So what's the story? Where did all of these cute, colorful bags, boxes, and bottles come from? Well, it started in New York City. Now everyone knows NYC has always been a place with loads of coolness, grittiness, and edginess, but there were two residents who thought it could also use a bit of adorableness. So in 2008 founders Claire Theobald and Marcus Woolcott, created a humble little collection of animal characteres and embroidered them onto backpacks designed specifically for toddlers. Beatrix packs have a simple, contemporary look, and a high quality construction.