Here’s Why Million Dollar Baby Co Is Leading The Non-Toxic Children’s Furniture Market

Here’s Why Million Dollar Baby Co Is Leading The Non-Toxic Children’s Furniture Market

There’s extra stress than ever right this moment for fogeys to create fantastically designed nurseries and youngsters’s rooms. With #babynursery having greater than 168 million views on TikTok, from minimalist to mid century fashionable and high-end designer seems, whereas a child probably received’t keep in mind what their nursery appeared like—social media will. One other large think about furnishings selections for fogeys proper now’s discovering items which can be non-toxic and eco-friendly.

Nevertheless, one AAPI firm is main the way in which in each these markets in addition to the mass market sector of child furnishings. Million Greenback Child Co. was based in 1990 in Los Angeles by Daniel and Maryann Fong and is now led by their youngsters CEO Teddy Fong and CRO Tracy Fong. Though it’s the mother or father firm of seven manufacturers most notably Nakesake, Babyletto, DaVinci, and Nursery Works, it continues to be a family-run enterprise.

Dedication To Safer Merchandise

As residing a unhazardous (or on the very least) much less poisonous life-style has change into a precedence for a lot of, significantly for fogeys, Million Greenback Child Co merchandise are a significant go-to for security in any respect worth factors. With cribs starting from below $200 from DaVinci to $10000 from Nursery Works—almost every thing the corporate makes is non-toxic and sustainable.

“Million Greenback Child Co. has partnered with UL to check merchandise towards probably the most rigorous third-party chemical emissions requirements by means of the Greenguard Gold certification program. These stringent scientific exams scan for over 10000 chemical emissions and Unstable Natural Compounds (VOCs),” says Vice President of Model Sara Worland.

76 % of the product line throughout the corporate’s seven manufacturers are Greenguard Gold Licensed. This consists of all mattresses, 98 % of cribs, and 95 % of rockers and gliders. It’s also one of many only a few firms within the nursery house to have dressers that meet UL’s strict {qualifications} with 38 % of dressers licensed.

Million Greenback Child Co has additionally addressed the difficulty of froth utilized in rockers and gliders, that are a few of the most poisonous elements of nursery furnishings. “We’ve ensured the froth used within the seat of all our rockers and gliders meets all CA TB117-2013 flammability necessities and are CertiPUR-US licensed. Which means that the froth is made with out PBDE or Tris flame retardants, heavy metals like mercury, formaldehyde, CFCs, and phthalates which might trigger further pollution within the house,” explains Worland.

Along with this, sustainability is a essential precedence for the model. “All seating choices achieved FSC Certification for his or her picket frames in late 2021, and we solely use probably the most sustainably sourced woods accessible for cribs and dressers like New Zealand Pine,” says Worland.


Babyletto is arguably Million Greenback Child Co’s most well-known model. Ask any fashionable mother or father with a toddler at present in diapers and there’s a superb likelihood in the event that they don’t personal Babyletto’s Hudson, Lolly, or Gelato Cribs, they’re at the very least seen them. These mid century fashionable impressed minimalist cribs are offered immediately by means of Babyletto in addition to at Pottery Barn Youngsters, Wayfair, and Crate and Barrel. With the minimalist impartial development at present at its peak, most of Babyletto’s prospects are from giant cities, particularly in California and New York. Whereas the worth level is taken into account mid-range, this line is fashionable with celebrities together with Meghan Markle, Margot McGee, Heather El Moussa, and Elaine Welteroth.

Instagram and TikTok are large causes behind the model’s success. “The group on social media is an enormous driver for our manufacturers as a result of it permits us to attach with new and anticipating dad and mom immediately and uncover insights relating to what’s most vital for his or her nurseries,” says Worland. “We will additionally watch tendencies and elegance recommendation change into fashionable in real-time which might information what materials or finishings we should always use on upcoming seating objects or cribs. It’s additionally an awesome alternative for us to obtain suggestions on our merchandise and accomplice with unbelievable content material creators.”

However even those that don’t make selections primarily based on what influencers submit gravitate in the direction of Babyletto’s aesthetic together with Los Angeles mother Chanel Kenner, who’s at present utilizing the Lolly 3-in-1 convertible crib in Black/Washed Pure for her second daughter. “I liked the model. I like black, white, and impartial colours, particularly for furnishings. Once I noticed this crib and the sheets that got here with it, I needed to have it. I acquired the dresser and altering desk, too, that full the set.”

When her first youngster graduated from the toddler mattress, Kenner felt considerably “bittersweet” that her Babyletto set would now not be mandatory. Thankfully, she turned pregnant together with her second youngster shortly thereafter and was excited to make use of it once more. “They’re so sturdy and nonetheless actually on-trend. Plus I’ll all the time love the black/pure wooden look whether or not it is in model or not. The nursery is definitely the dream imaginative and prescient I had years in the past, however I lastly discovered the way to make it come to life.”

Nursery Works

Nursery Works is the model’s luxurious line with a few of the most showstopping cribs ever produced. This consists of the famed Vetro acrylic crib that Kim Kardashian and Beyoncé used. The Luma, which is the same crib with a considerably extra up to date design can also be fashionable amongst celebrities together with Matt Sorum of Weapons N Roses. His Palm Springs nursery was featured on Architectural Digest in December 2022.

Nursery Works’ most present launch is the head-turning Gradient Crib, which seems extra like fashionable artwork than child furnishings. Designed by Matthew Grayson and made in Minnesota, it’s constituted of one hundred pc strong maple hardwood and is without doubt one of the costliest cribs available on the market priced at $10000.


DaVinci is an extremely fascinating model as a result of though its mass market—the road actually goes past the fundamentals by way of design, colours, and kinds. Jenny Lind, which was the corporate’s first-ever crib is a good instance of this. Priced below $200, it’s accessible in a wide range of colours from blush pink to shades of inexperienced and black. It seems as if it has been designed for social media posts, but it’s been in manufacturing for greater than 30 years.

Regardless of the worth, dad and mom have discovered DaVinci’s choices to be nearly shockingly sturdy. Rebecca Bingham, a mom of seven youngsters in San Mateo, California tells me. “We initially acquired a DaVinci mini crib for my oldest (now 22) as a result of we have been poor and had no house. Again you then needed to go to a child furnishings retailer. We preferred the concept that turned a toddler mattress. There was a five-year break between our first two children. However we handed it round to my sisters.”

After utilizing it for 2 youngsters, Bingham upgraded to a full-sized crib, finally ending up with three cribs whole. “My children have been the type that chewed on the rails, that vaulted out of them or climbed into them to go to youthful siblings. We wanted sturdy and they’re. The unhazardous factor was vital as a result of my children all the time gnawed on the highest rail.”

Million Greenback Child Co will proceed to develop DaVinci in 2023 with new cribs, a glider, and extra merchandise within the Carter’s By DaVinci line.


Bought below the identify Million Greenback Child Basic for 30 years—Namesake is the model’s conventional line fashionable within the Midwest, Northeast, New England, South, and Southeast.

Whereas this line was re-named in 2022, 2023 will mark a re-launch with new merchandise and partnerships. Worland explains, “We’ve relaunched the Million Greenback Child Basic model as Namesake which we’re treating as a complete new model with an up to date mission assertion and model values. We did this as a result of Namesake speaks to fashionable dad and mom who need a laid-back, snug, and eclectic design strategy of their houses. Namesake fills a spot out there for a contemporary and conventional aesthetic that folks have been trying to find.”

Colorado Springs mother, Sasha Watson bought the 4-In-1 Convertible Crib in January 2021 with out understanding something concerning the model, however she was enticed by practicality and eco-friendly issue, telling me, “It was best to get the matching dresser and be accomplished with it.”

The Future Of Million Greenback Child Co

Sustainability will proceed to play a significant function throughout all manufacturers. For instance, Million Greenback Child Co is within the strategy of transitioning lots of the present linen materials from eco-performance to Dwell-Good material which is waterproof, stain-resistant, and made with recycled fibers soured from plastic water bottles. “Sustainable practices are mandatory from the beginning of the availability chain course of to the second it reaches our prospects,” says Worland. One instance of that is Babyletto’s new GOTS Licensed Natural Muslin Cotton Crib Sheets.

The model can even proceed its partnership with FloorFound, which sells unused open-box and returned merchandise from a wide range of manufacturers throughout most main house classes. Million Greenback Child Co has its personal branded storefront on the location providing items Babyletto, DaVinci, and Namesake at a diminished worth. This isn’t solely a good way to make these merchandise extra accessible to oldsters on any funds, nevertheless it has additionally saved greater than 12 tons of furnishings in circulation and out of landfills.

Along with new convertible cribs throughout all traces, Million Greenback Child can even be including further options and conveniences to their merchandise together with gadget charging ports on new gliders and recliners, which is a good comfort most dad and mom will certainly respect.

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