Supportive, comfortable and secure, our brand-new Mamas & Papas baby carrier, Kudo, has been expertly designed to click with you, your baby, and your day.
Developed in partnership with chiropractic experts at McTimoney College of Chiropractic - an internationally recognised chiropractic training college – its innovative design ensures healthy posture alignment, so connection with your baby never comes at the cost of comfort.
With a supportive structure that includes specialist lumbar and pelvic support, Kudo encourages a correct carrying position and evenly distributes weight as baby grows, allowing you to stay close and connected without discomfort or strain.
Here, we sit down with the Mamas & Papas designer and chiropractic expert behind Kudo – New Product Development Senior Designer Amy Bland and Professor Christina Cunliffe, Principal of McTimoney College of Chiropractic – to find out how they collaborated to create a baby carrier that every type of body loves, thanks to its simple, intuitive fit, supportive features, and posture-friendly design.
When & how did you decide to collaborate on this new product launch?
A: We started working on the product around three years ago, really digging into what parents struggle with when using baby carriers. Back pain came up again and again –especially as babies grow heavier. I know babies, but posture isn’t my area of expertise, so we knew we needed a true specialist. That’s when I reached out to Christina at the McTimoney College of Chiropractic, and luckily, she got back to us.
C: I was genuinely delighted to be involved. In my practice, I see a lot of parents and children, and posture plays such a key role in long-term health. Being part of a project from the very beginning – one that wasn’t just about creating a fabulous product, but one that actively supports a parent’s body – was incredibly exciting.
What research did you do before starting to design?
A: We did a huge amount. Surveys, focus groups – and at that point, I hadn’t even used a baby carrier myself. So, I was quickly out in parks with weighted dolls, testing competitor carriers in real-life situations. Hot weather, cold weather, getting them on and off and doing things around the house. It was about really understanding, from a personal and practical perspective, where the frustrations and pain points were for parents.
C: That kind of real-world research is so important. There’s lots of published clinical research, which is valuable, but translating that into how a product actually works for parents day to day is where the real impact happens.
Amy, what drew you to the McTimoney College of Chiropractic to help develop Kudo?
A: When I started looking into chiropractors, it felt like a whole new world. I kept asking, “Who should I speak to?” and McTimoney kept coming up. What really stood out was the breadth of what they do: training chiropractors all over the world, not just in adult care but also for children and even animals. I remember thinking, these are the spine people. Christina’s depth of knowledge is incredible – she really is the queen of posture.
C: At the core, people are people wherever you go, and the fundamental principles of how the body works are the same. One thing that defines chiropractic care is taking a holistic view. Pain might show up in one place, but the body works as a whole, so it makes sense to support it as a whole.
Christina, what key features were you looking for in the design of Kudo to support healthy posture?
C: Posture is absolutely central, especially when babywearing. The key is carrying weight through the pelvis and distributing it evenly across the hips. That’s where we really focused our attention, making sure the upper body is properly supported and that pressure is carried correctly. That’s how the pelvic support panel came about.
Pull-forward adjustments were also essential, so the wearer can make changes to the fitting themselves without twisting or reaching around, which can compromise posture.
Working with Amy was a brilliant collaboration – two specialists coming together, testing, adjusting, refining. You don’t get it perfect straight away, but suddenly everything clicks, and you realise you’ve created something really special.
What is your favourite feature of Kudo?
A: For me, it’s the cuddle pocket. The posture support is obviously amazing, but that pocket adds another layer of comfort and security. Being able to wrap your arms around your baby and hold them close makes you feel connected, calm, and safe.
C: Yes, it really taps into something very human. I loved that feature when Amy introduced it. But from my perspective, it always comes back to posture and feeling secure. The Posture Align click dial is genius – it tightens the back strap in a way that gently draws the shoulders back, encouraging a healthier carrying position that’s tailored to the individual. That was a real magic moment in Kudo’s development.
Christina, what common posture concerns do you see in parents and what can parents do if they’re concerned about babywearing?
C: One of the most common issues parents come to me with is lower back pain. This can sit centrally in the lower back, radiate into the hips, or affect the joints at the back of the pelvis. These areas tend to hold a lot of strain, leading to muscle aches, stiffness, and reduced mobility.
Another often overlooked area is the neck. As the body compensates from the pelvis, tension can travel upwards. Adding stress to the mix can cause shoulders to lift, leading to neck and shoulder discomfort and even headaches. These issues may be linked to how they carry their baby, as well as postural habits they have naturally adopted over time, such as the way they sit, stand, and sit.
If you’re unsure about using a baby carrier correctly or have an existing back issue, there’s lots of good information available online, but seeing a local chiropractor can be really helpful. They can check the fit of the carrier and give personalised advice on posture. At our Oxford and Manchester clinics, we also run community clinics where parents can come in for free postural guidance.
Amy, beyond posture support, what other day-to-day benefits does Kudo bring for parents?
A: Using a baby carrier isn’t just about going for walks – it’s incredibly useful at home. It means you don’t always have to put your baby down to free up your hands, so you can stay close while getting on with everyday things. Making a cup of tea, doing your hair, hoovering – it gives parents more freedom while keeping that closeness baby craves.
What other parent insights helped shape Kudo's design?
A: A big one was confusion. Parents told us they often felt tangled up in carriers, unsure where their head or arms were meant to go. So, ease of use became a huge priority. That’s why Kudo has a large over-the-head opening and all the adjustments at the front – no awkward reaching around required.
Parents also said carriers can feel daunting, so we wanted the experience to feel simple and intuitive. Through multiple user trials, we kept refining the design with real day-to-day life in mind, so Kudo truly supports parents and gives them more confidence and freedom.
C: Exactly. We knew the design was technically sound, but what really matters is that when you put it on, it feels instinctive. You know what to do, how to adjust it, and you feel comfortable and supported straight away.
Visit us in store to try on Kudo and experience its features firsthand, or book a virtual appointment for a quick, expert-guided demo via one-way video call.
Meet Amy
New Product Development Senior Designer at Mamas & Papas
What was your role in the design of Kudo?
As the lead designer on Kudo, I guided the project from early research and concept development right through to the final product you see today.
What do you love most about Kudo?
The journey that I’ve been on with it. From the very first ideas to seeing it come to life, knowing I’ve designed a product that will be used and appreciated by parents every day.
Tell us a fun fact about you?
I’m a self-confessed crazy cat lady. I have two fluffy white Persian cats. During my Kudo research, I even roped them into being ‘test babies’ in carriers.
Meet Christina
Principal of McTimoney College of Chiropractic
What was your role in the design of Kudo?
I was involved from the very early stages of Kudo’s development, bringing my expertise in posture into the design process to help ensure the carrier supports healthy, confident babywearing.
What do you love most about Kudo?
That it truly adapts to the individual wearing it. From a postural point of view, it helps parents feel safe, secure, and well supported, which is so important when carrying a growing baby.
Tell us a fun fact about you?
I’ve always been a Star Trek and Star Wars fan. As a chiropractor who works with ‘force’ every day, I quite enjoy knowing that the force is very much with me.
