Shanghai Disney X Goodbaby Strategic Alliance
Shanghai Disney Resort and Goodbaby Group Enter into a Strategic Alliance
On June 1, 2021, Shanghai Disney Resort announced in Shanghai, China that it had entered into a strategic alliance with Goodbaby Group, appointing Goodbaby as the Official Stroller Partner of Shanghai Disney Resort. The brand-new stroller specially customized by Goodbaby for Shanghai Disneyland will provide family guests traveling with children with a more relaxed and comfortable park experience.
Joe Schott, President and General Manager of Shanghai Disney Resort, stated: “Shanghai Disney Resort is committed to creating high-quality guest experiences and continuously enhancing the overall guest experience through innovation in every detail. We are delighted to form a strategic alliance with Goodbaby. Over the past few months, we have worked closely with Goodbaby to jointly design and develop this brand-new stroller, creating a more relaxed and comfortable experience for guests visiting Shanghai Disneyland with children.”
Song Zhenghuan, Founder and Chairman of Goodbaby Group, said: “We are very excited to enter into a strategic alliance with Shanghai Disney Resort. With 32 years of professional experience in stroller R&D and manufacturing, this cooperation with the resort has enabled us to achieve new breakthroughs in design. The resort team was deeply involved in every detail, and their relentless pursuit of creating a better guest experience left a deep impression on us. This is also Goodbaby’s commitment to consumer experience. We are thrilled to see our products become part of the experience for many guests at Shanghai Disneyland, and we hope to contribute to every relaxed and joyful visit for family guests.”
Both Shanghai Disney Resort and Goodbaby always place safety as their top priority, and safety was the primary consideration in the design of this stroller. The design team approached the project from all aspects and conducted hundreds of rigorous tests before finalizing the stroller design. The front edge of the stroller features smooth curved surfaces to avoid potential safety hazards to users and passing guests. Goodbaby adheres to strict environmental standards; from material selection to mass production, every step reflects its commitment to environmental protection. All components of the stroller are made of easily detachable, recyclable materials, facilitating recycling and reuse.
As a bellwether of China’s maternity and baby products industry, Goodbaby upholds the philosophy of “serving families” and cooperates with Disney in line with its mission of “caring for children, serving families, and giving back to society.” This collaboration vividly embodies the three extremes of “ultimate quality, ultimate categories, and ultimate product strength.”
Starting from Needs, Focusing on Details to Create Ultimate Maternity and Baby Products
“Products adhere to the innovative philosophy of safety, functionality, and design, perfectly combining technology and art while endowing cultural value. Scientific manufacturing processes and stringent quality standards ensure an outstanding consumer experience.” Through the Disney co-branded stroller project, Goodbaby perfectly interprets its concepts of “absolute safety” and “ultimate experience.”
“A stroller that combines aesthetics and practicality is undoubtedly a key factor in whether families can fully enjoy their park visit. At the initial stage of the co-branded stroller design, both teams engaged in extensive communication, starting from understanding the needs of young parents. By adopting youthful language and design expressions while integrating safety considerations, and by experiencing and evaluating the product from the perspective of actual users, the product was continuously refined in the details. After more than ten months and hundreds of rigorous tests, the product was finally launched,” Song Zhenghuan explained when discussing the background of the collaboration.
On the day of the launch event, Shanghai Disneyland was bustling with visitors, and many young parents experienced the brand-new stroller up close with their children. Unlike similar products on the market, this stroller features a spacious seat that comfortably accommodates children aged 6 months to 7 years, with an adjustable backrest suitable for both sitting and reclining. The brake system is installed on the handlebar, making it easier to operate. The storage basket under the seat provides additional storage space, allowing parents to free themselves from carrying personal items and enjoy the park more easily.
Excellence is found in the details. The new stroller fully considers the real experiences of families visiting the park, with freeing hands while ensuring safety and reliability as the ultimate goal. As stated, “Only such ultimate quality can meet today’s consumers’ pursuit of personalization, diversification, premium quality, entertainment, and experiential value.”
Innovation, Safety, and Environmental Protection: All Are Essential in the Pursuit of Ultimate Quality
Goodbaby’s坚持 on innovation, quality, standards, and China’s “intelligent manufacturing” has enabled it to rapidly grow into a benchmark enterprise in the global maternity and baby products manufacturing industry. Goodbaby established a Chief Quality Officer at an early stage and innovatively built an “ultimate quality assurance model” that emphasizes “quality first, zero defects, and zero tolerance.” “Goodbaby does not only make products or brands; it also makes standards.”
Through long-term practice, new concepts and technologies such as safety, technology, practicality, creativity, and environmental protection have been applied to the design of infant and child products in the pursuit of ultimate quality. Taking environmental protection as an example, Goodbaby follows strict environmental standards; from material selection to mass production, this stroller reflects Goodbaby’s commitment to protecting the environment. “In addition to being tailor-made for Disney in design, this product also upholds Goodbaby’s long-standing ‘cradle-to-cradle’ philosophy in terms of environmental protection. All materials used in the stroller are recyclable, biodegradable, and harmless to the environment, and can ultimately enter industrial or even biological cycles,” Song Zhenghuan explained.
Beyond materials, the design team conducted hundreds of rigorous tests before finalizing the stroller design. The front edge of the stroller features smooth curved treatment to prevent potential safety risks to users and passing guests.
Goodbaby’s relentless pursuit of product quality has long been recognized by the industry, earning numerous awards and honors, including the China Industrial Awards (Enterprise Award), Japan’s G-Mark Design Award, the U.S. JPMA Best Car Seat Award, leadership and participation in the formulation and revision of 222 international and domestic industry standards, establishment of the ISO/PC310 Child Conveyance Vehicles Project Committee Secretariat to set global industry standards, a total of 36 German Red Dot Design Awards, and two iF Design Awards.