Iconic Baby Magic Brand Turns 70

Baby Magic is marking its 70th birthday this month, and to celebrate the iconic brand will support Baby2Baby with a $25,000 donation to help the nonprofit organization provide essentials to children living in poverty.
 

“As we look back on 70 years of Baby Magic creating magical bonding moments for parents around the world, we wanted to shine a light and lend a hand to the families that are struggling to provide their babies and children with the basic necessities that every little one deserves,” said Baby Magic brand manager, Christine Olsen. “We've had the opportunity to work with the Baby2Baby team throughout this year, and our anniversary was the perfect way to give back during this incredibly difficult time for so many families.”
 
Throughout the pandemic alone, Baby2Baby has distributed more than 100 million essential items to the most vulnerable children across the United States. Following its support for Baby2Baby last year at the height of the pandemic, Baby Magic is excited to once again work with the organization.
 
To commemorate the last 70 years of Baby Magic, the brand is revisiting vintage ad campaigns from past decades and will be sharing these vintage ad images and commercials on their social media channels. 
 
Baby Magic was launched in 1951. It’s “For Every Lady in Waiting” ad campaign broke ground 60 years ago with ads that featured expectant mothers – a taboo image at the time – in hip maternity wear. 
 
“It's been fun for the marketing team to look back on the evolution of both the brand and societal norms,” remarked Olsen. “But ultimately, what moms value about the Baby Magic brand hasn't changed. Parents want wholesome ingredients and nourishing formulas that they know are safe for their baby's delicate skin.”
 
Baby Magic was developed by Mennen, which was acquired by Colgate-Palmolive. Colgate sold the brand in 1999 to Playtex Products Inc., which sold the line in 2007 to Ascendia Brands. Naterra International, Coppell, TX, acquired Baby Magic from Ascendia Brands in 2008.