The Top-Level Domain (TLD) “.baby” is a generic TLD, under the category of “Generic” in the ICANN’s New gTLD Program. This domain extension was introduced with the aim of providing a dedicated cyber space for businesses, individuals, and organizations associated with babies. The potential users of this TLD span a wide range from baby clothing and accessory companies, maternity care brands, baby care advice forums, bloggers, parents, to be parents, and childcare experts.
The rights for the operation of this domain extension were initially sought by five companies, namely, Top Level Domain Holdings Limited, Donuts, Inc., Radix, Google (under the company name Charleston Road Registry Inc.), and DotBaby Inc. However, the rights were awarded to Johnson & Johnson Services, Inc. in 2016. It is currently managed and operated by XYZ.COM LLC, one of the world’s largest domain name registrars.
According to ICANNWiki, Johnson & Johnson decided to transfer the .baby gTLD to XYZ.COM LLC in 2018, in order to lend the domain extension a more universal approach rather than have it linked to a single brand. Since then, the domain extension, while ideally suited for a businesses or non-profits related to baby products or baby care, can be registered by any individual, organization or business.
The .baby TLD has been utilized by several businesses, such as baby.organics, a baby care product company that uses the .baby domain as their primary web address. This domain builds the brand name in an internet space dedicated solely to babies, thus positioning it better in a competitive market and ensuring better visibility on search engines. An interesting example comes from the use by baby.tech, where a technology website has combined the .baby TLD with their technology theme to discuss and provide information about baby related technologies. This not only provides a unique selling proposition but also helps in targeting specific segments of users.
Noteworthy steps taken by XYZ.COM LLC, as the registry provider, in terms of registry services, rights protections mechanisms, comprehensive abuse policies, and customer service for .baby TLD users aligns the TLD to provide secure, reliable and stable platform.
In conclusion, the .baby TLD presents a significant opportunity for a wide range of businesses, organizations, and individuals related to babies, to create an impactful, memorable, and relevant online presence.
Sources:
1. ICANNWiki. (n.d.). .Baby. Retrieved from https://icannwiki.org/.Baby
2. XYZ.COM LLC. (n.d.). .baby. Retrieved from https://gen.xyz/baby
3. New gTLD Program. (n.d.). Retrieved from https://newgtlds.icann.org/en/program-status/delegated-strings.
