Busy Baby
- Company typePrivate
- Founded2019
- HeadquartersOronoco, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Busy Baby firmographics
Firmographics- Name
- Busy Baby
- Legal name
- Busy Baby LLC
- Website
- https://busybabymat.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Busy Baby industry classification
Industry- Product category
- Baby Care Products
- NAICS
- Doll, Toy, and Game Manufacturing (33993)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)
Keywords
Where Busy Baby is headquartered
LocationHeadquarters
- HQ city
- Oronoco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Busy Baby business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: One-time product sales through company-owned e-commerce website busybabymat.com. Customers purchase individual products or bundles at set prices. No subscription model mentioned.
- Retail Distribution: Products sold through retail partners including Walmart, Target, and Navy Exchanges. Wholesale channel generating revenue through bulk orders to retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Original Mat with Toy Straps |
| Unit Pricing | Pay-as-you-go | Mini Mat with Toy Straps |
| Unit Pricing | Pay-as-you-go | 2-in-1 Teether & Training Spoon |
| Unit Pricing | Pay-as-you-go | Travel Tether Bib |
| Unit Pricing | Pay-as-you-go | Utensils Set |
| Unit Pricing | Pay-as-you-go | Extra Tethers 2-Pack |
| Unit Pricing | Pay-as-you-go | Gift Bundle |
| Unit Pricing | Pay-as-you-go | Ultimate Baby Gift Bundle |
| Unit Pricing | Pay-as-you-go | First Foods Starter Kit Bundle |
| Unit Pricing | Pay-as-you-go | Closeout Mats |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels10 records
Busy Baby product offering
Product offeringCore offering
Busy Baby designs, manufactures, and sells a system of 100% food-grade silicone baby products centered on suction-cup placemats with integrated tether straps. The product line includes the Original Mat, Mini Mat, Bottle and Toy Bungees, Travel Tether Bib, 2-in-1 Teether & Training Spoon, Utensils Set, and animal-shaped teethers, all engineered to keep toys, bottles, and utensils off the floor during mealtimes and travel. Products are sold directly to consumers through busybabymat.com and through major retailers including Walmart, Target, and Navy Exchanges.
Product overview
Busy Baby offers an interlocking system of baby care products centered on silicone suction placemats, tether straps, bungees, and feeding accessories. The core product line includes the Original Mat with Toy Straps (8.5" x 11.5" with 4 suction cups and 4 tethers), the compact Mini Mat with Toy Straps (3" x 11" with 3 suction cups and 2 tethers), and the upcoming Toddler Mat & Learning Stand for older children. These mats are complemented by Bottle Bungees and Toy Bungees for tethering items to strollers and car seats, the Travel Tether Bib with roll-secure closure and attached tethers, the 2-in-1 Teether & Training Spoon, and a Utensils Set (fork, spoon, knife). Animal-shaped teething toys (Alpaca, Sloth, Raccoon, Dino) and travel accessories (Wet Bags, Travel Sleeves, Drawstring Backpack) round out the portfolio. Products are offered individually and in bundles including the Gift Bundles (Spearmint, Pewter, Tan colors) and Ultimate Baby Gift Bundles with bibs and utensils. All products are made from 100% food-grade silicone, free from BPA, BPS, PVC, phthalates, and lead, and are dishwasher safe and CPSC-compliant. The system is designed so pieces work together or independently, creating a modular ecosystem for mealtime, playtime, and travel.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Mat with Toy Straps The hero silicone placemat (8.5" x 11.5") with 4 suction cups and 4 tether straps that adheres to smooth surfaces and keeps toys, bottles, and utensils within reach instead of on the floor; designed for ages 4 months and up.
- Mini Mat with Toy Straps A compact silicone placemat (3" x 11") with 3 suction cups and 2 tether straps, designed for smaller high chair trays and travel, featuring stronger suction and sensory bumps.
- Toddler Mat & Learning Stand A silicone mat designed for toddlers with learning features, extending the Busy Baby placemat line as children grow beyond infancy.
- Bottle Bungee A flexible silicone bottle tether (14 inches) designed to keep bottles and sippy cups attached to the mat or used independently on strollers, shopping carts, and car seats.
- Toy Bungee A stretchy silicone baby toy tether that keeps teethers, pacifiers, and toys connected and accessible, supporting fine motor development with every reach.
- Travel Tether Bib A silicone bib with adjustable neck and roll-secure closure, includes 2 tether attachments that connect to the bib tray and features a large catch pocket for spills.
- 2-in-1 Teether & Training Spoon A dual-purpose BPA-free baby teether and self-feeding spoon (5" x 2.5") made from 100% food-grade silicone, designed to soothe gums while encouraging independent eating skills.
- Utensils Set A baby utensil set including fork, spoon, and knife made from food-grade silicone and Tritan plastic, designed with tether-compatible holes for attachment to mats or bibs; for ages 5+ months.
- Extra Tethers (2-Pack) A pack of two additional flexible silicone tethers (10.5 inches) compatible with all Busy Baby mats and bungees for connecting toys, utensils, and bottles.
- Alpaca Silicone Teething Toy A silicone alpaca-shaped teether designed for babies to chew on for gum relief and sensory exploration.
- Baby Sloth Silicone Teething Toy A silicone sloth-shaped teether for teething relief and sensory development.
- Baby Raccoon Silicone Teething Toy A silicone raccoon-shaped teether for teething relief and sensory development.
- Dino Silicone Teething Toy A silicone dinosaur-shaped teether designed for babies to chew on for teething relief.
- Reusable Wet Bag A washable storage bag included with bundles for keeping products clean and organized between outings, designed for mess-free travel transport.
- Drawstring Backpack A drawstring backpack for carrying Busy Baby products and baby essentials on-the-go.
- Cell Phone Stand A silicone phone stand for hands-free viewing, compatible with the Busy Baby tether system.
- Cleaning Wipes 100-Count A pack of 100 cleaning wipes for cleaning Busy Baby products and surfaces.
- Travel Sleeve - Original Mat A replacement travel sleeve for the Original Mat, designed for easy transport in diaper bags.
- Travel Sleeve - Mini Mat A replacement travel bag for the Mini Mat, providing compact storage and transport.
- Foody Pouch A silicone food pouch for storing and dispensing baby food purees.
Quantifiable outcome
- 4.8 out of 5 stars average rating from over 10,000 parents
- +3 more outcomes
Companies that use Busy Baby
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Busy Baby technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Busy Baby partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Operation ShowercoreNon-profit partnership supporting military families. Busy Baby supports Operation Shower, a non-profit that hosts baby showers for military families to ease deployment stress and bring joy. Partnership aligned with company's veteran-owned identity.
- Navy Exchanges (NEX)coreMilitary retail partnership. Busy Baby products are sold at more than 20 Navy Exchanges around the country, supporting military families and tapping into the military community customer base.
- WalmartcoreMajor retail partnership. Products available online and in select Walmart store locations. Walmart brand page established at walmart.com/brand/busybaby/10019355.
- TargetcoreRetail partnership through Find Us at Target program. Products available at select Target store locations nationwide.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Busy Baby competitors and assessment
Company assessmentDirect peers
- Bumkins: Designs and sells baby bibs, plates, and feeding accessories including silicone placemats. Directly comparable on product category (silicone mealtime gear) and DTC-plus-retail GTM targeting parents of infants and toddlers.
- Boon (TOMY): Baby feeding and bath brand (TOMY subsidiary) producing silicone mats, bibs, and feeding tools. Closely overlaps Busy Baby's core mealtime and feeding-accessory line and sells through similar mass-retail channels.
- EZPZ: Specialist in silicone placemats, mats, and feeding products for babies and toddlers. Most direct functional overlap with Busy Baby's hero silicone placemat product and shares the same target customer.
Broad incumbents
- Munchkin: Large, established baby products brand selling feeding, bath, and on-the-go accessories at Walmart, Target, and Amazon. Directly competes in baby mealtime accessories but operates at much broader scale and product breadth.
- Skip Hop: Multi-category baby brand (now under Carter's) covering feeding, gear, and play. Directly comparable in baby mealtime accessories, with broader portfolio and substantially larger retail footprint.
- OXO Tot: Baby/child line from OXO producing plates, bibs, and feeding tools. Overlaps Busy Baby's feeding-accessory core and shares the design-led, premium positioning in the same retail aisles.
- Boppy: Iconic baby brand (Artsana) best known for nursing pillows but with a feeding and mealtime accessories line. Targets the same 0-2 year parent demographic across major US retailers.
- Green Sprouts: Established baby brand (I play, Inc.) with feeding, bath, and on-the-go silicone products. Comparable in mealtime and feeding accessories with broader portfolio and deeper retail penetration.
Emerging players
- Béaba: Design-led baby feeding brand known for silicone plates, bowls, and food prep. Comparable to Busy Baby in the silicone mealtime category with a stronger design-and-premium-brand angle.
- Loulou Lollipop: Design-driven silicone teething and baby accessories brand selling DTC and through boutique retailers. Partial overlap with Busy Baby's silicone teether line and similar gift-bundle positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Busy Baby social profiles
Digital presenceBusy Baby compliance and trust
Trust signalCompliance1 record
Busy Baby financial estimates
Financial estimateRevenue estimate
Valuation estimate
Busy Baby leadership team
Management profileNumber of profiles
Profiles2 records
Busy Baby funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Busy Baby 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 Busy Baby
What does Busy Baby do?
Busy Baby designs, manufactures, and sells a system of 100% food-grade silicone baby products centered on suction-cup placemats with integrated tether straps. The product line includes the Original Mat, Mini Mat, Bottle and Toy Bungees, Travel Tether Bib, 2-in-1 Teether & Training Spoon, Utensils Set, and animal-shaped teethers, all engineered to keep toys, bottles, and utensils off the floor during mealtimes and travel. Products are sold directly to consumers through busybabymat.com and through major retailers including Walmart, Target, and Navy Exchanges.
Is Busy Baby a public or private company?
Busy Baby is a private company. It is classified as family owned and is currently operating.
When was Busy Baby founded?
Busy Baby was founded in 2019. It employs 1 to 10 people.
Where is Busy Baby based?
Busy Baby is headquartered in Oronoco, United States, in the North America region.
How does Busy Baby make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Busy Baby's main competitors?
Direct peers on record are Bumkins, Boon (TOMY) and EZPZ. Broad incumbents are Munchkin, Skip Hop, OXO Tot, Boppy and Green Sprouts. Emerging players are Béaba and Loulou Lollipop.
Does Busy Baby have an API?
No public API is recorded for Busy Baby.
What industry is Busy Baby in?
Busy Baby's product category is Baby Care Products. Its primary akta.pro industry code is CRAAAHAM, Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets). Its NAICS code is 33993 and its SIC code is 3944.