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Bubbaroo was founded by Australian Nicole Cassey. She designed the Joey Pouch Swaddling Bag for her first child, Jacob, to calm him and counteract his ‘startle’ reflex.

Nicole had fruitlessly searched high and low for a sleep swaddle solution that would allow Jacob freedom of movement without being able to kick himself loose. Bubbaroo’s first Joey Pouch® Swaddling Bag was born of necessity, motivation and creativity. Bubbaroo developed the Joey Swag® Baby Sleeping Bag as the follow–on sleep solution for when baby is able to roll. 

Bubbaroo produce safe, stylish, high quality sleepwear products, developed with input from midwives, the SIDS and Kids organisation and other healthcare professionals. All of Bubbaroo’s designs, fabrics and zips adhere to their vision of premium quality, safety, functionality and workmanship. Their products comply with all relevant Australian and European safety standards and have won a number of awards.

We fell in love with Bubbaroo’s swaddles and sleeping bags at first sight, and touch. They are the ultimate luxury baby sleep products.

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