From smart baby gear to thoughtfully designed postpartum essentials, these are the best new baby brands for your registry in 2026—all discovered at Prego Expo NYC.
Walking into Prego Expo in New York City, one thing was immediately clear: today’s parents have more innovative, supportive, and design-forward options than ever before when it comes to building a modern baby registry. The shift isn’t toward more products—it’s toward better ones.
Across the show floor, we saw a new wave of brands rethinking everything from feeding and sleep to postpartum recovery and sustainable baby gear. These companies are focused on solving real problems for real families—whether that’s simplifying your daily routine, reducing decision fatigue, or helping you feel more confident in those early weeks of parenthood.
At Poppylist, we believe your baby registry should reflect what actually works for your life—not just what’s trending. That’s why we’re always looking for brands that prioritize function, safety, and thoughtful design.
We spent the day exploring booths, meeting founders, testing products, and identifying the brands shaping the next generation of baby registry must-haves.
Below are the baby brands worth watching—and why we think they deserve a spot on your registry radar.
TL;DR: Baby Brands Worth Watching
If you don’t have time to read the full list, here’s what stood out at Prego Expo NYC:
- Papablic — Smart, precision-focused feeding tools (including an all-in-one bottle washer, sterilizer, and dryer)
- Zoey Naturals — Clean, thoughtfully formulated skincare for sensitive baby skin
- Axkid — Safety-first car seats that go beyond standard testing
- Stork Exchange — A more sustainable (and affordable) way to shop baby gear
- Hälsa Baby — An all-in-one smart monitoring system designed to simplify the nursery
- Joolz — Beautifully designed, ergonomic strollers built for real life
- Tiny Trials — “Try before you buy” baby products to reduce waste and guesswork
The big takeaway: The next generation of baby brands isn’t about more stuff—it’s about smarter, more intentional solutions that actually support parents in real life.
Papablic
Papablic was founded by a group of engineer dads who believed that when it comes to newborn care, guesswork simply isn’t good enough. Built around the idea that newborn safety should never depend on guessing, the brand focuses on thoughtfully engineered feeding solutions designed to bring precision and peace of mind to everyday parenting moments. One product that immediately caught our attention at Prego Expo was their all-in-one bottle washer, sterilizer, and dryer. While it may not be essential for every parent, especially those leaning toward a minimalist setup, it’s a standout solution for families who value the reassurance of thoroughly cleaned and sanitized feeding gear with minimal effort.
We were also impressed by Papablic’s lineup of on-the-go feeding tools, including their portable bottle warmer, Sterilizer Pro, and breastmilk cooler. A particularly clever detail was their swirlable bottle warmer, designed to gently circulate milk so it warms evenly without hot or cold spots. These solutions feel especially practical for busy families, particularly parents navigating life with a second or third baby, who need reliable feeding tools that work both at home and on the go.
Zoey Naturals
Zoey Naturals was inspired by one family’s search for safer, gentler products for their baby. After welcoming their daughter Zoey, the founders became careful label readers and quickly realized many traditional baby products contained ingredients they weren’t comfortable using. They partnered with Zoey’s grandfather, a skincare industry pioneer with more than 30 years of experience developing natural products for luxury resorts, to create a line designed specifically for delicate baby skin.
What we loved learning at Prego Expo is that the line has continued to evolve alongside the daughter who inspired it. The products feature beautiful, minimalist packaging and thoughtfully selected natural ingredients, including subtle scents derived from essential oils. One standout for us was the mineral sunscreen stick, a simple, mess-free option that feels especially practical for protecting little ones while on the go.
Axkid
Axkid, a Swedish company known for its uncompromising approach to safety, truly blew our minds at Prego Expo. The brand designs a full range of thoughtfully engineered car seats for every stage, from infant seats to extended rear-facing seats and boosters. What sets Axkid apart is their belief that meeting safety standards isn’t enough. While most car seats are tested to meet minimum regulations, Axkid goes further by over-testing their seats with larger crash test dummies to better simulate real-world conditions and provide maximum protection for growing children.
Beyond the impressive safety philosophy, we were struck by the beautiful Scandinavian design and the thoughtful engineering behind each seat. The craftsmanship, clean aesthetic, and intuitive installation system made these seats stand out immediately. Axkid is just beginning to enter the U.S. market, and based on what we saw, we expect this Swedish brand to quickly become a highly considered option for safety-focused parents.
Stork Exchange
Stork Exchange is on a mission to flip the script on baby gear shopping by proving that families don’t have to choose between quality, affordability, and sustainability. The company gives returned and gently used baby gear a second life, making it easier for parents to access trusted products while saving money and reducing waste. Every item goes through a thorough inspection by trained experts to ensure it is authentic, safe, clean, and fully functional, with a clear condition grading system so parents know exactly what to expect before purchasing.
We love the practicality of this concept, especially for big-ticket items that babies quickly outgrow. Since launching in 2021, Stork Exchange has helped families save hundreds of thousands of dollars while keeping thousands of baby products out of landfills. It’s a thoughtful solution for parents who want a more sustainable way to shop for baby gear without sacrificing convenience or peace of mind.
Hälsa Baby
Hälsa Baby was founded by parents who also happen to be engineers, inspired by existing baby monitoring technology but convinced it could be better. Their goal was to build smarter systems and algorithms that measure what truly matters for parents, while also recognizing that data alone isn’t enough when it comes to caring for a newborn.
What stood out to us at Prego Expo was the thoughtful all-in-one design of their monitoring system. Hälsa brings together a camera, a hub that doubles as a noise machine and charger, a smart sensor with an ankle band, and an app that ties everything together. This integrated approach simplifies the nursery setup while providing meaningful insights that help parents feel more confident and supported during those early months.
Joolz
Joolz is a premium Dutch baby brand built for real parents navigating everyday life with a stroller in tow. Founded in Amsterdam in 2004 by Emile Kuenen, the company set out to solve the challenges of moving through busy city streets with a baby. Since launching its first stroller in 2007, Joolz has become known for its commitment to ergonomic design, sustainability, and modern style, guided by what they call “positive design” that supports both families and the world their children will grow up in.
At Prego Expo, we were struck by the sophistication and functionality of the Joolz strollers. The thoughtful design details, smooth maneuverability, and sleek aesthetic make these strollers feel both highly practical and beautifully crafted. It’s clear that Joolz is focused on helping parents stay comfortable, balanced, and in control while navigating life with little ones.
Tiny Trials
Tiny Trials was founded by Myranda Duma, a mom of two who understands the invisible mental load that comes with preparing for a new baby. After experiencing firsthand how quickly small decisions around feeding, sleep, and everyday essentials add up, she created Tiny Trials to help simplify product discovery for parents. The concept is refreshingly simple: instead of committing to full-size products before knowing what will work, families can try curated selections of baby items in smaller trial formats first.
What immediately resonated with us about Tiny Trials is how practical it is for products like bottles and pacifiers, where every baby has their own preferences. Many parents stock up on a single brand only to realize later it doesn’t work for their baby or their routine. By allowing families to experiment with different options before committing, Tiny Trials helps reduce unnecessary purchases and makes the process of finding the right products feel much more manageable.
Expecting Families Are Also Asking
What are the best baby brands to add to a registry?
The best baby brands are the ones that solve real problems for your daily life—not just the most popular names. Look for brands that prioritize safety, ease of use, and thoughtful design. From smarter feeding tools to sustainable gear and flexible product trials, modern parents are increasingly choosing brands that offer both function and peace of mind.
What new baby products are worth it in 2026?
In 2026, the most valuable baby products are those that simplify decision-making and reduce mental load. All-in-one systems (like integrated monitors), multi-functional feeding tools, and “try-before-you-buy” concepts are gaining traction. Parents are also prioritizing products that save time, reduce waste, and adapt as their baby grows.
Are sustainable baby products worth it?
For many families, sustainable baby products are absolutely worth it—especially for items that are used short-term. Platforms that offer gently used or refurbished gear can significantly reduce costs while keeping high-quality products in circulation. It’s a practical way to balance budget, convenience, and environmental impact.
How do I choose the right baby products for my registry?
Start by focusing on your lifestyle, not just your baby. Think about how you’ll feed, sleep, travel, and recover postpartum. Instead of overloading your registry, prioritize a few well-designed products in each category—and leave room to adjust once you learn what works best for your baby.
At Poppylist, we believe your baby registry should reflect what actually works for your life—not just what’s popular. Many of these brands are exactly the kind of thoughtful, problem-solving products we encourage parents to consider when building their registry with intention.
