Launch of the Yes! SuperBaby™ Collection for Infant Development

Yes! SuperBaby Ltd has identified a new method of infant stimulation designed to stimulate babies to explore the senses of vision and touch. The vibrant Yes! SuperBaby™ Collection is worn by parents/carers to introduce their children to multiple shapes, numbers, letters, sounds and textures. Yes! SuperBaby Ltd was founded in 2006 by Susanne Chishti, a mother of two, who realized the strong need to stimulate and entertain a baby during the many hours when the little one is in the arms of the parent  – and the startling lack in the marketplace of an easy-to-wear pack-and-travel way to do this for today’s on the go parent.

 

Yes! SuperBaby Ltd has created exactly this: functional articles of clothing and accessories which aim to stimulate the development of an infant – without any extra effort on the parent’s part. The Yes! SuperBaby™ Collection can be used to stimulate an infant at any time, for example, during play, feeding, travel or simply when the parent wants a few moments of me-time. The Collection consists of

 

 

The Yes! SuperBaby™ Collection is designed to stimulate 0-3 year olds. The product launch will take place at The Baby Show, Birmingham, 11 - 13 May 2007.

 

The luxurious soft cotton of the Yes! SuperBaby™ Top, textured straps and attachment rings promote visual and tactile stimulation for the child. The design is made up of face-like images and curved stripes. From birth, infants prefer to look at faces that engage them in a mutual gaze. It has been scientifically shown that their neural processing is enhanced as a result. As well, an infant fixates more readily on curved rather than straight lines and prefers stripes over single shaded areas.

 

The stimulation zones on this vibrant Yes! SuperBaby™ Top are positioned on the chest area and on the sleeves as the baby pays most attention to these areas when in the arms of the parent/carer.

 

The Yes! SuperBaby™ Top consists of one multi-colour stimulation zone which caters for babies of 4 months and older. This colourful design can be flapped open to reveal a high-contrast black and white stimulation zone for newborns up to 3 months.

 

Newborns see extreme contrast before they see colour. Experts believe that as an infant’s brain is not fully developed at birth, colour is very important as a stimulus to enhance the brain’s development. At about 4 months, colour differences become clearer and babies start to distinguish between similar shades. At 5 months an infant sees all colours and will begin to show a preference for more complex designs.

 

The Yes! SuperBaby™ Top is worn by the parent/carer and thus allows the stimulation zones to be easily viewed and touched by the infant. The top also includes two rings that allow to attach rattles, teethers, books or small toys. The advantage of being able to add and remove toys is that a child can play with her/his favourite toys and the infant’s attention span will be extended by variety.

 

 

Designed to stimulate and entertain your baby with their vibrant colours, beautiful patterns and multiple sounds. Different textures such as soft fleece, velvet, satin ribbons and knots in different colours provide tactile and visual stimulation.

 

Small rattles are included to reward your baby when touching the Yes! SuperBaby™ Scarf or the Yes! SuperBaby™ Armband. And the colourful squares hide surprises, too! The red one is a squeaker to delight your baby. The yellow one plays classical music such as Brahm’s Lullaby or much loved children melodies such as Twinkle, Twinkle Little Star.

 

The Yes! SuperBaby™ Scarf and Armband also have two straps allowing you to attach your baby’s favourite small toys and books. No more picking up for you!

 

 

Parents don’t always need to play with their babies in order to stimulate them. But how can they inspire their infants and enrich daily experiences such as feeding and traveling? How to keep little ones entertained on parent’s lap – and free up a bit to talk on the phone, check an email or just rest for a moment?

 

Stimulation during feeding times is particularly appropriate for an infant during its first few months. Feeding can take place between 4 to 8 times a day - sometimes for an hour each time. The Yes! SuperBaby™ Top may help to keep babies awake and focused on feeding due to its unique design. The Yes! SuperBaby™ Top can be used to stimulate both breastfed and bottlefed infants. A special opening has been designed to allow discreet breastfeeding without either showing one’s tummy or breast.

The Yes! SuperBaby™ Collection also comes very handy when traveling by train, bus, tube or plane. Any parent who has boarded a plane with a baby or toddler below 2 years (who are not allocated their own seat) will know how difficult it is to keep the baby entertained for many hours while the child sits in the adult’s lap. It can be very inconvenient and unhygienic when an infant’s toys fall on the floor in the confined spaces of an aeroplane. By attaching toys and books to the Yes! SuperBaby™ Top, Scarf and Armband, the baby can play with them without the risk of them falling on the floor or rolling under someone else’s seat. 

 

Parents juggle many responsibilities and sometimes need to make important phone calls, check the internet or work on the computer. Babies and toddlers however love to sit on parent’s laps. By wearing the Yes! SuperBaby™ Collection the child can sit on the adult’s lap while playing with her/his favourite toys while the parent does the things which need to be done as well.

 

Also when meeting family and friends at their home, in cafes or parks parents will soon discover the many advantages of the Yes! SuperBaby™ Collection. All of a sudden they will be able to catch up with a friend, trade parenting tips and just have a laugh without having to constantly bend down to pick up toys from the floor.

 

The Yes! SuperBaby™ Top, Scarf and Armband may be worn over a number of years, for example, when caring for successive children. The parent/carer is able to easily retain control over the infant’s safe interaction with the stimulation zones. Furthermore it may also be used to stimulate more than one infant at the same time and thus may be used in nurseries and childcare facilities.

 

From birth, a baby’s brain cells proliferate wildly, making connections that may shape a lifetime of experience. Neuroscientists say that repeated experience wires a child’s brain. Each time a baby tries to touch a tantalizing object or gazes intently at a face, tiny bursts of electricity shoot through the brain.

 

As a baby has different experiences the sensory receptors transmit this information, which stimulates nerve activity in the relevant part of the brain. When a baby is visually stimulated, for example, a nerve is triggered in the area of the brain that controls vision.

 

Babies are born auditory dominant. This means that they hear better than they see, touch, feel or smell. By two months after birth, vision replaces hearing as the dominant sense, and the visual system begins to develop very quickly. Normal eyesight will develop only if the eye, the nerves between the eye and the brain and the brain itself are properly stimulated. In this regard, the first two years of life are believed to be the critical period for developing good vision. 

 

The development of the brain, senses and skills is activity dependent. Every experience of an infant excites certain neural circuits in the brain and leaves others inactive. Those circuits which are excited often will become stronger and those which are excited rarely may be eliminated. Use it or loose it, to some extent! Enriched environments bolster brain, senses and skills development in infants.

 

In view of this, much research has focused on discovering the optimum stimuli for infants during playtime, for example using toys, books and DVDs aimed at developing an infant’s skills. Visual skills of looking and recognizing pictures are the basis to literacy development that eventually leads to reading and writing development. The stylish Yes! SuperBaby™ Collection has been developed with this in mind.

 

 

Susanne Chishti founded Yes! SuperBaby Ltd in 2006 in London. From 1998 to 2005 she has worked for Morgan Stanley as an Associate and Vice President in strategic development, marketing and sales of investment management products in Europe and Asia. Before that she worked as a Consultant for Accenture in London. She graduated with an MBA from the University of Business Administration, Vienna and the International MBA Exchange Program from the Haas School of Business, University of Berkeley, California, USA. In 2005 Susanne’s first child was born. She loves to be a mother and is always looking for new ways to ensure her little ones’ childhoods are as stimulating, healthy and joyful as they have made motherhood for her.

 

 

YES! SUPERBABY is a trademark of Yes! SuperBaby Ltd.

www.yessuperbaby.com

© and Design Right 2006-2007. All rights reserved.

UK Patent Application Number 0702667.7