The study investigates the molecular mechanisms underlying the initiation and maintenance of embryonic development in plants. Using subtractive hybridization, the researchers identified *BABY BOOM* (*BBM*) as a gene that is upregulated during the in vitro induction of embryo development from immature pollen grains of *Brassica napus*. *BBM* is a transcription factor similar to the AP2/ERF family, preferentially expressed in developing embryos and seeds. Ectopic expression of *BBM* in Arabidopsis and Brassica led to the spontaneous formation of somatic embryos and cotyledon-like structures on seedlings, along with additional pleiotropic phenotypes such as neoplastic growth, hormone-free regeneration of explants, and alterations in leaf and flower morphology. The expression pattern of *BBM* in developing seeds suggests its role in promoting cell proliferation and morphogenesis during embryogenesis. The findings indicate that *BBM* is a key regulator of embryo development in plants, potentially acting by stimulating cell proliferation and morphogenesis pathways.The study investigates the molecular mechanisms underlying the initiation and maintenance of embryonic development in plants. Using subtractive hybridization, the researchers identified *BABY BOOM* (*BBM*) as a gene that is upregulated during the in vitro induction of embryo development from immature pollen grains of *Brassica napus*. *BBM* is a transcription factor similar to the AP2/ERF family, preferentially expressed in developing embryos and seeds. Ectopic expression of *BBM* in Arabidopsis and Brassica led to the spontaneous formation of somatic embryos and cotyledon-like structures on seedlings, along with additional pleiotropic phenotypes such as neoplastic growth, hormone-free regeneration of explants, and alterations in leaf and flower morphology. The expression pattern of *BBM* in developing seeds suggests its role in promoting cell proliferation and morphogenesis during embryogenesis. The findings indicate that *BBM* is a key regulator of embryo development in plants, potentially acting by stimulating cell proliferation and morphogenesis pathways.