We launched the first ads for Tuko this week. It's a baby carrier for dads. Most
By Ben Leonard · October 14, 2026 · Curated by George's Blog
We launched the first ads for Tuko this week. It's a baby carrier for dads.
Most of the response has been good. Some of it hasn't.
The comment that stuck with me said dads only want to carry the baby in public "to look like dad of the year".
I understand where that comes from. For a long time a dad pushing a pram was treated as a novelty. Plenty of mums have watched him get praised for an afternoon of something they do every day without anyone noticing.
The fix for that is more dads carrying, often enough that nobody bothers to notice.
It's harder than it sounds when the gear doesn't fit. I ended up using the least worst of my wife's. My back and shoulders were sore, and she had to readjust it every time I'd had it. So I carried less, and she carried more. The whole family missed out.
That's what I built Tuko to fix. When the carrier fits him, he carries for longer and more often, and mum's back gets a break. She still gets to carry, of course, because carrying your child is amazing.
Link to our pre-launch in the first comment 👇