Since 2011, Babylist has grown to house records for about one in three American parents-to-be, according to company data. It recently raised $40 million in a Series C funding round in November 2021, with a goal of reaching $250 million in annual revenue.

Chief Growth Officer Lee Anne Grant told Modern Retail that the move to the metaverse is to give consumers a more tangible way to shop and sign up.

“This is a very highly regarded product area, similar to furniture. You want to really understand what’s right for you, how much to spend and what this looks like,” she said. “We also know that our users spend around 40 hours creating a record, so they want to spend a lot of time on it, and the metaverse is perfect for that.”

Since many new parents are millennials and Gen…