You all know I am a huge fan of ED by Ellen DeGeneres, so it should come as no surprise that I was reviewing her new lifestyle collection in stores this past Wednesday, as it launched exclusively at Buy Buy Baby. To me, this collaboration makes perfect sense. Not just because she has a partnership with their parent company Bed Bath and Beyond, but because her modern aesthetic and positive messaging makes perfect sense for the little ones. So let’s dive in…
Buy Buy Baby did an amazing job, in my opinion, when it came to the display and placement of the launch here in Houston. As soon as I walked in the door there was a specific space dedicated to the ED offering- including the “love” crib, diaper bags, stroller, and wall to wall inventory showcasing the new products. If you haven’t yet read about it, the collection includes everything from furniture, apparel, swaddles, bibs, blankets, storage, décor, bedding, and footwear. All with Ellen’s signature stripe detailing and wording that makes the product uniquely hers.
The collaboration also included partnerships with baby-based brands, which stuck out to me as a consumer right away- from Crown Crafts, WeePlay, Bivona & Company, and of course Aden + Anais. To me, this was an incredibly smart decision by the BBB / ED team because they utilized companies that mom’s trust. If I was having a baby, I would definitely be inclined to purchase the swaddles and bibs from this line- as they are combining two of my favorite brands. I get the positive messaging / grey-based design that I love from ED, but with the standards and quality I trust from Aden + Anais. It’s a win win.
In terms of the assortment- the texture, graphics, and detailing really stood out (as always). It is definitely geared more towards Fall with select sweater knits, marled socks, tweed shoes and felt baskets. But there is also that sweetness and comfort you would expect from a baby line with the cotton, muslin, and velour fabrications at its core. In addition, the graphics are rooted in Ellen's love for animals- with bunnies and dog drawings throughout.
When it comes to the details, it’s the little things that matter most and the team definitely delivered. From the kraft packaging and signature embroidery, to contrast buttons, appliques, and heathered yarns- there was definite thought put into the make of each garment. Something I very much respect about the ED line across all channels / retailers.
After I reviewed the line, I did purchase the velour one-piece (pictured above) for a friend of mine. It's the perfect saying, incredibly soft, and gender-neutral. So if you haven't yet seen the new collection on-line or in-stores I am officially inviting you to do so. It’s a bit modern, a bit whimsy, but baked in comfort and functionality for your little ones.
Congrats to the ED and the Buy Buy Baby team- wishing you nothing but the best this season. Here’s to babies everywhere being surrounded by love and kindness…
(1) Merchant Inspired, LLC
(2 - 5) ED by Ellen / Buy Buy Baby