In the timeless dance of parenthood, the quest for practicality and closeness has given birth to a simple yet ingenious invention: the baby carrier. For centuries, parents around the globe have sought practical ways to keep their infants safe and secure, and foster bonding. Each culture has embraced different methods and materials – from slings and wraps to papooses and more – to carry their little ones while they travel, work and perform daily tasks.
As the world has evolved, so too has the need for baby carriers that minimize discomfort and maximize safety.
Enter “Tushbaby”, a US-based company founded in 2017 by entrepreneur and mother of three Tammy Rant.
With a vision to revolutionize the baby carrier industry, Tammy embarked on a journey that would change the lives of parents and babies.
The secret to her success? Thoughtful design that prioritizes comfort, safety and functionality.
Tushbaby – A stylish and practical baby carrier
Like countless other parents, Tammy found herself grappling with a challenge – the physical toll of constantly carrying her baby.
“My daughter was eight months old, and like many other babies, she always wanted to be held,” Rant explains. “It was a constant strain on my back, arms and hips. I longed to find a carrier that would alleviate all the discomfort but still allow me to move freely.”
Frustrated by the limitations of the baby carriers she had tried, Tammy decided to take matters into her own hands. She would make her own baby carrier!
Tammy worked closely with pediatricians and chiropractors to ensure her creation would promote health and safety. She spoke to parent focus groups to gather information on needs and frustrations. She thought about practicalities, incorporating storage features for spare diapers, bottles and personal items such as phones and wallets.
And of course, she thought about design. "Just because you’re a parent, you don’t have to sacrifice your sense of style."
The result was “Tushbaby”, a sleek, minimalistic and versatile “hip seat” design that evenly distributed the baby’s weight, promoting healthy hip development while addressing all the pain points that she had personally experienced as a parent.
Not only can it be used as a hip carrier for babies and toddlers, but it also doubles as a stylish diaper bag and a supportive cushion for breastfeeding.
“Tushbaby” was not just another baby product. It was an innovative tool designed by a parent for parents, grounded in real-life experience and needs.
It quickly became a domestic household name.
Meeting the global demand for baby products
It wasn’t long before the Tushbaby name reached international markets. With demand skyrocketing, Tammy knew it was time to develop a strategic approach to brand protection – a crucial tool to support and promote the global expansion of Tushbaby.
Tammy had a clear vision of the key markets she wanted to enter – Asia, Europe, and North and Latin America – but less experience on how to do it.
She needed a streamlined and efficient solution to protect her brand. She sought a system that would minimize red tape and bureaucracy and let other parents and babies around the world enjoy the comfort and safety of Tushbaby as quickly as possible.
Enter WIPO’s international trademark system, a game-changer for entrepreneurs like Tammy.
"When it comes to protecting their brands, fast-growth companies like Tushbaby need speed and efficiency. And, with leaner budgets, they need cost-effective solutions. The Madrid System has provided all of this."
Francesca Witzburg, Attorney, and representative for Tushbaby’s international trademark registration
Using the Madrid System she could seek protection for her national (US) trademark in multiple countries simultaneously. All she would have to do was file a single, English-language application for an international trademark registration, indicating the countries and goods and services in which she sought protection.
Tammy’s first international trademark application was registered in July 2023, marking the beginning of Tushbaby’s global journey. By December 2024, Tushbaby was safely protected through WIPO’s Madrid System in Australia, the European Union, Japan, Mexico, New Zealand, the Republic of Korea, Singapore and the United Kingdom. 34 countries – one international trademark registration.
She’s yet to hear from the intellectual property Offices of Canada, Colombia, Malaysia, Thailand and Türkiye, but Tammy is optimistic about her brand’s continued expansion.
With the Madrid System’s assistance, Tushbaby has already achieved global recognition, surpassing $50 million in sales in 2024.
An ever-growing range of baby essentials
Rant’s dedication to solving everyday parenting challenges extends well beyond her flagship product. She’s introduced a range of “Tushbaby” parenting essentials – that grow with families beyond the baby years – all under the Tushbaby brand, including changing mats, teethers, crossbody diaper bags, and a pioneering hands-free wrap attachment, each designed with practicality and mobility in mind for parents on the go.
Tushbaby is becoming a one-stop shop for modern parents who refuse to compromise on style, function, or comfort. The product line is ever-expanding, with more exciting innovations on the horizon.
From a mother’s dream to global stardom
The story of Tushbaby is a shining example of how innovation, perseverance, and the right tools can propel a product from a mother's dream to a global sensation. Tammy Rant has proven that carefully branded products designed with love and intention will always find their place in the market!
Find out more about Tushbaby’s international trademark registrations.
More about the Madrid System
The Madrid System is a convenient and cost-effective solution for registering trademarks in up to 130 countries by filing one application and paying one set of fees.
