Taking a closer look at Baby Bjorn - creators of safe and comfortable baby carriers - Daddy Clay sits down with founder Bjorn Jokobsen to discuss the company's history and philosophy. From a commitment to the safety of their products to a belief in comfortable unisex products Dadlabs investigates how one company is helping mothers and fathers take care of their kids! DadLabs Ep. 353 The Lab. Shot on location in Stockholm, Sweden. Brought to you by BabyBjorn.

Daddy Clay: Well it’s an honor for me to be here at Baby Bjorn headquarters joined by the man who started it all Mr. Bjorn Jokobsen. Bjorn thank you very much for joining us here today.
Bjorn Jokobsen: Thank you.
Daddy Clay: Many people think of Baby Bjorn as being a very father friendly brand. Why do you think that is? Why do people perceive of it friendly?
Bjorn Jokobsen: If it is so I am very, very happy. And our aim is naturally to look for the unisex that fathers and mothers should share responsibility.
Daddy Clay: How many Baby Bjorns are there out in the world?
Bjorn Jokobsen: We have sold the world 9 million baby carriers. But we know that every carrier is used on the average by three. We have carriers which we knew are used by up to 12 children. So we make quality, wow.
Daddy Clay: You do. Globally probably when people think of your brand, they think of Baby Bjorn, they think of the carrier but that wasn’t the first product was it?
Bjorn Jokobsen: No it was a bouncing cradle where the babies sit and bounce.
Daddy Clay: It’s not just the bouncing cradle and the carrier you have a wide variety of products and all of them have a kind of a design signature that is uniquely Baby Bjorn. What are your objectives when it comes to design? What do you hope for when you are developing a product in terms of design?
Bjorn Jokobsen: Safety, safety and safety. I mean that is the foundation of all products. Then naturally that this would make life easier for parents and their babies.
Daddy Clay: You’ve obviously been incredibly successful father and business man. I think one of the challenges that we have in our country is balancing those things. How do you manage to have a successful career? How do you manage to have a successful family and balance those things?
Bjorn Jokobsen: Our wish was not to grow a very big company when they had small children or we had the children at home. So I could combine being a business man and spending a lot of time together with my children.
Daddy Clay: I noticed that even on the images that you use in your adverting, the images you use on products there is a dad.
Bjorn Jokobsen: Yes more and more we are hoping to get fathers to take care of their babies.
Daddy Clay: Do you take men into consideration when you are developing products, when you are designing products? Do you think of the dad using it?
Bjorn Jokobsen: Yes every product we deicide are decided for the father or the mother. Naturally the carrier has helped the fathers to have their babies close to them and we think it’s extremely important that the fathers know. And as the mother to have the babies close to them. And we hope that will give a better relation future in life.
Daddy Clay: Thanks a lot, Bjorn.
Bjorn Jokobsen: Thank you.
Daddy Clay: Thanks for having us here with your team, the Baby Bjorn team. And thanks for having us here in Stockholm. It has been a great visit.