Award-winning baby products brand, BabaBing has appointed Propaganda as strategic partners. Propaganda will support BabaBing in shaping a new brand strategy, which will support wider growth strategies.

BabaBing was established in 2005, by three brothers in a spare bedroom manufacturing changing bags for dads as well as mums. BabaBing is now stocked in national retailers including John Lewis, and prides themselves on designing and developing innovative, stylish and practical quality baby products for the everyday parent.

As part of the partnership, Propaganda will be supporting BabaBing in developing a brand strategy to position the business for sustainable growth, in an increasingly challenging business environment. Propaganda’s process will define a unique brand proposition that will shape the future of the brand in an increasingly noisy market.

Jamie Robinson at BabaBing says: “The childcare product sector is developing at a tremendous pace. Right from the start our goal was to be a disrupter in the industry and create a leading range of innovative products at affordable prices. Now is the perfect time to be investing in our future and the development of our brand to keep us ahead of the curve. We believe that Propaganda, and their ability to challenge will support us in driving our brand to the next level.”

Julian Kynaston, Founder of Propaganda adds: “We are proud to be working with BabaBing to create a brand that stands out from the crowd amidst an uncertain environment. We intend to fully harness the incredible ambition and backing of this client to disrupt the market and capitalise on the opportunity for growth. BabaBing are the first amongst three new business acquisitions we are set to announce, all wanting to emerge from covid-19 with a new strategy. There’s no doubt that this period of uncertainty is allowing brands to take a step back and think hard about whether or not they want to return to business as usual.”