Graco Reframes Safety for a New Generation of Parents With "The Safest Place Outside Your Arms"

Mar. 16, 2026

As modern parents navigate rising anxiety, information overload, and evolving expectations around baby safety, Graco, America’s leading baby gear brand trusted by families for more than 70 years, is redefining what safety means for a new generation of parents.

Graco recognized a deeper cultural shift for Millennial and Gen Z parents, who now represent the majority of new families, toward newer, fashion-forward brands.

Kris Malkoski, President, Learning & Development at Newell Brands said:

“New parents prioritize their baby’s safety above all else. Graco products are engineered to exceed regulatory safety standards and have been rated #1 in safety by parents year after year. We are reasserting our safety leadership behind a new brand positioning, The Safest Place Outside Your Arms.”

 

 

Brand Imagination Group (BiG), Graco’s creative agency, recently launched a new national campaign behind the brand’s new positioning.

Barry Krause, CEO of Brand Imagination Group (BiG), Graco’s agency said:

“Parents instinctively say, ‘I got you’ when lifting their baby, buckling them into a car seat, or setting them down for a nap. That universal phrase was our lightbulb moment. It became the emotional foundation for the entire platform.”

 

Rick Wayne, Executive Creative Director of BiG said:

“It struck us that those three words are the purest expression of safety. I Got You Babe’ is musical reassurance. It transforms safety from something you test into something you feel. That emotional shift allowed Graco to connect with parents at the level of trust that earns long-term loyalty.”

 

The new platform transforms Graco’s leadership in protection and performance into an emotional promise. Underscored by a contemporary reinterpretation of the Sonny & Cher classic “I Got You Babe,” the creative follows real parents and babies from hospital discharge through early toddler milestones. Graco car seats, strollers, swings, and bassinets are integrated into authentic, lived-in moments, creating the first unified emotional platform across Graco’s full portfolio.

Kris Malkoski said:

“Our baby portfolio is built on listening to parents, anticipating their needs, and designing products that deliver peace of mind. Every ride, every nap, every milestone matters. When arms are full, Graco is there to ensure the safest place outside your arms is always within reach. BiG captured that promise beautifully.”

 

The campaign recently rolled out across broadcast, digital, social, retail, and e-commerce channels and is already delivering share growth.

Krause said:

“We didn’t want to advertise safety, we wanted to dramatize the emotional promise behind it. Iconic brands grow when they modernize emotionally. This campaign proves that when you align deep human insight with creative craft, you can resonate with both Millennial and Gen Z parents and drive real business impact. Graco leadership views the campaign as a powerful articulation of the brand’s enduring mission.”

 

Graco’s commitment to safety includes owning and operating its own crash test facility in Atlanta and employing certified passenger safety technicians who educate communities nationwide. As part of Newell Brands’ broader baby portfolio, Graco continues to demonstrate category leadership, with Graco, Baby Jogger?, and NUK? earning more than 25 industry awards in 2025 from The Bump, Babylist, Parents, Core77, and Good Housekeeping.

With “The Safest Place Outside Your Arms,” BiG has created a scalable, emotionally driven platform designed to sustain Graco’s leadership while ensuring relevance for the next generation of families.