasher without being damaged, or causing damage.

  • Sterilizer-safe: made to be sterilized without being damaged, or causing damage.