Since 2014, 90 cents of every dollar received by Baby Buggy went straight to programs. The story premise was lifted from a 1954 Bugs Bunny cartoon called "Baby Buggy Bunny". "I've pushed my last baby buggy," offended women informed him. A portion of the royalties from "Deceptively Delicious" was donated to Baby Buggy. In 2013, Thyme partnered with Baby Buggy, a nonprofit organization founded by Jessica Seinfeld. Seinfeld founded Baby Buggy in 2001 following the birth of her first child. In 2013, Baby Buggy received its fourth Four Star rating from Charity Navigator. Baby Buggy provides essential maternity and baby-related items to families in need. The collapsible baby buggy was invented in 1965 at Barby, Northamptonshire by Owen Maclaren. At this time Strida Ltd. was developing a baby buggy as a second product.