By Mark Seavy

Often valued more for function over fashion, baby strollers have become a stylish addition to licensing.

In many cases, new brand entrants have designs on the luxury market. And these models are taking their design cues from high-end apparel and automotive brands.

Italy-based licensee Inglesina, for example, launched the first Gucci combination stroller/bassinet ($7,700) and standalone model ($4,999) earlier this year replete with the brand’s archival codes like the GG monogram and Web that are woven into lightweight designs.

BMW, meanwhile, licensed Wonderland Group’s Nuna brand, which first hit the market in 2017 and will launch three branded strollers late this year. The strollers feature wheels that carry a BMW pattern, rims that resemble its tires, and the automaker’s logo throughout. It also will potentially bring Nuna—which sells through Dillard’s, Nordstrom, Pottery Barn, and others under its own brand—into new distribution channels. Additionally, Nuna will potentially carry a BMW model in its two-year-old Florence, Italy flagship store.

BMW’s entry into the stroller market follows those of Mercedes-Benz (2018), whose licensee Hartan worked with its AMG-Mercedes engineering group in creating a “carrycot” ($2,169), and Aston Martin partnered with Silver Cross in 2013 to develop and launch the Surf 3 ($3,000), which contains soft Alcantara fabric, leather-covered handle and bumper bars, sheepskin seat liner, and a cashmere blanket.

“The market for these high-end strollers is there for the long term, [but] which brand has staying power is still to be determined,” said Andrew Topkins, Managing Director at Brandgenuity, which represents BMW. “This may be a way to secure some stickiness and longer viability.”

Another factor is the presence of influencers and celebrity moms like Kylie Jenner, who took a stroll with a Fendi-branded stroller developed by Inglesina.

“There is definitely more licensing going on [with strollers] with more collaborations on the high-end fashion side, and as influencers enter the child-rearing ages it has become a pretty high-profile accessory,” Topkins said. “It is viewed as the next handbag and can make a fashion statement.”

These high-fashion strollers are also viewed as car accessories, since many are a combination stroller/car seat and take on the hues of the auto brands.

Despite this recent raft of luxury fashion and auto stroller partnerships, licensing in the category isn’t limited to the high-end. Delta Children is fielding licensed Jeep (a long-time licensor in the category) and BabyGap brand models. The Jeep Cross Country Sport jogger/stroller ($199) is available at Walmart, while a four-seat Wrangler wagon/stroller ($599) is being sold through Amazon’s site, which also offers a BabyGap two-seater wagon ($192) as well as fielding a basic BabyGap stroller ($89).

“Consumers are more discerning now and informed, and they expect a lot from the products they purchase, especially when it comes to essentials like strollers,” Delta Children President Joe Shamie said. “Strollers not only meet practical needs but speak to personal style and values. This approach helps build brand loyalty and drive sales in an extremely competitive market. Parents also may have nostalgic feelings to certain brands, which creates a desire to share those experiences with their children.”