How to Start a Children's Brand

How to Start a Children's Brand

Children’s brands are growing like weeds!


It’s a great time to jump in the market with a gorgeous and well-designed line of products. From apparel to toys to interiors, there are so many possibilities!

But the children’s product market is heavily regulated so you’ll need to follow the law closely. Here’s what you need to know...


1. Start your company

If you’re operating a business without registering as an LLC or Corporation, you’re taking a big risk. Your personal assets can be taken to pay your business debts. That means you can lose your car, house, and bank account on a product injury, a bad business deal, or a freak accident. Is it likely? Probably not. Is it worth all that risk to save a few hundred bucks on registering? Definitely not. Register your company with the state and follow certain formalities, so only your company assets are at risk. This is especially important for children’s brands because customers are very likely to sue you if a child is injured by your product.

Youʼll start by completing the state paperwork to register your entity. First, you'll need to decide what kind of entity is the best fit for you.


2. Lock down your brand

A trademark allows you to own your brand. It means you're the only company who can use your company name, logo, slogan, domain name, personal name, product name, or hashtags. Here's why it's key: without it, you can be sued, forced to rebrand, or have your customers stolen by copycats.

Trademarks give you the exclusive rights to use the name nationally. So if someone else registers your trademark, they’ll own the rights to your name nationally. You'll only be able to use it in your geographic region (typically your city). That's not ideal!

Think about how many brand pieces feature your company name: your website, social media, business cards, products, marketing materials, press links, inventory, etc. If you want to operate nationally, you'll need to change all of that + pull back all inventory with the brand on it, or possibly pay monetary damages. You'll lose customers, money, and valuable momentum.

Bottom line: if you’re building a brand, you need to trademark it asap!


3. Create your apparel

Have a plan for what you’ll sell. Once you decide on your designs, you’ll want to create a tech pack to help you outsource your products to a contract manufacturer. You’ll want to have a contract in place with your manufacturer that spells out the items produced, specifications, production + payment timelines, and inspection rights.

It’s also important that you and your manufacturer adhere to federal regulations about children’s brand labeling and testing. The law is very strict about children’s products and there are many requirements you need to follow. Otherwise, you can be liable to your customers and face regulatory fines. The law dictates what your apparel labels need to say, what your required registration card needs to say, what your tracking label should include, and whether you need independent or third party testing. If you have products that include drawstring or sleepwear, you have additional requirements.


4. Promote your brand

There are so many ways you can market your children’s brand. You can use instagram, Facebook, Snapchat, Twitter, YouTube, email newsletters, and influencers to promote your brand online. Find out where your customers are online and join them!

You can also check out tradeshows and trade organizations for children’s products like Magic the Show.



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