In addition to the baby carrier, several of our other products that are still in our assortment to this day were launched in the 1970s, such as the BABYBJÖRN Bib and the BABYBJÖRN Safe Step.


We encourage fathers to be involved and bond with their children, and our baby carriers have always been intended for use by both parents. However, our ads with dads carrying their children in baby carriers elicited shocked reactions in some countries.


Fashion magazine Harper's Bazaar published a picture where the model is wearing our blue baby carrier. Since the photo was in black and white, the blue baby carrier appeared to be black. The newspaper was soon swamped with calls from readers wondering where they could buy the black baby carrier. As a result of this, Lillemor Jakobson, BabyBjörn's Head Designer, decided to develop our first black baby carrier.


An early version of the travel crib from the 1960s made a return to our assortment in a new and significantly lighter version, called Travel Crib Light.

We also added several new baby carrier models to our assortment.


In 2010, we launched two new products with a strong focus on safety; BABYBJÖRN Cradle and BABYBJÖRN High Chair. In 2013, we launched a new and long-awaited baby carrier model that made it possible to carry children on your back – Baby Carrier One – which is suitable for use from birth all the way to three years.