Daddy’s bond with baby
Björn Jakobson realized that a baby carrier could make it easier for fathers to create an early emotional bond with their babies. This was in the early 1970s, when it was virtually impossible to imagine a man carrying his child in a baby carrier. However, Björn’s wife, Lillemor, who was already BabyBjörn’s head designer, helped break new ground with a design that appealed to both parents.
Björn and Lillemor also quickly decided that BabyBjörn’s marketing materials would use images of mothers and fathers carrying their children. Partly to encourage equality, but also because research had shown that parents whobuild an emotional relationship with their children early on through physical nearness, also have a closer connection to them later in life.