Our Story

Born from Love. Built with Purpose.

Baby Jack & Company didn't start in a boardroom — it started on a couch, with a new mom, a baby named Jack, and a moment that changed everything.

When Kelley Legler watched her infant son Jack get his tiny finger caught in the ribbon loop of a tag blanket, she didn't just worry — she got to work. With a background in marketing and a heart full of determination, Kelley set out to create the safest tag toys on the market, sewing ribbons shut to protect little fingers, toes, and babies with tongue ties from getting stuck in loops. What began as a hobby became a mission, and that mission became Baby Jack & Company.

A Family Business, Through and Through

From the very beginning, Baby Jack has been about family. Kelley built the early years of the business alongside her mother-in-law Nancy, hand-sewing products and learning every corner of entrepreneurship — from building her own website with basic HTML to photographing every product herself. As her kids Jack and Bailey grew, so did the brand. Their crayon drawings became the fabric designs you see today: farm animals inspired by generations of Wisconsin farmers, music prints celebrating kids with congenital heart defects, sports loveys for every fan, and state & city collections that teach geography one tag at a time.

Every photo on the Baby Jack website and social channels features real customers — the #babyjackfan community that has become a true family to Kelley.

The Learning Lovey™

Baby Jack products are more than comfort items — they're developmental tools. Kelley trademarked The Learning Lovey™ to capture exactly what these toys do: they teach, stimulate, and comfort kids of all ages. Each design is intentional, each ribbon is safe, and each product is made with the care of a mom who knows what matters most.

Today, Baby Jack products are sold in more than 1,800 small toy, baby, and gift shops across the United States — from airports and zoos to museums, national parks, and the 9/11 Memorial Museum Gift Shop. Baby Jack has also gifted thousands of loveys to children in hospitals, military families, police and fire stations, and nonprofits supporting pediatric cancer, congenital heart defects, and neonatal care.

Resilience: Kelley's Breast Cancer Journey

In March 2025, Kelley received a breast cancer diagnosis that changed her world. Found through a routine mammogram — one she almost skipped — the cancer was caught early enough to treat. Through the fear, the fog, and the hard days, Kelley leaned on her family, her community, and a calming word she chose for her biopsy: LOVEY. Two syllables. Breathe in LOVE. Breathe out EEEEEEE.

It's no coincidence that the word she chose to carry her through her hardest moments is the same word at the heart of her life's work. Kelley's story is one of grit, love, and the belief that comfort — in all its forms — can make a real difference.

"Lead with kindness and grit. Don't be afraid to fail, pivot, change and embrace beta test mode." — Kelley Legler

In the Press

Kelley and Baby Jack & Company have been featured in interviews and media spotlights celebrating small business, entrepreneurship, and the power of purpose-driven brands. Read our PayPal Small Business Interview to hear more of Kelley's story in her own words.

Thank You for Being Part of Our Story

Whether you're a parent searching for the perfect first toy, a retailer looking for a brand with heart, or someone who simply believes in buying from businesses that give back — welcome. We're so glad you're here.

Shop our full collection at babyjackandcompany.com or reach out to connect with Kelley directly.