The Wandsworth Baby Box: Supporting Babies to Have the Best Start in Life
Wandsworth Council launched this unique scheme as part of their 'Access for All' pledge, aiming to provide pioneering support to young parents and care leavers facing the cost-of-living challenge. We partnered with the Council to deliver a bespoke "Baby Box" that moves beyond the traditional sleeping-cot model to focus entirely on interaction and development.
We curated, sourced, and delivered 500 bespoke boxes, each filled with 15 handpicked items designed specifically to help parents Play, Bond, and Grow with their newborns. Every item—from sensory balls and high-contrast books to digital thermometers—was selected to bring joy, support early cognitive development, and strengthen the crucial parent-infant attachment.
Our in-house design team also created a unique brand identity strategically anchored in the project’s core focus of 'playing, growing, and bonding.' This cohesive identity was carried through to every touchpoint, from the bespoke logo to the custom-built website, providing the Council with a truly one-of-a-kind baby box solution. Beyond physical supply, we acted as a strategic partner, providing detailed pricing breakdowns and high-impact marketing visuals to ensure the project was not just delivered, but successfully launched to the community.
We also created an online registration platform for the NHS midwives and Family Hubs, giving the Council access to live dashboard reporting. This solution supports the Council’s new Family Hub network, serving as a tangible "welcome gift" that connects vulnerable families with vital health and social care experts, ensuring every child in the borough has the fair, supported start they deserve.
"They sourced all the items for the baby box, developed the visuals and brand guidelines, built the website and picked, packed, and shipped all items. Coupled with this they set up a simple registration and delivery system that was bespoke for our Baby Box offer delivered through our Family Hubs across Wandsworth, helping us to deliver packages to hundreds of expectant parents across the borough. They listened to what we needed and adapted as the scheme changed. Their approach was practical and tailored to our local context."
What we delivered
The key outcomes of this project
One of a Kind in London
The first scheme of its kind in London, positioning Wandsworth as a leader in innovative, tangible family support.
Curated for Connection
Delivered 500 boxes containing 15 high-quality, non-sleeping items (toys, books, and care essentials) specifically chosen to promote bonding and early learning.
Strategic Service Integration
Designed the boxes to act as an engagement tool for the Council's Family Hubs and Family Nurse Partnerships, bridging the gap between young parents and professional support.
