Fran and Veronica were thrown headfirst into the world of baby products in 2011. Like every new parent, navigating the wide range of choice was tough, they wanted products that fit their personal style without costing the earth. With so much to buy in preparation for a baby, each decision had to be the right one. This frustration led to the creation of Ickle Bubba. Eager to inject some transparency into the world of baby products, Fran and Veronica wanted to help new parents make smart, informed choices and keep costs under control. This ethos remains at the heart of everything we do today. Working with a dedicated, passionate team, we create great quality products for parents, no matter what their budget.