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hauck celebrates 100th anniversary with Disney

hauck celebrates 100th anniversary with Disney

In 1923, Felix Hauck would never have imagined that his basket weaving business would one day become a world-famous company. This year, hauck is celebrating its 100th anniversary at the same time as its longest licensing partner Disney. To mark the occasion, the Travel N Care Set, a pushchair with matching bag, is available in the limited “Disney100” style. Further plans for the anniversary year include expanding the baby range, a design exhibition with Germany’s only vocational school for basket weaving and increased charitable work.

In the 1980s, hauck became the first licensee of The Walt Disney Company on the German baby market. As both companies are celebrating their 100th anniversary at the same time in 2023, they are launching a joint anniversary product: the limited-edition Travel N Care Set, consisting of a travel pushchair and a matching bag. This edition features special holographic design elements of Mickey and Minnie Mouse in the pram canopy. The pushchair was designed for easy everyday use with the following properties: An aluminium frame makes the pushchair light, yet stable and capable of carrying up to 25 kilograms. It can be folded with one hand and stands on its own thanks to the transport lock. It will be available in stores from April.

Moving into a new century

This year, hauck is not only celebrating an anniversary, but is also expanding its baby product range. As a caring companion for newborns, the company offers a broad and versatile product portfolio. New additions to the baby range include bath tubs and changing mats. FSC®-certified wooden toys, such as play boards with a motor loop or a sound game for the Alpha highchair, are also among the new products. In the second half of the year, hauck also plans to expand its social commitment. But first, a joint project with the only vocational school for wickerwork design in Germany will be presented to the public. 

From regional craft to global brand

Until the end of the First World War, basket weaving was the most important branch of industry in the triangle formed by the towns of Lichtenfels, Coburg and Kronach. Reeds were plentiful because of the many meadows along the River Main. Sonnefeld, the place where hauck is located, is also part of this region. Therefore, it was only natural that Felix Hauck opened a basketry in 1923. He quickly recognised the potential for further expansion and began to manufacture bassinets for babies. hauck continuously expanded its product range. In the 1950s, footmuffs, prams and travel cots were added, followed by highchairs, safety gates, bicycle trailers and play vehicles. hauck has been exporting its products to the UK since the 1980s, and since 1992, the products are sold and distributed on all continents and in more than 95 countries. hauck’s UK office is located in Wrexham, Wales and managed by Helen Robinson, Head of Sales GBI. Four years ago, the private equity firm Avedon Capital Partners B.V. acquired a stake in the company. With this strong partner, the business model will be further developed and growth increased. The company’s focus has remained the same over the years: “Made to care, designed for love” is the company’s new brand claim since the rebranding last year and a promise to all parents to continue developing innovative baby and children’s products.

Joint design exhibition with the Lichtenfels School of Wickerwork

In its anniversary year, hauck is remembering its roots and the craft with which it all began: In cooperation with Germany’s only vocational school for wickerwork design, traditional wickerwork craft meets modern nursery objects in an exhibition. Under the motto “In harmony between care, sustainability and traditional wickerwork”, the students designed everyday helpers for a life with children. Modern interpretations of cribs, nursery decorations and prams in traditional wickerwork were created. The exhibits of the “Berufsfachschule für Flechtwerkgestaltung” (vocational school for wickerwork design) can be seen on the social media channels of hauck_international and hauck_deutschland.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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