Babyland is loved in media land

MANILA, Philippines - With the help of social and other media, retail specialist Babyland recently repositioned itself as an outlet for products here and abroad that is highly rated by independent consumer bodies and relevant to mothers.

Isabela la’O-Arcenas, marketing general manager, explained that social and other media have helped the store, founded in the ‘70s, to quickly spot and bring in emerging brands that are “mom- or parent-certified.”

She explained: “We’re able to research about products and connect with other like-minded moms globally through the Internet and other media. We select many of our merchandise from listings of top products created by passionate parents and other groups. We’ve realized that through new media, we can influence the creation and growth of products helpful to us and our loved ones.”

The store with four branches throughout Metro Manila, founded by visionary mom Tess Rodriguez-Alba,  recently invited new shareholders to support growth plans. In addition to new merchandise, Babyland  has also expanded its flagship store on Shaw Boulevard, Mandaluyong, as a venue for “mom-certified events” as well as birthday parties and other celebrations. It has since hosted programs for infanticipating parents, baby sign language and meal preparation, among others.

Arcenas explains, “We’re very parent-centric and will prioritize the interests of parents before those demanded by the trade in our product lineup and our events.”

Kathleen Lopez-Pajarillo, merchandising general manager, explained Babyland’s general criteria for choosing brands. “We seek out top-rated, mom-approved and safe brands and products. The lists of top products by review websites, shopping sites and mom-based award bodies are very helpful to us.”

She adds that the product lists put up by mothers like Mom’s Choice Award and Mom Approved Child Tested-Award and American Baby Bests have allowed Babyland merchandisers to connect “with a large group of mothers worldwide who choose products that help them to be better, more efficient parents.”

These brands include Medela breast pumps endorsed by mothers intent on prolonging their breastfeeding abilities, Halo SleepSack designed to avoid SIDS (Sudden Infant Death Syndrome), Manhattan Toys that offer visual and tactile stimulation and opportunities for imaginary play, Boogie Wipes for children with stuffy noses and created as an alternative to harsh tissues.

In addition, Babyland carries products by local mompreneurs such as Bamboo Dappy made of organic bamboo, Two Tots furniture and accessories, Saya baby carriers, Little Luli apparel and accessories.

Among the accredited providers that offer their services for parties and events for Spaces by Babyland is Mad Science, the country’s premier provider of dynamic science edutainment and Nanay’s Lunches with Love , which specializes in creating attractive packed meals that offer high nutrition.

Babyland was a pioneer in offering merchandise for infants and juveniles in the ‘70s. It had six stores in the ‘80s and ‘90s, the most prominent of which were on Pasay Road in Makati and on Quezon Boulevard.

PJ Castro, Tess Rodriguez-Alba’s son, expanded ownership of the brand last year by inviting parents passionate about raising their kids.

Collared tops, sleeveless tees, piqué shirts, walking shorts, slim-fit pants, and lightweight cardigans and pullovers are the main pieces in Penshoppe’s men’s collection.