Mamas & Papas x Another Fox collection: Born to turn heads

Can you tell us about your Another Fox Collection?

A: The collection came about because we wanted to do something that appealed to a different audience, something unexpected from Mamas & Papas. It was really exciting for us to work on. Some of the colours and prints are way outside our usual comfort zone, but it’s given us the opportunity to explore new ideas.

V: We already have our beautiful Mamas & Papas toy range, but the toys in this collection feel completely different. With the Another Fox look and feel, it really opens it up a different demographic.

A: On travel (pushchairs), we started looking at accessories in the collection more as a way of customisation for parents. That feels really important for this audience – the opportunity to show your individuality. That’s where the accessories and the ability to mix and match come in.

V: Individuality is the key here. This collection is for someone who wants to express themselves.

What was it about the Another Fox prints that drew you to the brand?

V: We wanted to create a range of sensory toys, so the Another Fox prints were ideal. They’re high contrast – black and white – which really engages babies in those first few months.

A: What I love about the prints is that they aren’t super childish or gender based. That’s so important in travel, because as a parent, you don’t always know what you’re having. It’s also an expression of your personal style. They’re bold but there’s a sophistication too – not super bright or childlike. It’s got that ‘cool mum’ vibe.

V: Exactly – it has the fun element but also sophistication, which ties in with Mamas & Papas.

How did you choose which prints to use and which best-selling Mamas & Papas products to apply them to?

V: We wanted to create a sensory collection, so the black and white prints from Another Fox were perfect to capture a newborn’s senses. We wanted the toys that we created to encourage babies to touch with sounds and textures that stimulate, so easy to grasp with tiny hands.

A: Choosing Libro was an easy choice. The whole vibe of Libro is exploring fun days out with your toddler, so what better way to inject more fun than with the ying yang print and little patches. Also, the matching changing bag and mini backpack reins were a given, being that Another Fox has many mini-me matching products. Selecting the prints was so much fun, and they have a real uniqueness of appealing to both parent and toddler.

Tell us about the design process…

A: The idea started when I was working on the mini backpack reins. A lot of Another Fox’s product line is about mini-me matching – clothing for you and your little one. So, while working on the backpacks, I thought, this could be really cool. We both agreed we wanted to inject more fun into products like the Libro. We wanted to give it personality – bold and expressive.

V: Then we sat down and looked at products, asking what prints would work across toys, travel, and transport to create a cohesive offering. We started with prints and the colour palette, then worked out how to make it all come together.

A: After that, it was making sure colours aligned across all fabrics. The materials I use for travel products need to be durable, while toys need super soft fabrics. So, we had to make sure qualities and colours worked across both.

V: Yes – balancing the “hard goods” (pushchairs) with the “soft goods” (toys). For me, it was about sourcing fabrics that really engage that sensory side – textures like ribbed velour, fluffy fabrics, borgs.

A: The best part was when samples started arriving – it was so much fun to see it come to life.

And what would you say was the biggest challenge during the process?

A: The bold red was totally different for Mamas & Papas. On toys, we introduced it in stripes, and on travel, we added little patch badges to bring in that individuality.

V: At times, it felt like we were breaking all our usual design rules – black, white, red is not how we’d normally do a Mamas & Papas collection.

A: It was about giving it its own voice, but also making sure it sat alongside Mamas & Papas. For me, with the accessories, they still had to work with pushchairs like the Vardo, Libro, and Ocarro 2. Personally, I’d love to customise my pushchair with these.

What type of family did you have in mind when designing this collection?

V: We wanted to appeal to a new customer who may not shop in Mamas & Papas by designing a more contemporary collection. We hope to encourage new people to enjoy our ranges while continuing to appeal to those who already shop with us, by creating a sensory collection that parents can trust to stimulate.

A: I’ve probably designed for myself here if I’m totally honest! Whilst it’s the dopamine décor family, the parent that wants to mix and match prints to express their true individuality, I also see the products working as a little pop of fun to a minimalist surrounding. This collection is all about personal style.

And how do you want the collection to make people feel?

A: For me, when designing, I think about how babies come with a lot of stuff. Often, parents feel like they’re losing their identity. Just because you’re on this new journey, which is amazing, doesn’t mean you should lose your sense of self. I hope the collection helps parents feel they can accessorise and choose prints that really align with their style.

V: Totally – and with the sensory toys, we really wanted parents to feel confident in choosing these products and for babies to be stimulated by them, so everyone has a positive experience.

If you could pick one favourite piece, what would it be?

A: I love the Tempo. It’s dopamine décor but would still work in a neutral lounge or a playful one. I also love the mini-me backpack reins – they’re adorable. Plus, they’ve got insulating fabric, so they can be used for toddler snacks as your child grows. They’ve got longevity.

V: Mine is the activity triangle. We were experimenting and found this lovely checkerboard borg. When the sample came in, we knew it was perfect. Along with the other prints, sensory textures, and sounds, it’s so much going on – a proper sensory toy. Great for tummy time, but also lasts as the baby grows and starts sitting up.