{"id":17274,"date":"2026-08-13T16:39:54","date_gmt":"2026-08-13T16:39:54","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/tommee-tippees-sally-crossley-on-its-first-ever-brand-collaboration\/"},"modified":"2026-08-13T16:39:54","modified_gmt":"2026-08-13T16:39:54","slug":"tommee-tippees-sally-crossley-on-its-first-ever-brand-collaboration","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/tommee-tippees-sally-crossley-on-its-first-ever-brand-collaboration\/","title":{"rendered":"Tommee Tippee&#8217;s Sally Crossley on its first ever brand collaboration"},"content":{"rendered":"<p> <p><a href=\"https:\/\/dmsretail.com\/online-workshops-list\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-496\" src=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\" alt=\"Retail Online Training\" width=\"729\" height=\"91\" srcset=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png 729w, https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90-300x37.png 300w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/><\/a><\/p><br \/>\n<\/p>\n<div itemprop=\"text\">\n<p>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.<\/p>\n<p>The Morris and Co collaboration took two of Morris\u2019 most famous prints Strawberry Thief and Acanthus and reimagines them as baby essentials.<\/p>\n<p>Sarah Crossley, senior global brand communications manager at Tommee Tippee explains that both its collaborations reinforce its strategy of partnering with brands that \u201cresonate\u201d with the parents of today, despite having very separate identities.<\/p>\n<p>\u201cBinibamba was centred on contemporary lifestyle, comfort and conscious design, while Morris &amp; Co. celebrates timeless British heritage and iconic design.<\/p>\n<p>\u201cTogether, they show how we\u2019re evolving the Tommee Tippee brand through partnerships that offer<br \/>parents something unique, while staying true to the trusted functionality we\u2019re known for.\u201d<\/p>\n<p>Crossley explains Binibamba was the perfect partner for the brand because it built a following by \u201ccombining exceptional quality with distinctive design\u201d.<\/p>\n<p>\u201cWe 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.\u201d<\/p>\n<p>Titled \u2018Happy Days\u2019, the Binibamba collaboration aims to bring more joy and warmth to everyday moments. Tommee Tippee\u2019s CMF and creative teams worked closely with Binibamba\u2019s founder Emma Grant to create the collection and ensure it reflected both brand\u2019s identities.<\/p>\n<p><iframe loading=\"lazy\" title=\"Introducing the Tommee Tippee x BINIBAMBA Limited Edition Collection\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/N9gapJ2H0o4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>The collaboration follows the brands refresh in 2024.<\/p>\n<p>According to Crossley, the refresh wasn\u2019t aimed at introducing a new visual identity, it wanted to \u201credefine\u201d 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.<\/p>\n<p>\u201cAs that evolution has continued, it felt like the right time to introduce our first-ever brand collaboration,\u201d Crossley says.<\/p>\n<p>\u201cWe 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.\u201d<\/p>\n<p>Crossley believes that the collaboration allows Tommee Tippee to be more creative and create a \u201cnew level of desirability\u201d for its products.<\/p>\n<p>\u201cThis collaboration reinforces Tommee Tippee\u2019s 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.\u201d<\/p>\n<h6>Baby steps<\/h6>\n<p>Tommee Tippee had plenty to learn going into this collaboration. As the brands first ever partnership, the team worked in ways it hadn\u2019t previously, developing new processes and aligning teams across different categories.<\/p>\n<p>Crossley points out that the collaborative approach the brand took is what made the partnership so successful.<\/p>\n<p>She says:\u201dEveryone involved shared the same ambition to create something genuinely special, and that cross-category collaboration resulted in a collection we\u2019re incredibly proud of.\u201d<\/p>\n<p>The partnership builds on everything Tommee Tippee has been working on and demonstrates that \u201cfunctionality and design do not have to be mutually exclusive\u201d.<\/p>\n<p>And like most brand collabs these days, Tommee Tippee used social media to connect with its audiences- parents, especially Gen Z parents.<\/p>\n<p>\u201cFor Gen Z, design, authenticity and self-expression matter,\u201d Crossley explains.<\/p>\n<p>\u201cBy partnering with Binibamba, we\u2019re 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.\u201d<\/p>\n<h6>Connecting with modern parents<\/h6>\n<p>The partnership allows the brand to engage with new consumers. \u201cRather than simply launching another product range, we\u2019re creating a culturally relevant moment through a partnership with a brand that shares our values around quality, thoughtful design and conscious materials,\u201d she says.<\/p>\n<p>\u201cAs our first-ever brand collaboration, it opens up new ways of thinking about product development, retail partnerships and brand storytelling.\u201d<\/p>\n<p>The collaboration also allows the brand to engage with younger consumers. Crossley explains that its approach is centred on \u201cstaying close to the needs and behaviours of today\u2019s parents\u201d as its audience evolves and new parents enter the category with new lifestyles, influences and expectations.<\/p>\n<p>She says: \u201cThe Tommee Tippee x Binibamba collaboration is a great example of how we\u2019re evolving our brand through partnerships that bring fresh creativity and introduce us to new audiences.<\/p>\n<p>\u201cBy combining Tommee Tippee\u2019s trusted expertise in baby care with Binbamba\u2019s distinctive design aesthetic and strong connection with modern parents, we\u2019ve created a collection that feels premium, relevant, and<br \/>aligned with the expectations of today\u2019s families.\u201d<\/p>\n<p>\u201cCollaborations like this, alongside engaging campaigns and digital-first storytelling, help us build meaningful connections with the next generation of parents while reinforcing Tommee Tippee\u2019s position as a trusted, modern brand that understands their needs without losing sight of the values that have always<br \/>defined us.\u201d<\/p>\n<figure id=\"attachment_210251\" aria-describedby=\"caption-attachment-210251\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-210251 size-large\" src=\"https:\/\/www.retailgazette.co.uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-13-at-16.22.13-1024x532.png\" alt=\"\" width=\"1024\" height=\"532\" srcset=\"https:\/\/www.retailgazette.co.uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-13-at-16.22.13-1024x532.png 1024w, https:\/\/www.retailgazette.co.uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-13-at-16.22.13-300x156.png 300w, https:\/\/www.retailgazette.co.uk\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-13-at-16.22.13.png 1870w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><figcaption id=\"caption-attachment-210251\" class=\"wp-caption-text\">The collection was designed with prints that pop, colours that lift the mood but mostly smart details that \u201cmake a difference\u201d<\/figcaption><\/figure>\n<p>But while it has been building something new, it also remains true to lessons learned in the past. Crossley highlights that \u201ctrust is earned through consistently delivering products that solve real problems\u201d and that lesson remains the foundation of every marketing decision the brand makes.<\/p>\n<p>However, she highlights that heritage only has value if things continue to evolve. She says: \u201cToday\u2019s parents expect\u00a0 brands to combine innovation with design, sustainability and authenticity. Our approach is to build on the credibility we\u2019ve established while ensuring the brand remains culturally relevant.\u201d<\/p>\n<p>It therefore wants to make sure it stays innovative, collaborating with \u201clike-minded\u201d firms.<\/p>\n<p>Crossley believes the partnership evolves perceptions of the brand as it showcases a more design-led, contemporary side of the brand.<\/p>\n<p>\u201cIt\u2019s an exciting step in broadening our appeal while remaining the brand parents know and trust.\u201d<\/p>\n<p>She says: \u201cMore 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.\u201d<\/p>\n<p><em><strong>Click here to sign up to Retail Gazette\u2018s free daily email newsletter<\/strong><\/em><\/p>\n<p><!-- AddThis Advanced Settings above via filter on the_content --><!-- AddThis Advanced Settings below via filter on the_content --><!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons above via filter on the_content --><!-- AddThis Share Buttons below via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content --><\/div>\n<p><p><a href=\"https:\/\/dmsretail.com\/online-workshops-list\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-496\" src=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\" alt=\"Retail Online Training\" width=\"729\" height=\"91\" srcset=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png 729w, https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90-300x37.png 300w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/><\/a><\/p><br \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":17275,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":["post-17274","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-magazines"],"_links":{"self":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/17274","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/comments?post=17274"}],"version-history":[{"count":0,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/17274\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media\/17275"}],"wp:attachment":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media?parent=17274"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/categories?post=17274"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/tags?post=17274"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}