Group of men with babies, sitting and interacting at a café table. Plants and mirrors in the background. Casual, friendly atmosphere.

65 Years of

Dad Stories

Dads have always been part of our story. Not as a trend. Not as a statement. Just as a fact.

When BabyBjörn was founded 65 years ago, seeing fathers in marketing was anything but the norm. But for our founders, Björn and Lillemor, it was never a question. Dads belonged in the picture from day one.

Meet the Dads

Smiling man holds a baby dressed in denim overalls, with greenery in the background.

To mark 65 years, we invited real dads to sit down with us and just talk. About fatherhood. About identity. About parental leave, equality, and what it means to show up. No script. No filters. Just honest conversations with the dads of today.

Watch what they had to say below.

Man wearing a baseball cap holds two sleeping babies with pacifiers, dressed in matching outfits, in his arms indoors.
Chalkboard sign for "The Latte Dad Café" with a drawing of a smiling coffee cup beneath the text.
A man gently holds a sleeping baby against his shoulder in a cozy, softly lit room with hanging lights and blurred reflections in the window.
Two men walking on a sidewalk; one pushing a stroller, the other carrying a baby in a front carrier, both wearing dark clothing and sunglasses.
Scattered Polaroid photos of people holding babies, some labeled with names and "The Latte Dad Café," laid out on a marble surface.

The Dad Favorites

Your story. Our story.

65 Years of Dad Stories.

1974

First in the World

Smiling man with tattoos and a cap carries a baby in a front baby carrier, surrounded by plants and framed pictures in a cozy indoor setting.

In 1974, Sweden made history as the first country in the world to introduce shared parental leave. For fathers, it meant something radical: time. To be present, to parent, and to truly bond with their child.

A New Era

The Birth of the Latte Dad

A smiling man holding a baby wearing a blue cap. The baby looks at the camera while resting on his shoulder.

Parental leave didn't just give fathers time, it gave them a new identity. Suddenly, dads were at the playground, at cafés, pushing strollers, carrying their baby on their chest, coffee in hand. The world needed a name for them — and so, the Latte Dad was born.

Equal Parenting

Changing Diapers and Minds

Björn at BabyBjörn smiling while changing a baby's diaper, with "Equal Parenting" text and a pink illustration of a family embracing.

Perhaps you could call our founder, Björn, the original Latte Dad. To him and Lillemor, a dad changing diapers on camera wasn't a statement. It was simply parenting. Over the years, countless dads have shown up in that same spirit — each with their own story to tell about identity, equality, and the bond with their child.

Group of people at an event holding signs about child care affordability and paid leave, with a woman holding a baby in the center.

Equality

Join us in our mission to support families and advocate for policies that make a real difference.

Read about equality

Our History

We sold our very first baby bouncer in 1961. Ever since we’ve been listening and learning from parents and experts.

Read about our history
Four women of diverse backgrounds, each carrying a baby in a green baby carrier, smiling against a beige background.

The Babywearing Movement

Babywearing is for everyone. For new parents, young parents, second-time parents and grandparents—caregivers of all kinds.

See the campaign