Through interviews and focus groups with parents, caregivers and pediatric neuroscientists, we uncovered a product idea that was unavailable in the marketplace—A tool disguised as a toy, designed specifically to encourage bonding in the earliest days and weeks. Science shows baby's are ready to play and interact from day one. But what does play with a little baby look like? Our research showed us that new parents had a latent demand for something that could encourage play.

Early-intervention specialists carry a bag full of tricks to stimulate baby’s senses. We combined these tools to create a line of beautiful plush toys that do not require lights or electronics to create bonds that last a lifetime. The secret? You. A newborn needs human interaction to thrive and to bond. The goal was to develop a product that needed no instructions, yet delivered on best practices from The Harvard Center on the Developing Child, and other research powerhouses in the field of pediatric research.

H I S T O R Y

2016 Launch:

Most funded baby toy in Kickstarter history

July 2020 launch with Target.com

In market Jan 2016 - July 2021:

Licensed to GUND 2021 

Utility Patents: US, EU, JP

350+ specialty retail accounts 

750+ Amazon reviews; 4.5 star rating 

Early stage international distribution:

Japan, NZ, China, Canada 

We established a relationship with a woman-owned, and women-run cut and sew facility in South China for initial production.

Safety and worker sustainability were vital to our mission in building a global company.