Prams like Kidswear?

[:en]BMW has a new co-branding product, an umbrella buggy by McLaren.

The baby market has been almost brand free up until two decades ago. Then fashion brands licensed kidswear and babywear. For manufacturers and retailers that was an answer to cut throat competition from discounters and chains.

The hardware category – beds, prams and car seats – was still unbranded territory. The number of first time and one time buyers is huge and the market overall rather small for branding.

By now one does find – mostly co-branded – licensed products for example from jeep and Aston Martin.[:]