A Chat with Supermom, Lisa Pennell, Founder of Binxy Baby


Let’s face it — grocery shopping with young kids is not for the faint-hearted. Stressful store runs inspired Lisa Pinnell to create Binxy Baby, a shopping cart hammock for babies. We spoke with her about the trial and error process of product development, a relatable white lie involving an Elf on the Shelf, and her genius parenting hacks for busy mornings.

Congratulations on the success of Binxy Baby! What motivated you to create this product?

I created the Binxy Baby Shopping Cart Hammock because shopping with kids is hard. Every time I went grocery shopping with my toddler and newborn, I left the store feeling completely defeated. Either my newborn had just been buried alive by groceries, or my toddler had emptied the entire lower shelf on aisle two. I needed to find a better way.

We heard that you tested dozens of prototypes as you were developing Binxy Baby. Do you have any advice for other moms or dads who’re considering creating a product?

Oh yes, I think I lost count after about 50 prototypes. But every time I finished one, I would see something that needed to be improved on or changed to make the product better, safer, easier to manufacture, etc. Each prototype brought me one step closer to the finished product. And in the end, I knew every aspect of my product inside and out. So, my advice would be to get your hands dirty. Take building your prototype as far as you can on your own. You will work out the majority of the kinks as you hot glue, cut, sew and staple things together. And then, when you’re ready to take it to the next step, you’re already halfway there.

Besides using Binxy Baby, do you have any hacks for parents trying to navigate shopping with small children?

My youngest is a toddler now, so I’m all about rewards—or bribes, as some may call it. The free cookies they give out in the bakery section make a great reward at the end of a successful shopping trip.


If you could hand off one chore to someone else each day, what would it be? 

Putting laundry away. It feels like such a waste of time, and with four kids it’s just never ending.

What is your favorite thing to do to relax and unwind? 

Get outside.

What is your best parenting hack? 

I am not a morning person, so I’ll take all the morning hacks I can get. Two of my favorites:

  1. Teach your kids how to work the Keurig.
  2. Smuckers frozen peanut butter and jelly sandwiches make a great breakfast.

What is the best white lie that you’ve told your child?

That our Elf on the Shelf must have a very important job at the North Pole, because he always shows up several weeks late.

If you could describe motherhood/fatherhood in one word, what would it be? 


What’s one moment in your motherhood journey that has made you proud?

Watching my three older kids drop everything and run to the aid of their little sister when she fell down.

What is one piece of advice you want to pass along to your children?

Don’t be afraid to fail.



What is one piece of advice you would pass along to other moms?

Don’t compare yourself to other moms. Realize that you are the perfect mom, hand-picked specifically for your child. You’re doing exactly what you’re supposed to be doing. Good job, mama!

How do you tackle the work/life balance? 

No such thing. I’ve just had to let a lot go. I try to make a list of the priorities and those things get done, but everything else only happens if I have help. My husband will tell you — he’s had to pick up a lot of my slack. I’ve learned it’s unrealistic for me to think I can “have it all” at work and at home. I’m constantly failing at something.

What was the last book you read? 

What a Difference a Mom Makes by Dr. Kevin Leman

Fun Facts

Favorite Beauty Product: 

Waterproof mascara

Favorite Form of Exercise: 

Going on a bike ride

What is on your DVR?

“Shark Tank”

Favorite App:


Favorite Kids Store:

Baby Gap