Earlier this year, Tommee Tippee launched its very first collaboration with baby brand Binibamba, which was followed up by a second collaboration with British design firm Morris and Co.
The Morris and Co collaboration took two of Morris’ most famous prints Strawberry Thief and Acanthus and reimagines them as baby essentials.
Sarah Crossley, senior global brand communications manager at Tommee Tippee explains that both its collaborations reinforce its strategy of partnering with brands that “resonate” with the parents of today, despite having very separate identities.
“Binibamba was centred on contemporary lifestyle, comfort and conscious design, while Morris & Co. celebrates timeless British heritage and iconic design.
“Together, they show how we’re evolving the Tommee Tippee brand through partnerships that offer
parents something unique, while staying true to the trusted functionality we’re known for.”
Crossley explains Binibamba was the perfect partner for the brand because it built a following by “combining exceptional quality with distinctive design”.
“We knew this collaboration would allow us to bring together two brands that share a commitment to creating products parents love, while having fun reimagining everyday essentials with a fresh, elevated look.”
Titled ‘Happy Days’, the Binibamba collaboration aims to bring more joy and warmth to everyday moments. Tommee Tippee’s CMF and creative teams worked closely with Binibamba’s founder Emma Grant to create the collection and ensure it reflected both brand’s identities.
The collaboration follows the brands refresh in 2024.
According to Crossley, the refresh wasn’t aimed at introducing a new visual identity, it wanted to “redefine” what modern parenting looked like and reflect the realties of parents today, who are more style-conscious and look for products that fit their lifestyles.
“As that evolution has continued, it felt like the right time to introduce our first-ever brand collaboration,” Crossley says.
“We wanted to partner with a brand that shares our values and connects with the same audience in an authentic way, creating something that feels genuinely meaningful rather than simply transactional. With the Happy Days collection, our ambition is to bring together trusted innovation and a distinctly fashion-forward aesthetic, giving parents products that deliver on both performance and style.”
Crossley believes that the collaboration allows Tommee Tippee to be more creative and create a “new level of desirability” for its products.
“This collaboration reinforces Tommee Tippee’s position as a category leader while signalling a more design-led future for the brand one where parents never have to choose between practicality and beautifully designed products.”
Baby steps
Tommee Tippee had plenty to learn going into this collaboration. As the brands first ever partnership, the team worked in ways it hadn’t previously, developing new processes and aligning teams across different categories.
Crossley points out that the collaborative approach the brand took is what made the partnership so successful.
She says:”Everyone involved shared the same ambition to create something genuinely special, and that cross-category collaboration resulted in a collection we’re incredibly proud of.”
The partnership builds on everything Tommee Tippee has been working on and demonstrates that “functionality and design do not have to be mutually exclusive”.
And like most brand collabs these days, Tommee Tippee used social media to connect with its audiences- parents, especially Gen Z parents.
“For Gen Z, design, authenticity and self-expression matter,” Crossley explains.
“By partnering with Binibamba, we’re reaching a new generation of parents with content and products that feel relevant, design-led and shareable, without compromising on the quality Tommee Tippee is known for.”
Connecting with modern parents
The partnership allows the brand to engage with new consumers. “Rather than simply launching another product range, we’re creating a culturally relevant moment through a partnership with a brand that shares our values around quality, thoughtful design and conscious materials,” she says.
“As our first-ever brand collaboration, it opens up new ways of thinking about product development, retail partnerships and brand storytelling.”
The collaboration also allows the brand to engage with younger consumers. Crossley explains that its approach is centred on “staying close to the needs and behaviours of today’s parents” as its audience evolves and new parents enter the category with new lifestyles, influences and expectations.
She says: “The Tommee Tippee x Binibamba collaboration is a great example of how we’re evolving our brand through partnerships that bring fresh creativity and introduce us to new audiences.
“By combining Tommee Tippee’s trusted expertise in baby care with Binbamba’s distinctive design aesthetic and strong connection with modern parents, we’ve created a collection that feels premium, relevant, and
aligned with the expectations of today’s families.”
“Collaborations like this, alongside engaging campaigns and digital-first storytelling, help us build meaningful connections with the next generation of parents while reinforcing Tommee Tippee’s position as a trusted, modern brand that understands their needs without losing sight of the values that have always
defined us.”
But while it has been building something new, it also remains true to lessons learned in the past. Crossley highlights that “trust is earned through consistently delivering products that solve real problems” and that lesson remains the foundation of every marketing decision the brand makes.
However, she highlights that heritage only has value if things continue to evolve. She says: “Today’s parents expect brands to combine innovation with design, sustainability and authenticity. Our approach is to build on the credibility we’ve established while ensuring the brand remains culturally relevant.”
It therefore wants to make sure it stays innovative, collaborating with “like-minded” firms.
Crossley believes the partnership evolves perceptions of the brand as it showcases a more design-led, contemporary side of the brand.
“It’s an exciting step in broadening our appeal while remaining the brand parents know and trust.”
She says: “More than anything, we want this collaboration to bring a little more joy to everyday parenting while showing that Tommee Tippee continues to evolve alongside the needs and style of modern families.”
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