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BIBS's starting point was simple, Peggy explains: "BIBS began with dummies, and the idea behind them still guides us: offer choice, because every baby and every family is different, and to make parenting a tiny bit easier." 

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What's shifted over the decades is less the brand's principles than what parents now expect from the products carrying them - "function they can rely on, quality that lasts, and designs that fit their personal style" - and it's that bar BIBS is building their wider range around.

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It's also the filter for what BIBS chooses to make next. Not every category is a fit: "We ask whether a product solves a real problem for parents and whether we can make it better. Expanding the range only makes sense when we have something useful to offer."

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And Scandinavian design, so central to the brand's identity, turns out to be less about aesthetics than it initially sounds (although we at FanFinders personally love the style). "Function comes first, with every detail earning its place," Peggy adds. "A product should feel intuitive in a parent's hand and work well in the middle of a busy day. Good design is ultimately about making daily routines a little easier."

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Entering a crowded UK market with an unfamiliar brand name isn't straightforward, even with a strong product. "The challenge is earning attention and trust in a category where parents already have so many choices," Peggy notes. "A beautiful product may catch someone's eye, but parents also need to know why it might be right for their baby."

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That's where the Your Baby Club partnership has done its work - not as a single campaign, but as a way to meet parents at a collective point where trial, information and discovery can happen together: "Your Baby Club helps us meet expectant and new parents at a relevant point in that journey, combining the chance to try a product with information and repeated opportunities to discover the brand."

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It's also reinforced something BIBS already believed about how parents actually shop for these products. "UK parents have reinforced how much reassurance matters," Peggy says.

"They want to understand the differences between shapes and materials, hear from people they trust and, where possible, let their baby try them. There is no one dummy that every baby will prefer."

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 - which maps directly onto BIBS's own "every baby is different" approach.

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Asked how BIBS judges whether a partnership like this is actually working, the answer goes beyond the dashboard: "The numbers are useful, but I also look at who we are reaching and when. Is this a partner parents trust and turn to for advice? Does the partnership feel like a natural match for BIBS? The best partnerships build on that over time, rather than ending with one activation."

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Asked to make the case in a single line, Peggy puts it plainly: "It helps us introduce BIBS to UK parents when they are actively making choices for their baby, with a chance to connect product trial, useful content, and brand discovery."

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The partnership has already evolved beyond sampling and email, with creator content now bringing BIBS into real parenting moments. Peggy sees each piece playing a distinct role: "Sampling gives parents the chance to try a product, while email gives us more space to explain the choices available. Creator content brings that into real life: it shows how BIBS fits naturally into a family's routine. I particularly like the content that captures those everyday moments without making the product feel like the whole story."

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Looking further ahead, the ambition remains close to where BIBS started: "We want to keep finding ways to make family life a little easier, while staying exciting and sometimes unexpected in what we create. The right partners help us expand that vision - they bring their own understanding of parents, help us see new possibilities and share what BIBS stands for with families we might not otherwise reach."

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Away from the brand, we asked Peggy what doesn't get talked about enough in early parenthood. The answer was fitting:

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 "How hard even a decision about a dummy can feel when you're a new parent. There can be so much advice about what you should do, when what matters most is finding what works for you and your baby. A happy, healthy baby and a family that feels comfortable with its choices should be the priority."

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Read the full case study to see exactly how we're helping brands like BIBS connect with parents when and where it matters most.

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