How is a new LILLYDOO diaper collection created?
At LILLYDOO, we believe that diapers should not only be skin-friendly, highly absorbent, and comfortable, but also stylish to look at. After all, there is nothing your baby wears more often in their first years of life. That is why we especially enjoy offering little explorers and their parents variety on the changing table, alongside our classic designs with limited edition diaper collections. But what actually happens before a new diaper design lands on your changing table and many others across Europe? We give you a unique behind-the-scenes look and accompany the "making of" our limited edition diaper collection, the Polar Night Collection. Read here what the different departments of our LILLYDOO team have been working on for several months and what our midwife Sissi Rasche has to do with it.
1. Getting Started: Project and Time Planning
Project Manager Jana: "We coordinate the processes and collaboration of the various teams involved in the development of a collection. To ensure the diapers are ready and can be shipped at the launch of the collection, we create a schedule for the involved departments and oversee all steps. This way, we keep track of the project, serve as contact persons when questions arise, and can also make planning adjustments if necessary. Fortunately, we already have considerable experience in planning limited edition diaper collections, so even in the planning of the" Polar Night Collection all team members were already well coordinated with each other. ;) Nevertheless, there was a special feature this time, namely that our LILLYDOO midwife Sissi was involved in the design process. We took this into account when planning the timeline of the design process and also scheduled an additional photoshoot for our website with her.
2. Product Development
Laura from the product team: "We support the introduction of new"
Products and quality assurance of all LILLYDOO products. When a new diaper collection is planned, we first consider which sizes and which Designs we offer and decide together with our suppliers when we can deliver this to our customers.
What is particularly about the Polar Night Collection that we are offering one of the limited designs for the first time in the Diaper sizes Offering 1 and 2 – of course, this had to be taken into account in the planning with our suppliers and the supply chain team.
3. Motivation search and design with midwife Sissi
Nadja and Anna-Sina from the design team: "Designing new concepts is always a special pleasure for us, because here we"
to let our creativity run free. At the same time, with each new collection, we face the exciting challenge of not repeating ourselves in content and design. Everything begins for us with the general overarching theme. As a design team, we first conduct research and a brainstorming session, which we document on a mood board: colors, image elements, objects – everything that comes to mind related to the theme finds its place here.
The Polar Night Collection was of course something very special again, since Sissi was involved from the very beginning in the idea development for
Design A Star Is Born was involved and incorporated her own suggestions into the design process. Together with her, we exchanged ideas repeatedly and, after several design iterations, finally decided on the exact colors, motifs, their placement, and the layout on the diaper. We think the result looks great and hope that many little explorers and their parents feel the same. :)
LILLYDOO Midwife Sissi: "It was exciting to be part of the development of the new diaper collection from the very beginning. The idea for" A Star Is Born came to me, because my family and I spend a lot of time in the
While out and about, we often marvel together at the constellations. In collaboration with the LILLYDOO Design Team, this wonderful motif was created. What was also important to me: A Star Is Born is available in diaper sizes 1 to 6 and therefore suitable for every baby age. Of course, this is especially nice since we will be welcoming new family members ourselves from December, who will then directly slip into the LILLYDOOs in the new design. ;)
4. Bring the new diapers to the website
Swathi, responsible for the technical implementation: "Approximately one month before a new collection is available, we receive images and information about the new designs and the changes that need to be made to the website and app from the project management team. I pass this briefing on to our developers, who ensure that our customers can easily add the new diapers to their subscription or purchase them individually on the website and in the app. If the project management team agrees with the features and the look of the implementations, we test the purchase of the new designs to ensure everything runs smoothly once the changes go live, and collection fans can order the new diapers without any issues."
5. Organization of logistics and shipping
Lea from the Supply Chain Management Team: "When a collection is launched, we are always excited about the cool new designs – but of course, there is also quite a bit for us to do. ;) First, we estimate based on the current sales figures how much our customers are craving variety. Depending on how many units of the limited edition diapers we"
If we want to produce, we order the corresponding amount from our manufacturer. Once it is confirmed when the new designs will be available, we coordinate the processes with our logistics center near Berlin. There, the brand-new diapers are then delivered fresh from production, prepared, and packed upon order by our colleagues.
6. Announce the new collection
Sophie from the marketing team: "Also in the marketing team, a new collection is naturally always a big topic. Right at the beginning"
The development of the overarching theme for the new diapers is underway. Of course, we want to transport our customers to new worlds with each collection, which also align with LILLYDOO as a brand. Once the designs are finalized, we are already considering how to reach and, most importantly, inspire as many people as possible with our new collection. To do this, we plan photoshoots and prepare our communication across all channels: in magazines and journals, on our website, our social media channels, through online ads, and of course via the LILLYDOO influencers. The great thing is that the entire team pulls together to market a new diaper collection. Together, we develop creative ideas for a unique campaign and then implement them – and for the Polar Night Collection, Sissi was naturally part of the creative team: from photoshoots to the development of social media posts, she supported us with her ideas.
Psst! Have you ever wondered where your LILLYDOOs actually come from? Here you get a unique behind-the-scenes look at our diaper production:
Feeling like some variety? The next collection is sure to come! Visit or subscribe to our newsletter to be the first to learn about limited designs and other product updates.