Joie, a leading nursery brand and part of the Nuna family, partnered with GS1 Australia and Digital Link Connexum, the initiator of the collaboration and provider of the core technology, to pilot QR codes powered by GS1. The initiative was designed to help Joie comply with Australia’s new infant product safety standards and meet the growing expectations of parents for instant, mobile-first access to reliable information.
The challenge
Baby products are among the most tightly regulated consumer goods. From car seats and co-sleepers to strollers and highchairs, these items must meet strict safety standards to protect infants and young children.
Australia’s new Consumer Goods (Infant Sleep Products) Safety Standard 2024 and Information Standard 2024 introduced additional requirements for labelling and safety information. These changes reflect a global trend towards greater transparency and traceability, with similar developments in the European Union, the United States and the UK. The EU’s General Product Safety Regulation, for example, explicitly permits digital formats such as QR codes for delivering safety instructions and product identification, while the Digital Product Passport initiative under the Eco-design for Sustainable Products Regulation is laying the groundwork for future digital compliance.
At the same time, parents increasingly expect to scan a product and instantly access clear, relevant details such as installation guides, age and weight limits, sustainability credentials and recall alerts. Printed manuals and static, linear barcodes are no longer enough to satisfy these expectations. Joie needed a solution that would simplify compliance while improving the experience for parents.
The solution
Joie worked with GS1 Australia, Digital Link Connexum and INPAA to implement QR codes powered by GS1 across a selection of nursery products.
Using Digital Link Connexum’s platform, each QR code connected the product to a mobile-optimised landing page containing:
- Safety instructions and warning labels
- Installation guides
- Age and weight usage guidelines
- Manufacturer contact details
As the content is hosted digitally, updates can be made instantly without reprinting packaging. This flexibility ensures compliance with current and future regulations and supports accessibility for all caregivers. It also allows brands to provide multilingual content and adapt information for different regions without redesigning packaging.
The pilot demonstrated how QR codes powered by GS1 can turn packaging into a gateway for trusted information. Instead of relying on printed booklets that can be lost or outdated, parents have everything they need in one place, accessible through a single scan.
The results
The pilot showed that QR codes powered by GS1 can help brands meet regulatory requirements while improving transparency for parents. Joie was able to provide accurate, up-to-date information through a single scan, reducing reliance on printed manuals and static labels. This approach simplified compliance and gave parents confidence that they were accessing trusted, GS1-verified data.
By hosting content digitally, Joie gained the flexibility to update information instantly without reprinting packaging. This capability ensures readiness for future regulatory changes and supports accessibility for all caregivers, including those who need multilingual content or alternative formats.
The pilot also highlighted broader benefits beyond compliance. QR codes powered by GS1 turn packaging into a communication channel, enabling brands to share installation guides, safety alerts and sustainability information directly with consumers. This creates opportunities to reduce support costs, improve installation accuracy and strengthen trust at a critical moment in the customer journey.
Looking ahead
Joie plans to build on the success of the pilot by exploring additional capabilities, including multilingual content and interactive features.
As regulations evolve and consumer expectations rise, QR codes powered by GS1 offer a scalable solution that meets compliance needs while delivering a better experience for parents.
