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We’re on your side.

And that’s not just baby talk. We’re taking real action to help support parents’ well-being.

We’re for less stress.

We’re calling out parental perfection – and the pressure to achieve it – as the straight up BS (baloney sandwich) it is. For too long parents have been struggling under a false ideal that simply doesn’t exist.

This is the best, hardest job in the world, and as you raise the next generation, we’ll show you the respect you deserve.

Making a difference.

Like they say in preschool, things go better when we when we work together. We partner with carefully chosen, like-minded organizations to foster change, faster.

The Conscious Kid

As we embrace all definitions of what family means, we are proud to work with The Kid, an education, research and policy organization dedicated to equity identity and disrupt racism. 

Products in action

58,000 cases of insect repellent provided to Feeding America 4,000 cases of hand sanitizer & sunscreen provided to Save the Children …and many more.

Everything you need but a good night’s sleep.

There’s a reason behind everything we make and do – afterall, we’re parents too.

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