The Products Promote the Message of Kindness to Young Children and Their Families

After teaming up for the #BeKind21 Campaign in 2020, Bumkins and Born This Way Foundation, founded by Lady Gaga and her mother, Cynthia Germanotta, have collaborated to create products promoting messages of kindness, a key tenet of the Foundation. 12% of the net proceeds of each purchase, at a minimum of $100,000 per year, will benefit Born This Way Foundation and its mission of supporting youth mental health, and working with young people to build a kinder, braver world.

As the world struggles to navigate a global pandemic, the issues of kindness and mental health have come to the forefront. In hopes of normalizing the discussion of these subjects, an assortment of some of Bumkins’ most popular products stylishly feature words of kindness, love, acceptance, and bravery.

“Bumkins is excited to once again partner with Born This Way Foundation to bring their message of kindness to our bibs, bags, and more. We believe the foundation for kindness begins at home. By bringing this messaging to our line of bibs, we bring these important discussions to mealtime, when many families gather. From there, we couldn’t help but bring the adorable prints to our other products as well. Through the Bumkins network of parents and caregivers, we hope to highlight kindness and mental health awareness to encourage our community to be kinder to themselves as well as to instill kindness in their children, neighborhoods, and beyond.” – Jakki Liberman, President, Bumkins

The lineup of products ranges from bibs to bags to art supplies. Bibs in the collection include the first-foods Starter Bib, award-winning SuperBib®, full-coverage Sleeved Bib, and the Junior Bib for toddlers who still need some coverage during messy meals. The audience ages up to include school-aged kids with the inclusion of Bumkins’ line of reusable Snack Bags, a lunchbox staple that reduces single-use plastics. The fun designs put these positive messages for kids in a light that conveys it’s cool to be kind. A set of Clear Travel Bags also allows the messaging to be packed into backpacks or help organize purses, diaper bags, and luggage. A Wet Bag and Wet/Dry Bag with words of kindness can be stashed in diaper bags or gym bags to keep dirty or wet items separate and zipped away. Wrapping up the collection are Art Smocks, both long-sleeved and short-sleeved, for little artists, and a Splat Mat that protects floors and tables from food or art spills.

“We are grateful for Bumkins’ generous support of Born This Way Foundation and the important message they are sending by showing kindness begins in our homes. #BeKind21 has a significant

role to play in nurturing empathy, kindness, hope, and wellness, for the young and the young at heart,” said Cynthia Germanotta, President and Co-Founder of Born This Way Foundation.

The Born This Way Foundation by Bumkins collection will be available Fall 2021 online at bumkins.com, Nordstrom.com, and Target.com, and in-store at Nordstrom, Meijer, and buybuy BABY. For more information about the collection, visit bumkins.com.


About Born This Way Foundation

Born This Way Foundation, co-founded and led by Lady Gaga and her mother, Cynthia Germanotta, supports the mental health of young people and works with them to build a kinder and braver world. Through high-impact programming, youth-led conversations, and strategic, cross-sectoral partnerships, the Foundation aims to make kindness cool, validate the emotions of young people, and eliminate the stigma surrounding mental health. Learn how the Foundation encourages people to practice kindness towards themselves and their communities at bornthisway.foundation and its storytelling platform Channel Kindness at channelkindness.org.

About Bumkins

Built upon the success of the company’s award-winning SuperBib®, Bumkins’ product line includes a variety of baby and toddler bibs, children’s smocks, and eco-friendly reusable bags made from its signature soft machine washable, waterproof fabric. Geared towards children ages 0-7 years, the company has also branched out to produce silicone teething products along with a line of silicone dishware and utensils, further solidifying its stronghold in the feeding industry. Based in Phoenix, Arizona, Bumkins products feature fun, colorful prints of Bumkins’ own design, along with those from licenses like Born This Way Foundation, Disney, DC Comics, Hello Kitty®, Harry PotterTM, and Nintendo. For more information, please visit bumkins.com.