Feature Articles: Behind The Brand

Alpha Industries sets the standard as a leader in cutting-edge apparel design. From flight decks to civilian sidewalks, Alpha stands on the frontlines of quality and fashion. Alpha is tried, tested and proven, and will remain part of the American culture. A youthful twist on that fashion history and tradition has now been brought to the children’s market under the Alpha Kids tag. Danielle Nestor, Director of Design and Marketing for Alpha Industries’ Kids Division, shares with us a Behind The Brand look at both its 50-plus year worldwide legacy and the birth of its newest creation, Alpha Kids.

Mommy Toolbox was launched by Mary Kay Holms in the Fall of 2008 after several years of watching her friends use less than ideal tools to attach things to strollers. She says, “I’m always looking for ways to make life easier and being able to strap things onto a stroller or your body leaves your hands free to take care of the kids.” Inspired to help other parents, she created the convenient Carabean clip. Mary Kay, based in Los Angels, gives us a “Behind the Brand” look at the tools of her trade and how she crafted her handy dandy company.

Here’s a sweet success story, inspired by both the fond childhood memories of a friend, and the wallabies who carry their young in a front-facing pouch! Eric says, “The same night we decided on the name myWallaby, we learned that Miriam was pregnant!” Miriam continues, “Given the ever-expanding shape of my belly during the months that myWallaby started to take shape, we can’t help but think that my growing belly was at least in part some inspiration for the myWallaby pouch!” Eric and Myriam share with The Giggle Guide^® how it all began and how their myWallaby Agile Doll Carrier has grown, along with their daughter.

Just as bad can mean “good,” and hot mean “cool,” the same formula holds true for Icky Products, as this brand connotes cute, comfortable, and clever children’s products. A mess of great stuff for babies and toddlers! Kate Somerset, the founder of Icky Products, may have first been inspired to produce products that helped with the “icky” aspects of child rearing, but over the years the brand has grown to be known for its quality, craftsmanship, clean designs and class. Kate shares with The Giggle Guide^® how Icky started and what Icky means today.