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How to Really Say 'Ergo' and 'Avent': Baby Brands Pronunciation Guide, Part 2

By Madeline Holler |

baby item, baby gear

What's that thing called?

Modern parenting means never spelling your kids’ friends’ names right on the first try. It also means having to navigate the dark forest that is complex and plentiful baby gear — by makers you hadn’t ‘t heard of until that second pink line showed up on the pregnancy test.

Who knew you needed all that? And how in the world to you pronounce that brand?

Following up on the popular Baby Brands Pronunciation Guide, here are a dozen more baby brands that have caused some confusion. There’s only one way to say HaPe or UPPAbaby and, no, “my kid is fancy” doesn’t count.Baby Brands Pronunciation Guide, Part 2

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How to Really Say 'Ergo' and 'Avent': Baby Brands Pronunciation Guide, Part 2


These popular baby carriers are ergonomically designed, ergo (ahem...) the name! So which is it, "URR-go" or "AIR-go"? Customer service told me both are fine. But around company headquarters, they use the former: "URR-go."

Source 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12

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About Madeline Holler


Madeline Holler

Madeline Holler is a writer, journalist, and blogger. She has written for Babble since the site launched in 2006. Her writing has appeared in various other publications both online and in print, including Salon and True/Slant (now Forbes). A native of the Midwest, Madeline lives, writes, and parents in Southern California, where she's raising two daughters and a son. Read bio and latest posts → Read Madeline's latest posts →

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9 thoughts on “How to Really Say 'Ergo' and 'Avent': Baby Brands Pronunciation Guide, Part 2

  1. Autumn says:

    What about two of the big guns? I’ve heard Graco pronounced both “Gray-co” and “Grah-co”, and Chicco pronounced both “Chee-co” and “Ki-co”. Which ones are correct?

  2. ashley says:

    @Autumn: In part one, Chicco was mentioned and it’s Key-co. I’ve noticed in some ads, it has the pronunciation of the name Chicco. I don’t remember if Graco was in part one or not.

  3. Madeline Holler says:

    good eye, Ashley, Part 1 has it. And that’s correct: KEY-ko.
    As for Graco, I hadn’t heard variants on that, but after doing this, I’m thinking a company named “The” might need some guidance (thuh … or theeee?). In any case, it’s GRAY-ko, not GRACK-o. Ouch, that last one hurts …

  4. C&E's mom says:

    What about Britax? Is it Bry-tax or Bree-tax or Brih-tax?

  5. the orginal Sarah says:

    Is Nuk really pronounce rhyming with Duke? I have ALWAYS heard it pronounce rhyming with with Book.

  6. the orginal Sarah says:

    And apparently the D on my computer isn’t working well. “Pronounced” in both cases.

  7. Chicco South Africa says:


    Ashley’s correct, it’s “key-co” for Chicco


  8. C&E'S MOM says:

    Beaba. Drives me nuts. It’s Bay-buh not Bee-buh or the preposterous Bee-Ah-Buh.

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