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This segment promises brighter days ahead, but is shaped by myriad factors such as natural ingredients, evolving gender sensibilities and a greater cultural awareness of pregnancy-related issues. 

What’s Hot

“The baby category has become more ‘green’ with many health and environmentally conscious products entering the market. From certified organic, sustainably sourced baby clothing to BPA-free, chemical-free toys, there are a lot of happy Mommies,” explained Bonnie Marcus, president, Bonnie Marcus Collection. “Along these lines, natural colors and soft pastels continue to prevail. From traditional pinks and blues, to creams, greens, and yellows, the baby color palette follows the path of nature.” 

Culturally, the mental and emotional well-being of expectant mothers and their babies have assumed a new importance, pointed out Christy Asper of Paper Baristas. “We love that! This concept lends itself to aesthetics that bring us back to nature and colors that destress. We want products in our home that matter and are sustainable. (For) greeting cards, we stick to neutral colors and naturally handmade upcycled paper.” 

Also Look For

A sense of going back to basics, Marcus added. “With all of the technology (in) our world today, it’s refreshing that baby designs continue to center around nature and the environment. From magical elements like the sun, moon, clouds, stars, unicorns and rainbows to beautiful animals like deer, rabbits, sheep, birds, bees and butterflies, Mother Nature continues to lead.” 

Tried and True

Think of the natural wonders that capture a baby’s gaze, then double them, finished Marcus. “We enjoy incorporating animals into our baby shower and birthday party collections, (including) party favors and candy as well. Also, our floral designs continue to be very popular on our calendars and planners, in addition to our party-related products.” 

Maker Quote

“Honestly, I am inspired by life. The beauty and reality of it. We started creating greeting cards because a non-profit approached us about creating cards to give to mothers that just lost a baby. This was dear to me in so many ways — we lost a baby ourselves. We still create cards for the many mothers who are struggling with infertility and loss. Especially as we dive into mental health in the 2020s, this is such an important category for us to make space for.” — Christy Asper, Paper Baristas

Crafty Paper Co. 

Designer Greetings 

E. Frances Paper 

Eco-Kids

Bonnie Marcus Collection

Modern Printed Matter 

Mud Pie 

Sapling 

Kwohtations 

DEMDACO

Chewbeads