The 3 Moves That Decide Who Wins Peak 2025

Baby Buzz

Here's what's happening this week in the world of DTC baby care marketing:
- Hanna Andersson passes 1M loyalty members, co-creates products.
- AI parental control app debuts with education-first approach.
- Smart TVs log everything; revisit CTV data consent.
- Travel strollers: overhead-bin ready drives conversion
- Minu V3 sets feature bar, discounts reset anchors

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

👉Watch the video to see the 3 moves

📌WEEKLY MUST-KNOWS

LOYALTY & CRM
Hanna Andersson Hits 1 Million Loyalty Members

Hanna Andersson’s free Hanna Rewards program crossed 1 million members, with members spending more and shopping more frequently, driven by early access, exclusive drops and members-only concierge support. The brand now uses member voting and purchase signals to steer product mix, from holiday pajamas to dress assortments. For DTC kids brands, loyalty-fueled co-creation is becoming a conversion and merchandising lever as marketplaces and AI shopping erode direct data.

PRODUCT LAUNCHES
Young Minds App Debuts AI Parental Controls With Education

Young Minds, set to showcase at TechCrunch Disrupt 2025, blends AI content filtering with real-time lessons to build digital discipline for kids. The approach aligns with regulatory momentum on child online safety and shifts from pure blocking to teach-and-guide models. Opportunity for baby-tech tie-ins and content partnerships that reinforce safety positioning without overstepping privacy expectations.

MARKET DYNAMICS
Baby Apparel Market Tracks To $65.6B By 2032

Persistence Market Research projects baby apparel to rise from $45.7B in 2025 to $65.6B by 2032, citing premiumization, sustainability and growth in comfort-first sleepwear. Parents favor organic and hypoallergenic fabrics, nudging brands toward certified lines, eco packaging and circular programs. DTC marketers should lean into safety and sustainability claims and test higher-ASP bundles where price elasticity allows.

⚡QUICK READS

Small Businesses Face Expanding State Privacy Laws: A rapidly growing patchwork of state privacy statutes is pulling even small DTC sites into scope, raising fines risk and making unified consent and DSAR workflows essential.(More)

The 11 Best Travel Strollers Of 2025, Tested And Reviewed: Travel + Leisure names UPPAbaby Minu V3 best overall; IATA-ready folds and even AirTag pockets are becoming expected features for travel-focused parents.(More)

Prime Day Discounts Signal Nursery Tech Demand: Owlet Cam and other smart-home deals point to Q4 giftability and bundle opportunities for baby brands coordinating promos, affiliates and retail media.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division