Mushie
Mushie is a Houston-based direct-to-consumer baby brand founded in 2017 that designs and sells silicone and organic cotton feeding, bath, nursery, play, and wear products, plus FRIGG pacifiers, to parents and gift-givers primarily through mushie.com.
- Company typePrivate
- Founded2017
- HeadquartersHouston, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mushie does
Mushie is a Houston-based direct-to-consumer baby brand founded in 2017 that designs, manufactures, and sells silicone and organic cotton baby products under a Scandinavian/Danish-inspired minimalist aesthetic. Its catalog spans feeding (silicone bibs, suction plates, bowls, training cups, spoons, food containers), nursery (muslin crib sheets, changing pad covers, splat mats, diaper caddies), bath and care (hooded towels, bath toys, silicone skincare, bath rinse cups), play (teethers, stacking toys, shape sorters, sensory toys), wear (organic cotton pajamas, swaddle blankets, washcloths, burp cloths), and accessories (lip clips, wet bags, diaper cream applicators), plus an exclusive US distribution arrangement for FRIGG Danish pacifiers. The portfolio also includes licensed collaborations such as the Bluey x Mushie line and a Stars Limited Edition collection, alongside pre-curated gift sets (Stage 1/2 Feeding Kits, Deluxe Feeding Kit, Playtime Gift Set) and bundle-builder tools for baby shower, feeding, bath, toy, and nursery bundles.
Mushie's core technology is non-trivial product engineering rather than software: food-grade silicone that is BPA, PVC, and phthalate-free, organic cotton textiles, mold-resistant bath toy designs, and ceramic bath accessories. Differentiation is achieved through material safety, functional design (suction bases, adjustable bibs, spill-proof lids), and a deep customization layer with 30+ color options across most product lines.
Mushie firmographics
Firmographics- Name
- Mushie
- Website
- https://mushie.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mushie is a Houston-based direct-to-consumer baby brand founded in 2017 that designs and sells silicone and organic cotton feeding, bath, nursery, play, and wear products, plus FRIGG pacifiers, to parents and gift-givers primarily through mushie.com.
- Ownership category
- akta.pro rank
Mushie industry classification
Industry- Product category
- Baby Products
- NAICS
- Doll, Toy, and Game Manufacturing (339930), Gift, Novelty, and Souvenir Retailers (459420)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)
- akta.pro secondary industries
- Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Nursery & Baby Gear Organization (HSAFAIAE)
Keywords
Where Mushie is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Markets served
Mushie business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Product Sales: Primary revenue stream through mushie.com direct-to-consumer online storefront selling baby products across categories including feeding, bath, nursery, play, and wear.
- Wholesale Distribution: Secondary revenue stream through wholesale channel partnerships with retail stores. Company maintains a wholesale inquiry page for business customers.
- Gift Card Sales: Digital gift cards sold in denominations of $10, $25, $50, $100, and $200, providing flexible gifting options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products including dinnerware, training cups, and teethers |
| Unit Pricing | Pay-as-you-go | Mid-range products including silicone bibs, bowls, bath toys, and bedding |
| Unit Pricing | Pay-as-you-go | Premium gift sets and bundles |
| Other | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Mushie product offering
Product offeringCore offering
Mushie designs, manufactures, and sells direct-to-consumer baby and toddler essentials across feeding (silicone bibs, plates, bowls, cups, utensils), nursery (organic cotton crib sheets, changing pad covers, swaddles), bath and care (towels, bath toys, skincare), and play categories (teethers, stacking toys, developmental toys). The company also exclusively distributes FRIGG pacifiers designed and manufactured in Denmark, and offers bundled gift sets. Products follow a Scandinavian/Danish-inspired minimalist aesthetic with extensive color customization (30+ colors across many items).
Product overview
Mushie is a direct-to-consumer baby product company offering a comprehensive portfolio of thoughtfully designed essentials for babies and toddlers. The product line centers on silicone feeding products (bibs, plates, bowls, cups, spoons), organic cotton nursery items (crib sheets, changing pad covers), bath care products (towels, bath toys, skincare), and play items (teethers, stacking toys, developmental toys). The company also distributes FRIGG pacifiers, designed and manufactured in Denmark. Mushie operates on a platform model with core feeding and nursery products complemented by licensed collaborations like Bluey, and offers bundled gift sets for baby showers and gifting occasions.
Differentiator
Problem solved
Functional benefit
Products and services
- Silicone Baby Bib Adjustable silicone bib with food-catching pocket for babies and toddlers, available in multiple colors and patterns.
- Silicone Suction Plate Round food-grade silicone suction plate with three compartments that stays in place during meals; available in 12 colors.
- Snack Cup Spill-proof snack container with two handles and flexible slit lid for mess-free toddler snacking, available in 23 colors.
- Silicone Suction Bowl Small round food-grade silicone suction bowl with smooth sides and flared rim designed for baby feeding, available in 12 colors.
- Silicone Training Cup + Straw Baby training cup with two handles, lid, and angled straw for toddlers learning to drink independently.
- Soft Spout Sippy Cup Spill-proof sippy cup with translucent nipple and measurement markings for toddlers transitioning from bottles.
- Dinnerware Fork and Spoon Set Non-toxic plastic fork and spoon set for children with rounded handles embossed with mushie logo, dishwasher-safe, available in 11 colors.
- Long Sleeve Bib Water-resistant long sleeve bib with elastic neckline and cuffs and front pocket, available in 21 colors and patterns.
- Extra Soft Muslin Crib Sheet Breathable muslin crib sheet with elastic edges, made from soft cotton, available in 23+ colors and patterns.
- Diaper Caddy Quilted organizer with two handles and multiple compartments for organizing baby essentials, available in 6 colors.
- Splat Mat
Quantifiable outcome
- Products free from BPA, BPS, PVC, and phthalates
- +1 more outcomes
Companies that use Mushie
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Mushie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mushie partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- FRIGGcoreFRIGG is a Danish pacifier manufacturer whose products are exclusively sold through Mushie's e-commerce platform. FRIGG pacifiers are designed and manufactured in Hinnerup, Denmark, with a focus on safety and beauty. The partnership includes natural rubber and silicone pacifier offerings with daisy and other designs.
- BlueycoreBluey is an Australian children's television character. Mushie has created a licensed Bluey x Mushie product collection featuring silicone baby bibs, placemats, snack cups, training cups, and gift sets. The collection includes Bluey Ivory and Bluey Sage colorways with character-themed designs.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Mushie competitors and assessment
Company assessmentDirect peers
- Lalo: Premium DTC baby brand offering thoughtfully designed feeding, bath, and play essentials. Closely overlaps with Mushie's silicone feeding, bath, and play categories and design-led aesthetic.
- Frida (fridababy): DTC baby care brand covering diapering, grooming, feeding, and postpartum essentials. Competes with Mushie across baby care categories and on premium, design-forward positioning.
- Aden + Anais: Premium baby brand known for muslin swaddles, blankets, and sleepwear. Closely comparable to Mushie's organic cotton muslin swaddle blankets, washcloths, burp cloths, and nursery textile offerings.
- Newton Baby: DTC baby brand focused on safer, breathable, and design-conscious baby products including mattresses, sheets, and sleep essentials. Overlaps with Mushie's nursery category and premium positioning.
- Burt's Bees Baby: Premium baby brand offering organic cotton clothing, bedding, and bath products. Overlaps directly with Mushie's organic cotton pajamas, gowns, bedding, and bath towel lines.
- Skip Hop: Baby and parent lifestyle brand offering diaper bags, nursery organization, feeding, and play products. Comparable to Mushie's diaper caddy, changing pad covers, and nursery/play ranges.
- Noodle & Boo: Premium baby bath, skincare, and care brand. Closely comparable to Mushie's baby cream, oil, shampoo, body wash, and lotion line on formulation and positioning.
Broad incumbents
- Carter's: Largest US branded marketer of apparel and baby products for infants and young children. Comparable to Mushie's baby clothing, pajamas, and accessories lines; competes for the same parents and gift-givers.
- BabyBjörn: Swedish premium baby brand offering bouncers, carriers, and feeding/bath essentials. Comparable to Mushie on Scandinavian design heritage and premium baby essentials positioning.
Emerging players
- Ryan & Rose: DTC brand offering silicone teething, pacifier, and baby accessories. Overlaps with Mushie's teethers, pacifier cases, and silicone accessory categories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Mushie social profiles
Digital presenceMushie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mushie leadership team
Management profileNumber of profiles
Profiles2 records
Mushie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mushie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mushie
What does Mushie do?
Mushie designs, manufactures, and sells direct-to-consumer baby and toddler essentials across feeding (silicone bibs, plates, bowls, cups, utensils), nursery (organic cotton crib sheets, changing pad covers, swaddles), bath and care (towels, bath toys, skincare), and play categories (teethers, stacking toys, developmental toys). The company also exclusively distributes FRIGG pacifiers designed and manufactured in Denmark, and offers bundled gift sets. Products follow a Scandinavian/Danish-inspired minimalist aesthetic with extensive color customization (30+ colors across many items).
When was Mushie founded?
Mushie was founded in 2017. It employs 11 to 50 people.
Where is Mushie based?
Mushie is headquartered in Houston, United States, in the North America region.
How does Mushie make money?
Three revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are wholesale Distribution and gift Card Sales.
Who are Mushie's main competitors?
Direct peers on record are Lalo, Frida (fridababy), Aden + Anais, Newton Baby, Burt's Bees Baby, Skip Hop and Noodle & Boo. Broad incumbents are Carter's and BabyBjörn. Ryan & Rose is listed as an emerging player.
Does Mushie have an API?
No public API is recorded for Mushie.
What industry is Mushie in?
Mushie's product category is Baby Products. Its primary akta.pro industry code is CRAAAHAM, Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets), with a secondary code of CRABAJAC, Diapering & Wipes (Diaper Creams, Wipes). Its NAICS code is 339930 and its SIC code is 3944.