• Business Week, Tuesday, November 13, 2007 12:17 PM

High chairs normally retail for $80 to $120, but Bloom's stylish and functional baby chairs retail for $180 to $500. "There's nothing more emotional or more important or closer to you than what product is going to be used on your baby," says Simon May, one of the four dads behind the 2-year old company that expects global sales of $15 to $20 million this year.

Bloom is just one example of how entrepreneurs are profiting from the current wave of selling child-related products and services by appealing to parents. Other examples include clothing designers, writers, even nursery decorating consultants. Some of these businesses tap into parental concerns by positioning their products as more than just material goods or practical services; others target parents' political, physical or social insecurities.

Not only are many parents today insisting on the best for their kids, they are willing to pay for it. U.S. spending on food, clothing, personal care, entertainment and reading for kids reached $115.6 billion in 2006 and is expected to top $143 billion by 2010, according to market researcher Packaged Facts.

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