Babiators
Babiators is a founder-owned children's eyewear brand selling UV400 sun-protective sunglasses with a unique Lost & Found replacement guarantee directly to parents globally via e-commerce from Atlanta, with accessories, UPF apparel, and a children's toothbrush subsidiary.
- Company typePrivate
- Founded2011
- HeadquartersAtlanta, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Babiators does
Babiators is a privately held, founder-owned children's eyewear brand founded in 2011 in Atlanta, Georgia, by Molly and Ted Fienning together with Carolyn and Matthew Guard. The company designs, markets, and distributes UV400 sun-protective sunglasses for children from infancy through approximately age 12, organized into three size tiers (Junior 0-2, Classic 3-5, Aces 6+) and seven core frame styles (Navigator, Aviator, Keyhole, Heart, Flower, Cat-Eye, Euro Round). The core product technology centers on UV400 lenses providing 100% UVA/UVB protection tested safe for children to touch and chew, polarized lens options for glare reduction from water/sand/snow, and flexible rubber frames engineered to be virtually indestructible under bending, twisting, and stepping.
The business operates a direct-to-consumer e-commerce model through a Shopify storefront at babiators.com with country-specific sub-stores for 70+ countries, supplemented by a wholesale/reseller program. Revenue comes predominantly from one-time unit purchases of sunglasses priced $27-$29 (Original non-polarized) and $35-$43 (Polarized), plus complementary accessories (straps $6.95-$9.95, travel cases $13.50) and a smaller UPF 50+ apparel line. The company operates a unique Lost & Found Guarantee — free replacement within one year of purchase — as its primary loyalty mechanism. Marketing relies heavily on organic social (#babiators hashtag UGC), earned media from celebrity family sightings (Justin Timberlake's son, Kardashian kids, Ryan Gosling & Eva Mendes's daughter), press coverage (Vogue, People, Newsweek, Inc., Forbes 2014 "100 Most Promising Companies"), and an email newsletter with a 10% first-order incentive.
The company has expanded its product surface into adjacent children's safety/wellness categories via the wholly-owned Brushies subsidiary (children's toothbrushes), UPF 50+ apparel, and Screen Savers blue-light blocking glasses. Distribution reaches 70+ countries from the Atlanta headquarters, and the brand is operated by the four co-founders without disclosed institutional investment or external funding rounds.
Babiators firmographics
Firmographics- Name
- Babiators
- Legal name
- Babiators Sunglasses
- Website
- https://babiators.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Babiators is a founder-owned children's eyewear brand selling UV400 sun-protective sunglasses with a unique Lost & Found replacement guarantee directly to parents globally via e-commerce from Atlanta, with accessories, UPF apparel, and a children's toothbrush subsidiary.
- Ownership category
- akta.pro rank
Babiators industry classification
Industry- Product category
- Children's Eyewear
- NAICS
- Optical Goods Retailers (45613), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Ophthalmic Goods (3851), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Kids & Teen Eyewear (CRAAAKAE)
- akta.pro secondary industries
- Sunglasses (Non-Prescription) (CRAAAKAB), Baby Sun Protection (CRABAJAE), Sport & Performance Eyewear (CRAAAKAC)
Keywords
Where Babiators is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Babiators business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Others
Revenue model
- Sunglasses Sales: One-time purchase of children's sunglasses ranging from $27-$43 depending on style and lens type (Original vs Polarized). Core revenue stream.
- Accessories & Apparel: Accessories including fabric straps ($6.95-$9.95), travel cases ($13.50), sun hats, backpacks, UPF 50+ apparel. Complementary products that enhance core sunglasses offering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Original Sunglasses - Standard lens technology |
| Unit Pricing | Pay-as-you-go | Polarized Sunglasses - Enhanced glare protection |
| Unit Pricing | Pay-as-you-go | Accessories & Add-ons |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Babiators product offering
Product offeringCore offering
Babiators designs, sources, and sells UV-protective sunglasses purpose-built for infants, toddlers, and children ages 0-12, featuring UV400 lenses and virtually indestructible flexible frames. The brand sells through its own e-commerce site (babiators.com) with global shipping to 30+ countries, complemented by a wholesale channel, and offers a unique Lost & Found Guarantee that replaces lost or broken sunglasses free within one year of purchase.
Product overview
Babiators is a children's retail brand specializing in sun-protective eyewear and accessories for babies and kids. The core product portfolio consists of six main sunglass frame styles (Navigator, Keyhole, Heart, Flower, Cat-Eye, Euro Round, and Aviator), each available in Original (non-polarized) and Polarized variants, plus Limited Edition collections. Sunglasses are categorized by three size tiers: Junior (Ages 0-2), Classic (Ages 3-5), and Aces (Ages 6+). All sunglasses feature UV400 lenses providing 100% UVA/UVB protection, flexible rubber frames that are virtually indestructible, and come with microfiber storage bags. The company offers a Lost & Found Guarantee program providing free replacement within one year for lost or broken products. Beyond core eyewear, the product ecosystem includes travel cases, fabric and silicone straps, children's backpacks, UPF 50+ apparel (shirts and shorts), sun hats, caps, and beanies. Babiators was founded in 2011, headquartered in Atlanta, Georgia, and ships products to more than 30 countries worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Brushies: A Babiators Company - brand featured on footer linking to thebrushies.com
Products and services
- Original Navigators Sunglasses Classic wayfarer/navigator frame sunglasses for children featuring UV400 lenses providing 100% UVA/UVB protection and flexible, virtually indestructible rubber frames. Designed for everyday sun protection across age tiers 0-2, 3-5, and 6+.
- Original Aviator Sunglasses Classic aviator-style children's sunglasses with the iconic teardrop lens shape, UV400 protection, and flexible frames, available across age tiers 0-2, 3-5, and 6+.
- Original Keyhole Sunglasses Round-frame children's sunglasses with a keyhole-shaped bridge, UV400 lenses, and virtually indestructible flexible rubber frames.
- Euro Round Sunglasses
Quantifiable outcome
- 100% UVA/UVB protection with UV400 lenses
- +1 more outcomes
Companies that use Babiators
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles1 record
Babiators technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Babiators partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Brushies (A Babiators Company)coreBrushies is operated as a subsidiary brand under the Babiators company umbrella. Brushies produces toothbrush products for children, extending Babiators' focus on children's safety and wellness products beyond eyewear.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Babiators competitors and assessment
Company assessmentBroad incumbents
- Bollé: Established sport and lifestyle eyewear brand with a kids' range offering polarized and photochromic lenses, serving overlapping use cases in outdoor/sport sun protection.
- Ray-Ban Junior (EssilorLuxottica): Mass-market incumbent's youth sub-line leveraging the global Ray-Ban brand to serve the same parent demographic, with broader distribution and brand scale that Babiators competes against for premium share.
- Oakley Youth (EssilorLuxottica): Sport-eyewear incumbent with a kids/youth line emphasizing polarized performance lenses — competing with Babiators in the polarized and active-lifestyle segment from a much larger parent brand.
Direct peers
- Tomato Glasses: Premium Korean-origin children's eyewear brand known for flexible, virtually-indestructible frames designed specifically for kids' face shapes — directly comparable on Babiators' core durability proposition.
- Real Shades: Direct-to-consumer children's sunglasses brand offering UV-protective eyewear in multiple sizes and styles for kids, with a comparable product mix and target parent demographic to Babiators.
- Baby Banz: Specialist baby and toddler sunglasses brand focused on 100% UV protection and wraparound frames for infants/young children, overlapping directly with Babiators' Junior (0–2) tier.
- Julbo: French eyewear brand with a dedicated children's sport sunglasses line featuring polarized and photochromic lenses, competing in the same polarized/outdoor-use segment as Babiators' polarized SKUs.
Emerging players
- SUNNYLiFE: Lifestyle brand offering children's sunglasses alongside beach, pool, and outdoor accessories — overlapping with Babiators' accessory and UPF apparel extension strategy.
Others
- Brushies: Wholly-owned subsidiary brand of Babiators selling children's toothbrush products — comparable as a sibling brand demonstrating Babiators' expansion playbook into adjacent children's safety/wellness categories.
- Hatley: Children's apparel and accessory brand with seasonal sun-protection products including hats and UPF apparel — adjacent competitor in the children's outdoor/sun-safety category where Babiators is expanding.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Babiators social profiles
Digital presenceBabiators financial estimates
Financial estimateRevenue estimate
Valuation estimate
Babiators leadership team
Management profileNumber of profiles
Profiles4 records
Babiators subsidiaries and ownership
Company hierarchySubsidiaries1 record
Babiators funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Babiators 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 Babiators
What does Babiators do?
Babiators designs, sources, and sells UV-protective sunglasses purpose-built for infants, toddlers, and children ages 0-12, featuring UV400 lenses and virtually indestructible flexible frames. The brand sells through its own e-commerce site (babiators.com) with global shipping to 30+ countries, complemented by a wholesale channel, and offers a unique Lost & Found Guarantee that replaces lost or broken sunglasses free within one year of purchase.
Is Babiators a public or private company?
Babiators is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Babiators founded?
Babiators was founded in 2011. It employs 11 to 50 people.
Where is Babiators based?
Babiators is headquartered in Atlanta, United States, in the North America region.
How does Babiators make money?
Two revenue lines are on record. Sunglasses Sales are the primary driver. The others are accessories & Apparel.
Who are Babiators's main competitors?
Broad incumbents on record are Bollé, Ray-Ban Junior (EssilorLuxottica) and Oakley Youth (EssilorLuxottica). Direct peers are Tomato Glasses, Real Shades, Baby Banz and Julbo. SUNNYLiFE is listed as an emerging player. Others are Brushies and Hatley.
Does Babiators have an API?
No public API is recorded for Babiators.
What industry is Babiators in?
Babiators's product category is Children's Eyewear. Its primary akta.pro industry code is CRAAAKAE, Kids & Teen Eyewear, with a secondary code of CRAAAKAB, Sunglasses (Non-Prescription). Its NAICS code is 45613 and its SIC code is 3851.