Mother has launched a design and development company, Mother Goods. It creates and sells products that, by their very nature, change how people think about and behave around specific issues in the world. Physical products that deliver specific social messages. It also underlines Mother’s reputation as the agency that creates provocative advertising ideas that impact culture and drive growth for some of the world’s most famous brands.
Mother Goods will look for and develop product ideas that create progress for the world based on social and cultural phenomena. The venture addresses a wide range of deserving causes and social issues, from gun control to LGBTQI+ and women’s rights, social media obsession and many more. The products live on the Mother Goods website, Mother-Goods.com and the company’s Instagram @_mothergoods; will go live on launch.
The launch is the latest example of Mother’s mission, Make Our Children Proud, meaningfully brought to life. Make Our Children Proud guides how Mother thinks and acts across its global footprint, and is more than ideology. It is the lens through which the agency makes decisions every day and works to disproportionately impact people, businesses, and society.
In most cases, products are available for purchase. In others, IP developed by the company can be bought or rented. Mother Goods currently has a long list of IP in development and will continue to develop manufacturing and retail partnership expertise. Profits from Mother Goods will be donated to leading advocacy organisations tied to the social issues the products address.
The products so far:
In tandem with the company launch, Mother Goods is debuting two all new products, four that were previously announced, and two coming soon:
New: Kickback Lounge Wear: A line of bullet-resistant leisurewear designed to protect you from guns in the comfort of your home.
Not available for retail purchase.
New: Cûf: A statement on the depths of our technology obsession in the form of a super luxurious phone case.
Limited quantities available—order now!
Previously announced: goop Luxury Diapér: A campaign with Goop and Baby2Baby that raises awareness of national diaper poverty and lobbies for a ban on America’s diaper “luxury” tax.
Not actually for sale.
Previously announced: Blood is Blood: Part of The Gay Blood Collection, a line of blood-ink products made to challenge anti-LGBTQI+ systems.
Limited quantities available. Order now with free shipping!
Previously announced: Public Boob: A giant boob installation created in support of the #FreetheFeed campaign, championing women’s right to breastfeed in public.
Contact us for rental opportunities today!
Previously announced: Russian dolls: Gay-icon nesting dolls auctioned in partnership with Kaleidoscope Trust to combat Russia’s draconian anti-LGBTQ+ laws.
Sold out.
Coming soon: Lullabombs: A children’s sleep aid
Coming soon: The Gay Blood Collection: Tools for bloody change
Peter Ravailhe, chief executive officer & partner, Mother USA, commented, “This is our global shop front for creativity, where we turn our ‘ideas for goods’ into actual goods that can have impact in the world. We have never been afraid to express our point of view through our work and our unique culture at Mother. Now is more important than ever that we use our entrepreneurial creativity in ways that people want to engage with ideas that have impact.Our goal is to have products that change minds and behaviours in over a million homes.”
Paul Malmstrom, founding partner, Mother USA, added, “We’re viewing Mother as a brand of sorts, and Mother Goods is one way of showing what we stand for and with what level of originality and fearlessness we express our own brand. I believe this is very attractive for the best creative thinkers out there, and in turn, the most interesting clients have always been interested in working with the most interesting thinkers.
“At the heart of Mother Goods is problem solving. We do it in the way we’re good at – by finding really unique ways of addressing an issue. We believe, by expressing ourselves with boldness, we have a greater chance to create action and positive change. We’re deliberately pushing the expressions as far as we can to learn about what is fantastic, and what is complete idiocy.”
“I don’t think it’s super unusual in our industry to believe brilliant ideas can create positive change. However, I think it’s unusual for a creative agency to invest, both our own brand and our own money, to put such beliefs into action. We do this globally, and as an ongoing, dedicated effort. Mother Goods is one of the ways those beliefs come to life.”
Peter Robertson & Susan Hosking, executive creative idrectors, international at Mother Family, stated, “We’ve never been afraid to express our point of view to the world… and now we’ve dedicated a whole shop to it. We want to create debate, provoke positive change and make some really cool stuff.”