How the world’s most loved baby brand is helping to protect Africa’s wildlife

IFAW's Room to Roam initiative is making monumental strides in safeguarding biodiversity. Munchkin’s support was pivotal in establishing a poach-free zone spanning 90,000 acres in Northwestern Zimbabwe, securing safe passage for critically endangered Savannah elephants and other migratory species. In 2023, there were zero elephant poaching instances. 

Munchkin continues its support of IFAW by expanding its WildLove collection with a new, limited-edition apparel line at Munchkin.com. 

Most parents know Munchkin as a highly popular baby lifestyle brand, but did you know that the company is also dedicated to safeguarding the world’s most vulnerable animals? Find out how the partnership between Munchkin and IFAW is bolstering our efforts to build a world where animals and people can coexist and thrive in this Q&A with Diana Barnes, ‘db’, Chief Brand Officer at Munchkin and WHY Brands Inc.

Q: Why does Munchkin, a baby lifestyle brand, champion wildlife protection?

A: At Munchkin, we are dedicated to operating as a socially responsible company. Our top priority is the care and well-being of all living things, big and small, human or animal. We believe all creatures were born to be loved, and our commitments to environmental protection and animal welfare are at the heart of everything we do.  

Q: How do you use your products to raise awareness about at-risk wildlife?

A: Five years ago, Munchkin and IFAW joined forces to create WildLove. Using our bestselling Miracle® 360° Sippy Cup, we curated a collection of products featuring at-risk animals, like the snow leopard and the pangolin. Our products are packaged in 100% recycled (and recyclable) paper, which unfolds into a pop-out, three-panel illustration of the animal’s habitat, creating a colorful playground for the cup. This interactive feature fuses education and playtime, giving little ones a chance to learn while they play!  

Since launching, our WildLove collection has become immensely popular, and we’ve expanded the line from just sippy cups to include placemats, bath squirts, and our newest addition, apparel. Every product comes with a story written from the animal’s point of view, describing their life, environment, and family. We want to give each child an opportunity to personalise their experience with these wondrous creatures and, in turn, the planet at large. We also include a note to parents with information on how to get involved in the important work of saving these endangered animals and their habitats.  

As our work together expands, so will the WildLove collection. Munchkin x IFAW’s newest offspring extends into a line of apparel, starting with a soft, limited-edition onesie for those born to be wild. We proudly wear our hearts on our sleeves at Munchkin, so, to us, creating a new category that will allow our message to be worn outside the home made perfect sense. 

Q: How are you directly supporting efforts to protect wildlife on the ground?

A: Last year IFAW x Munchkin extended our work together with Room to Roam, an ambitious initiative designed to tackle biodiversity loss. Room to Roam is a long-term commitment to secure well-connected habitats for countless species native to the African savannah. Chief among these animals is the African savannah elephant, one of the kindest, most gentle, and most intelligent creatures the world has ever known. Over the next five years, Munchkin has committed to donate US$1 million to ensure this initiative provides a safe haven for animal families to thrive, free from poaching and human interference.