When it comes to newborns, it doesn’t take much to get the attention of exhausted parents – simply mention the words “more sleep” and they’ll be all over it!
SNOO is a new product on the market that will prick up parental ears the world over – it’s a baby crib that promises to be a game changer in the sleep stakes, at just the touch of a button. Take me back 12 years and I would have signed up, no matter what the cost!
Dr. Harvey Karp, a well-known American paediatrician, is the founder and CEO of the Happiest Baby, a company devoted to smart-tech and parenting solutions. He invented the SNOO crib in collaboration with an industrial designer, and engineers from Massachusetts Institute of Technology (MIT).
Dr. Karp also happens to be one of the world’s most renowned baby and sleep experts, with one of his breakthrough discoveries known as the 5 S’s (swaddling, shushing, swinging, sucking, and side position), which he used as principles upon which to create the SNOO.
Perfecting the SNOO took five years of development, and used over 200 babies in its testing phase, but at last it’s here. It’s billed as the world’s first ‘smart sleeper’ because it monitors, responds and soothes babies without your input.
The secret is apparently in the way the SNOO replicates the white noise and motion they enjoyed 24/7 before they were born. The SNOO is able to choose the best white noise (soft rain for putting it to sleep or womb sounds if it’s crying), as well as the most appropriate motion (a slow swing for sleeping or a faster jiggle for periods of unrest). This leads to babies that settle back to sleep, cry less, and sleep more, which is clearly a massive win for parents.
The SNOO also has a great design aesthetic mixed with its functionality. The mesh walls are for safety and breathability, but they also add a modern minimalist look to the crib. It comes with a fitted sheet and three SNOO Sacks, which are all made of organic cotton. SNOO Sacks are used for the ‘5-second swaddle’ and they safely anchor the baby into the bed and keep them on their back all night, which prevents rolling over, and therefore makes it one of the safest baby beds ever made.
At a price tag of US$1,160, and given it’s only suitable for a babies up to six months of age, the SNOO may seem an extravagance to some, and a necessity to others. It’s currently only available in the USA, but it won’t be long before parents in other parts of the world get their turn to claw back some sleep and sanity.
SNOO has several influential parent investors, including Jessica Biel, Justin Timberlake, and Scarlett Johansson, but if that’s not enough to make you feel confident about forking over your ‘hard earned’, it also comes with a 30-day returns policy. So the days of trying to replicate Johnson & Johnson ads (where the baby falls asleep so effortlessly with a small smile on its face – huh, that never happened for me!) may actually have some basis in reality soon
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