On a mission to “Save the World from Boring Baby stuff” is how Cosatto describes its goal of supplying parents and parents-to-be with fun and exciting products for their little ones.

With its product range consisting of colourful, safe, and functional items such as strollers, highchairs and car sears, the family-owned entrepreneurial company supplies to retailers large and small in the UK and Ireland, has distributors in more than 20 countries and sells directly to consumers through its website.

To help develop its range and achieve its goals, Cosatto prides itself on having a great team, amazing creativity, and a fun brand. The company has a set of 13 core values, which are talked about regularly and are the basis for monthly awards where employees can nominate their colleagues for an accolade directly related to their values. Called ‘Saving the World Awards’ (drawn from their mission statement) nominees receive a badge and a small prize or can choose to instead make a donation to charity.

That’s not the only values-based initiative at the company; additionally, it has a twice-yearly ‘C Factor’ competition, where everyone is scored by their 12 closest colleagues against each of the values. Whoever gets the highest score, or is a biggest mover, receives a prize.

Leaders use methods such as Zoom calls, Q&A sessions and regular email circulars, to keep employees informed on everything from sales and finance to wellness and more. Directors personally used these channels to connect with employees with daily music or comedy suggestions to boost morale.