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 is additional strain than ever today for mom and dad to build beautifully developed nurseries and children’s rooms. With #babynursery possessing extra than 168 million sights on TikTok, from minimalist to mid century modern day and large-stop designer seems, although a child most likely will not don’t forget what their nursery appeared like—social media will. An additional major variable in home furnishings selections for mom and dad appropriate now is finding items that are non-harmful and eco-welcoming.

Nevertheless, one AAPI firm is major the way in both these markets as well as the mass industry sector of baby home furnishings. Million Dollar Baby Co. was founded in 1990 in Los Angeles by Daniel and Maryann Fong and is now led by their children CEO Teddy Fong and CRO Tracy Fong. While it is the mum or dad organization of seven models most notably Nakesake, Babyletto, DaVinci, and Nursery Performs, it proceeds to be a spouse and children-run business.

Motivation To Safer Items

As living a nontoxic (or at the pretty minimum) a lot less harmful life style has turn out to be a precedence for many, specially for dad and mom, Million Greenback Little one Co products are a major go-to for safety at all selling price points. With cribs ranging from beneath $200 from DaVinci to $10000 from Nursery Works—nearly anything the business tends to make is non-poisonous and sustainable.

“Million Dollar Infant Co. has partnered with UL to check products and solutions against the most demanding third-bash chemical emissions requirements via the Greenguard Gold certification program. These stringent scientific tests scan for around 10000 chemical emissions and Volatile Organic Compounds (VOCs),” says Vice President of Brand name Sara Worland.

76 {30865861d187b3c2e200beb8a3ec9b8456840e314f1db0709bac7c430cb25d05} of the item line across the company’s seven makes are Greenguard Gold Accredited. This involves all mattresses, 98 p.c of cribs, and 95 p.c of rockers and gliders. It is also just one of the quite number of firms in the nursery space to have dressers that fulfill UL’s rigid qualifications with 38 p.c of dressers licensed.

Million Dollar Baby Co has also tackled the challenge of foam applied in rockers and gliders, which are some of the most toxic parts of nursery furniture. “We’ve ensured the foam utilized in the seat of all our rockers and gliders meets all CA TB117-2013 flammability needs and are CertiPUR-US qualified. This indicates that the foam is produced without having PBDE or Tris flame retardants, heavy metals like mercury, formaldehyde, CFCs, and phthalates which can cause more pollutants in the property,” describes Worland.

In addition to this, sustainability is a primary priority for the brand name. “All seating solutions attained FSC Certification for their wood frames in late 2021, and we only use the most sustainably sourced woods accessible for cribs and dressers like New Zealand Pine,” says Worland.


Babyletto is arguably Million Dollar Newborn Co’s most nicely-recognised manufacturer. Request any trendy parent with a child at the moment in diapers and there’s a great opportunity if they don’t personal Babyletto’s Hudson, Lolly, or Gelato Cribs, they’re at least witnessed them. These mid century contemporary encouraged minimalist cribs are sold specifically by Babyletto as nicely as at Pottery Barn Young children, Wayfair, and Crate and Barrel. With the minimalist neutral craze at the moment at its peak, most of Babyletto’s prospects are from large towns, primarily in California and New York. While the rate position is regarded as mid-variety, this line is well-liked with celebs together with Meghan Markle, Margot McGee, Heather El Moussa, and Elaine Welteroth.

Instagram and TikTok are major factors at the rear of the brand’s success. “The local community on social media is a large driver for our models simply because it allows us to connect with new and expecting moms and dads directly and uncover insights relating to what is most essential for their nurseries,” claims Worland. “We can also observe developments and design and style information become well-liked in true-time which can manual what fabrics or finishings we must use on impending seating items or cribs. It’s also a terrific opportunity for us to get feed-back on our products and solutions and associate with remarkable written content creators.”

But even these who don’t make conclusions dependent on what influencers write-up gravitate to Babyletto’s aesthetic which include Los Angeles mother Chanel Kenner, who is at this time employing the Lolly 3-in-1 convertible crib in Black/Washed All-natural for her 2nd daughter. “I beloved the design. I appreciate black, white, and neutral shades, specially for household furniture. When I observed this crib and the sheets that arrived with it, I experienced to have it. I acquired the dresser and transforming table, as well, that comprehensive the set.”

When her initially baby graduated from the toddler mattress, Kenner felt considerably “bittersweet” that her Babyletto set would no for a longer period be vital. Thankfully, she grew to become expecting with her second baby shortly thereafter and was fired up to use it once more. “They are so long lasting and continue to definitely on-trend. Furthermore I will constantly like the black/normal wooden seem no matter whether it truly is in design or not. The nursery is essentially the desire eyesight I experienced many years back, but I at last figured out how to make it appear to life.”

Nursery Functions

Nursery Works is the brand’s luxurious line with some of the most showstopping cribs ever generated. This involves the famed Vetro acrylic crib that Kim Kardashian and Beyoncé utilised. The Luma, which is a identical crib with a rather more up to date layout is also well-liked amongst superstars such as Matt Sorum of Guns N Roses. His Palm Springs nursery was highlighted on Architectural Digest in December 2022.

Nursery Works’ most latest start is the head-turning Gradient Crib, which appears extra like modern artwork than toddler furniture. Developed by Matthew Grayson and built in Minnesota, it is manufactured from 100 per cent sound maple hardwood and is just one of the most pricey cribs on the market place priced at $10000.


DaVinci is an very attention-grabbing manufacturer simply because whilst its mass market—the line actually goes over and above the principles in terms of design and style, colours, and styles. Jenny Lind, which was the company’s very first-at any time crib is a wonderful instance of this. Priced underneath $200, it is readily available in a assortment of colours from blush pink to shades of green and black. It looks as if it’s been designed for social media posts, nevertheless it is been in production for extra than 30 many years.

Irrespective of the price, mother and father have discovered DaVinci’s offerings to be nearly shockingly sturdy. Rebecca Bingham, a mother of 7 kids in San Mateo, California tells me. “We originally obtained a DaVinci mini crib for my oldest (now 22) since we ended up lousy and had no place. Back again then you experienced to go to a infant household furniture store. We liked the thought that turned a toddler bed. There was a five-calendar year break amongst our initially two kids. But we passed it all-around to my sisters.”

Soon after using it for two small children, Bingham upgraded to a full-sized crib, in the long run ending up with a few cribs full. “My young children ended up the form that chewed on the rails, that vaulted out of them or climbed into them to pay a visit to young siblings. We necessary sturdy and they are. The nontoxic detail was important mainly because my children always gnawed on the prime rail.”

Million Greenback Little one Co will continue on to grow DaVinci in 2023 with new cribs, a glider, and added products and solutions in the Carter’s By DaVinci line.


Bought underneath the title Million Greenback Baby Traditional for 30 years—Namesake is the brand’s classic line well-liked in the Midwest, Northeast, New England, South, and Southeast.

Though this line was re-named in 2022, 2023 will mark a re-launch with new items and partnerships. Worland clarifies, “We’ve relaunched the Million Greenback Child Vintage brand as Namesake which we are managing as a full new brand with an updated mission statement and brand name values. We did this because Namesake speaks to modern-day mother and father who want a laid-again, snug, and eclectic layout solution in their households. Namesake fills a gap in the current market for a fashionable and regular aesthetic that mom and dad have been looking for.”

Colorado Springs mom, Sasha Watson obtained the 4-In-1 Convertible Crib in January 2021 without the need of knowing something about the manufacturer, but she was enticed by practicality and eco-pleasant element, telling me, “It was best to get the matching dresser and be performed with it.”

The Upcoming Of Million Greenback Toddler Co

Sustainability will go on to play a big function throughout all manufacturers. For instance, Million Dollar Baby Co is in the procedure of transitioning several of the existing linen materials from eco-general performance to Are living-Wise fabric which is waterproof, stain-resistant, and made with recycled fibers soured from plastic drinking water bottles. “Sustainable practices are important from the start out of the source chain method to the second it reaches our consumers,” suggests Worland. Just one example of this is Babyletto’s new GOTS Licensed Organic Muslin Cotton Crib Sheets.

The brand name will also continue on its partnership with FloorFound, which sells unused open up-box and returned merchandise from a assortment of models across most big residence groups. Million Greenback Child Co has its individual branded storefront on the web page presenting pieces Babyletto, DaVinci, and Namesake at a reduced price tag. This is not only a wonderful way to make these items a lot more available to parents on any budget, but it has also retained extra than 12 tons of furniture in circulation and out of landfills.

In addition to new convertible cribs across all strains, Million Greenback Infant will also be introducing extra functions and conveniences to their solutions including device charging ports on new gliders and recliners, which is a terrific advantage most mothers and fathers will certainly value.