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"A growing number of parents use social media as their go-to-source for trusted information"

Ellen Diamant, Co-founder, Chief Creative Officer, Skip Hop

10/10/2012

Skip Hop is a company founded in 2003, when Ellen and Michael Diamant looked for a functional and nice-looking diaper bag, and they ended up designing it themselves. The company manufactures bags, bath products, toys and other early childhood items for parents and children, with the goal of filling "the 'white space' in the market as Ellen Diamant, Chief Creative Officer, explains.

What do you take into account when designing a new product?
In the beginning, most of our product concepts came from my own needs as a new mom. I was always looking for ways to improve upon the design of existing parenting products or to fill the "white space" in the market. As Skip Hop has grown as a company, we have formalized the product development process a bit with things like focus groups and market research, but some times products are still born out of "Ah-hah" moments! I am also very lucky to work with our incredibly talented team of in-house product designers who bring all of our Skip Hop products to life.

The company has a philanthropy programme. How did it began and which are its main activities?
We recognize that we are part of a larger world and it's important to all of us at Skip Hop that we help make it a better place. A portion of all Skip Hop profits go to charities benefiting parents and children. In particular, we contribute to three organizations that we're honored to be able to help support. Whenever you purchase Skip Hop products, you are also helping to support the work of these great organizations.

Elizabeth Glaser Pediatric AIDS Foundation: the foundation has spent more than two decades funding pediatric research and raising awareness about children's fight against HIV/AIDS. Thanks to this research and awareness, as well as the advent of combination antiretroviral therapy, many children born infected with HIV/AIDS now have the opportunity to grow up healthy.

Baby Buggy: this non-profit organization is dedicated to providing New York City's families in need with essential equipment, clothing, and products for their infants and young children.

Ovarian Cancer Research Fund: the Ovarian Cancer Research Fund exists to fund research to find a method of early detection and ultimately a cure for ovarian cancer. In support of this mission, they help patients and their loved ones understand the disease and its treatment, and provide outreach programs to raise public awareness.

How have consumer habits changed in the last few years?
I think the biggest change we have noticed is the important role that social media now plays. A growing number of parents use social media as their go-to-source for trusted information and it has drastically changed the way they shop, with product reviews playing a big role in which products/brands they choose to purchase for their baby.
 

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