Babyshop's mission to make a positive impact in the world

Committed to Children’s Well-being and Development

Established in Bahrain in 1973, Babyshop has grown from being the Landmark Group’s flagship brand into an influential omni-channel entity dedicated to children’s well-being and development. More than just a trusted provider of children’s fashion, nursery products, feeding essentials, travel systems, and toys, we see ourselves as partners in parenthood and champions for children.

Our journey spans 50 years, 13 countries, over 230 brick-and-mortar stores, and a thriving e-commerce operation. Along the way, we have had the privilege to serve and earn the trust of over 100 million customers.

However, for us, this journey is about more than numbers - it’s about making a meaningful difference in the lives of children, particularly those in need. Guided by the belief that Every Child Deserves the Best Start in Life, we channel our efforts beyond retail, launching initiatives that uplift, support, and bring joy to children in need.

Transforming Lives
of War-Affected

with Science-backed

In the words of our CEO, Ruban Shanmugarajah , “Babyshop stands for every child’s right to a peaceful, nurturing start in life.
In the face of conflict and hardship, it is our responsibility to extend our care and support to these children under our watch.”

Our mission is to foster a more caring and empathetic world, one child at a time. This mission is the driving force behind our latest initiative, “Frequencies of Peace.” Developed in partnership with UNHCR, Spiritune, and Anghami, this unique, scientifically-backed lullaby is designed to bring solace and comfort to children affected by war and trauma in the Middle East.

“Frequencies of Peace” is more than a lullaby-it’s a beacon of hope and resilience, promising a brighter, more peaceful future.

We urge everyone to join us in this endeavor. Together, we can ensure that every child has the opportunity to dream, grow, and flourish in a world filled with love, peace, and empathy.

The Partners behind
the project

The Office of the United Nations High Commissioner for Refugees (UNHCR) has been safeguarding the rights and well-being of refugees worldwide for over seven decades. Working in various conflict-torn regions, the UNHCR provides vital assistance, including shelter, healthcare, and education, to those forcibly displaced from their homes. Moreover, they seek durable solutions to displacement crises and advocate for inclusive policies to protect refugees. Their mission aligns seamlessly with the Frequencies of Peace initiative, as they are both dedicated to providing comfort and support to the most vulnerable, especially children affected by war. With their expansive network and on-the-ground expertise, UNHCR’s involvement is crucial to the initiative’s mission of healing through music.

Spiritune is a groundbreaking app that uses the power of music to influence people’s emotional states and overall well-being. Leveraging advancements in neuroscience and music psychology, the platform delivers personalized soundscapes designed to help users manage their emotions and improve various aspects of their life, from stress management and focus to sleep quality and relaxation. The app uses a unique algorithm that considers several factors, including users’ goals, current mood, and even time of day, to generate the perfect soundtrack for their needs. Spiritune’s innovative approach to mental health, backed by extensive research, shows a commitment to leveraging the power of music for positive change - a principle that aligns perfectly with the Frequencies of Peace initiative.

Anghami is the leading music streaming platform in the Middle East and North Africa (MENA) region. Since its launch in 2012, Anghami has been instrumental in revolutionizing the music industry in the Arab world, providing a platform for regional artists to connect with millions of listeners. Offering an extensive library of international and Arabic music, the platform serves as a vital conduit for cultural exchange and understanding. Anghami’s commitment to fostering a vibrant music scene and its broad reach in the MENA region make it an invaluable partner for the Frequencies of Peace initiative, helping to ensure that the lullaby reaches the ears of those who need it most.

Join the Initiative

and make a difference today!

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