A commercially competitive, often contentious, sector with individual inventors through to large companies bringing new products to a parental audience with high brand-loyalty, yet little product experience.

The brand-led baby and infant product market has high IP awareness and strong cost pressures, along with local variations in regulations, consumer requirements and channels of commerce. 

Many challenges to successfully introduce truly transformative, revolutionary technology in this sector are based on the target audience’s desire for new developments, balanced against a hesitancy to embrace entirely fresh concepts. This often results in more incremental steps in product development than may be the case in other sectors, requiring highly strategic IP protection.  

With rich experience working with in-house legal and new product development teams for both newcomer and major global brands, HGF’s baby and infant team successfully specialises in all areas of the market, from feeding and sleeping accessories, to diapers and diaper disposal. The team works closely with individual inventors, often parents with a good idea, through to global multinationals and market-leaders, delivering patent drafting and prosecution, trade marks, oppositions, freedom to operate projects and wide-ranging advice on IP strategies.