The innovative Carramio Baby Carrier from child safety specialist Clippasafe, has proved a surprise hit with male shoppers at this year's ExCel Baby Show in London.     

Supplies of the two-way baby carrier (£24.99) available at the show, sold out by lunchtime on the second day of the three-day event, with the majority of the purchases being made by new dads.

"The Carramio always sells well, but it was quite unusual to see so many male customers at the stand," commented Roger Cheetham, managing director of Clippasafe. "The credit crunch means families are spending a lot more time together, men are therefore taking an increasingly active role in parenting.

"Not only did we sell out on the second day, but we also took almost 50 additional orders for the Carramio. We will be making sure we have plenty of stock available for the next Baby Show at the NEC in May."

Designed to carry a baby with a weight of 3.5kgs to 9.0kgs, the Carramio features a lightweight, soft, fabric lining to help keep baby cool and contented, while wide padded straps and lumbar support spread baby's weight evenly across the carrier's body. The Carramio is machine-washable and comes with a detachable dribble-bib, with the option to purchase an extra pack of two bibs if needed.