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Welcome 
to the Smoosh world!

Smoosh

Never a dull moment.

Smoosh is a new in-house brand created by New Valmar,  built on more than 30 years of expertise in baby and children's products. Designed to bring a fresh perspective to the industry, Smoosh combines playful style with thoughtful functionality  to create products that families truly love.

New Valmar building

New Valmar is a European B2B multi-channel developer and distributor with over 30 years of expertise in the baby and children's sector. Through our extensive network, we support retailers across Europe and around the world with end-to-end solutions, from product development and branding to marketing, distribution, and after-sales support.

About New Valmar ↗
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Graphic images collage mobile about1

Quality, 
the Smoosh way

6 steps to creating kids products parents can trust.

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Graphic images collage mobile about2
  • Step1 customer insight

    Based on customer insights

    Every Smoosh product starts with real life. We take the time to understand the needs, routines and lifestyles of today's parents, turning everyday insights into meaningful product solutions. Throughout the entire development process, parents are involved to help us create products that truly fit family life.

  • Step2 product development

    Rigorous product development

    Every product is thoughtfully designed in-house to combine functionality with a distinctive look. Inspired by the organic, flowing shapes of our Smoosh mascots, each design shares the same recognisable colours and playful details. It's these thoughtful touches that bring the entire product range together.

  • Step3 design

    Design with purpose

    Let's be honest—you'd rather buy something for your little one that you love too. That's why our in-house designers created playful illustrations that spark children's imaginations while fitting beautifully into modern family life. No loud, overstimulating prints—just original, tasteful designs that delight little ones and grown-ups alike.

  • Step4 packaging

    Packaging with emotion

    Packaging should do more than protect a product—it should make you smile. Designed to catch the eye and simplify shopping, every Smoosh pack features its own playful mascot, bringing personality to each category and making the brand instantly recognisable on every shelf.

  • Step5 quality

    Playful designs, serious quality

    Great design means nothing without great quality. That's why every Smoosh product is thoroughly checked by our in-house quality specialists before it reaches the shelf. Safe, reliable and fully compliant with the latest European regulations—giving retailers and parents complete peace of mind.

  • Step6 aftersale

    Support beyond the purchase

    Buying a Smoosh product is only the beginning. Backed by the New Valmar team, you can count on personal support, quick follow-up and a listening ear whenever you need us. Because great products deserve great service.

Where are we?

Always within reach. Smoosh products are available across the world through a broad network of trusted retail partners. Whether you're visiting a supermarket, baby store, pharmacy, discount retailer, or local shop, we're committed to making Smoosh easy to find, wherever families need us.

Our retail partners ↗

Let's connect!

Whether you're a parent with a question, a retailer looking to stock Smoosh, or a distributor interested in working together, we're always happy to connect.

Contact us ↗
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