Stories and people behind product videos. Safe-T-Sleep Baby Sleepwrap.

Most of us watch product videos to learn about products, but sometimes stories behind those videos and products are so inspiring that it makes you want to learn more about people who invented the product and brought it to life.

We are talking today to Anton Karl Rutherford from Safe-T-Sleep, a company from New Zealand who is relatively new to American market but if their success in new Zealand is any indication – we will hear more about this company and their incredible product very soon.
HandBookLive team worked with Safe-T-Sleep to help create a voice over for the wonderful animated videos that Safe-T-Sleep had produced and posted on HandBookLive.com.

Before we get to the story behind the product let’s watch this video to learn about Safe-T-Sleep sleepwrap and how it works.

Safe-T-Sleep Sleepwrap is used by over 200,000 babies worldwide!

Laura Beken: “Anton, I understand that it was your mother who invented this incredible product for the babies. What was her story? How did it come about?”
Anton Karl Rutherford: “Yes, the Original Safe T Sleep Sleepwrap was invented by my mother who nursed several babies who had been admitted to hospital due to falls from their cot. She decided that this type of accident could be prevented which eventually resulted in the creation of the Sleepwrap. The product was not put on the market until our neighbor said (over dinner one evening) that the Sleepwrap should be made available to everybody! So Mum decided to engage several sewing ladies in New Zealand and went about making Sleepwraps.”
Laura Beken: “What was the biggest challenge?”

Anton Karl Rutherford: “One of the biggest challenges we faced was that it required years of educating and demonstrating the product. Showing how the product works to both the medical profession and general population in New Zealand required a huge effort. On our information site www.safetsleep.com there are numerous testimonials that we’ve obtained over the years proving that we’ve overcome this challenge. The second biggest challenge is repeating this effort globally!”

Laura Beken: “What is your main strategy for reaching the US market?”
Anton Karl Rutherford: “We feel that our new website, www.safesleepsolutions.com will enable us to do so by providing customers an understanding of how the product works and the main benefits through the visual 3D Animation Clips we’ve created. Our video on HandBookLive.com allows retailers to embed our product video to help them sell our product. The product packaging doesn’t really show the customer what the product does so some form of visual add is essential for our product. We are passionate about overcoming our second biggest challenge and continue to work alongside people who can support us. What we keep on reminding ourselves is that the product was invented to prevent accidents whilst creating peace of mind for parent which is a pretty cool thing!”

Laura Beken: “I understand you are actively looking for retailers who will help sell your product in the US?”
Anton Karl Rutherford: “Yes we are. We would love to team up with great companies who care about baby products and baby safety as much as we do. You can email us about partnership opportunities at sales@safesleepsolutions.com And of course we encourage everyone to help spread the word by embedding our videos. Anyone including retailers can do it via the HandBookLive player by going to the player and simply clicking on the embed tab in the Info panel and copying the embed code”.
Laura Beken: “What made you decide to do a video for your product and what was the main goal?”

Anton Karl Rutherford: “We felt that with our product it was essential to show parents how the product is fitted and why there is a need for this type of product. Education is still a big part of our business. The video shows how the product is fitted and the main benefits/reasons why the product was invented which to help prevent falls from cots, help provide a central sleeping position and help prevent flat head syndrome. We feel these are the three key things/message we wish to get across”
Laura Beken: “How long did it take you to produce the video and what were the challenges?”
Anton Karl Rutherford: “We spent approximately 6 months writing the scripts and guiding the 3D Animation company. This was a big learning curve for us as we didn’t understand/appreciate how complicated it would be to create these clips. Everything was documented in a project plan to avoid any confusion.”
Laura Beken: “I think it is a beautiful and very informative video, and thank you for letting HandBookLive help with the voice over – we truly enjoyed working on this project, and we are all very excited about your product, and hope that soon it will be as well known in the United States as it is in New Zealand. Good luck to you, and thank you for sharing your story!”

To view this new 3D Animation with voice over please click here: http://bit.ly/bLy06c

Why on earth did I invent the Safe T Sleep Sleepwrap - part 2?

Continued on from last weeks post....

After my experiences as a nurse I knew there was a definite danger of my son falling out of his cot.  Nobody around me at the time seemed to have any practical answers.  Although many knew or had experienced babies climbing and falling out of cots and off beds, it is, even today a largely unspoken territory – a ‘hidden’ statistic. It is my experience that this is largely due to the shock and guilt that parents and caregivers often experience when this type of fall has occurred.

In the workshops and seminars I facilitated over a period of twenty years, mothers’ stories highlight  the intense guilt felt by mums whose babies had fallen from a cot or bed.

Putting him into a single bed at eight-nine months of age did not seem a good solution to me, as he could roll out. There were many ‘bed guard’ type products available, which in my humble opinion would just have given my son further to fall if I wasn’t there the second he woke up from a sleep.  

I considered and tried floor sleeping without success. My ‘action man’ baby thought it was permanent play time and once got stuck behind the door and cold air draws up more severely through floors.  Hygiene is not always the greatest at floor level, so a mattress on the floor was not a suitable option for me.  Animals, especially cats are known to sometimes sit on and smother a sleeping baby. 

I needed to consider the idea of a safety device and I loathed the idea of a restraint (just as many people initially loathed the ideal of car seat restraints).

At the same time several of my friends and relatives were also struggling with similar issues.  So we all started to try and find solutions.  I kept my design extremely simple, which has become its uniqueness. It caters for both young infants and older toddlers. Specifically by keeping a young baby in the high SIDS (cot death) risk period positioned comfortably and safer whilst an older infant may be taught to turn right around inside the wrap, allowing desired sleep positions.

I remember it took weeks trying to fold different fabrics, beach towels and sheets to find the kindest, most comfortable and flexible yet safer ‘wrap’.  I finally thought of the two separate pieces – one around the entire mattress, and one around the child.  I had a ‘eureka’ moment in the middle of the night and leapt out of bed to make prototype number seven.  The previous models were either too restrictive or absolutely useless and they became rags.  I was excited and yet at the same time stunned with utter disbelief at the simplicity, practicality and flexibility of it! And Cameron loved it! His body relaxed and he went back to sleeping like a baby and I experienced enormous peace of mind! It worked!

I can honestly say that at that time, the then un-named Safe T Sleep Sleepwrap was, the most helpful parenting ‘aid’ to me, next to breastfeeding, and learning positive parenting techniques.  It was also an obvious source of comfort and security to my baby as he started to sleep more restfully and longer.   It literally changed our lives overnight, and we were all much better off for the extra peace of mind and restful sleep it brought. 


Love Miriam


The Safe T Sleep Family

Up til what age can you use a Safe T Sleep sleepwrap?

We often get asked which age the Sleepwraps are suitable for and we have designed it to fit children from birth up until 3 or 4.  While most stop using the Sleepwrap once their child has transitioned to a bed it can be a very good product to have on hand when you are traveling or staying with relatives who may have different bedding arrangements to what you would use at home.


The Travel Size can fit a right up to a king size bed so this means that your children can be kept safe from rolling off beds and bunks or becoming entangled in sheets (like our picture here) and bedclothes that may differ from what you normally use.  It is also very easy to just pop into a bag and if you already use one, as part of your bedtime routine, it can help ensure continuity and better settling in unfamiliar environments.


After 18 years there are still too many deaths and injuries around sleeping and often these accidents occur outside the family home.  Miriam invented the Sleepwrap when her son started trying to climb out of his cot and having previously nursed a boy who got a brain injury from falling out of his cot she wanted a solution that kept her son safe and gave her peace of mind.  Over the next few weeks we will be going back to the heart of why Safe T Sleep was invented and what keeps Miriam still championing the cause for safer sleeping 18 years on.




Maria from the Safe T Sleep Family

How to save space, money and sanity while traveling

With Christmas holidays nearly upon us the boot of our car is suddenly looking a lot smaller than normal. It is amazing how much extra gear you need when traveling with kids. It was one of those topics that didn't seem to get covered in anti-natal class. We were all focused on the best exit strategy rather than the size of our boot but really I think it should be mandatory to include an upsize your car topic as part of preparing for baby or invest in a trailer.

It is also interesting to see how much more relaxed about gear you get as time passes. My first baby bag was always packed to the brim with every possible item I thought I might need on my trip to the shops. By the time my son arrived I would often just pop a nappy in my back pocket and wing it.

For many people the Safe T Sleep is just awesome for traveling. It is tiny enough to fit in a small bag and the travel size can be used on anything up to a king size bed. When travelling, it’s literally “a bed in a bag”. But don't take my word on it, here's what Brenda Newdick says:

Brenda Newdick

Advertising Manager

Little Treasures

2 July 1998

Miriam Rutherford

Safe T Sleep

Advantages of Safe T Sleep

As we all know with the introduction of our new family members comes the influx of baby paraphernalia!

For me I travel light at the best of times so you can imagine my horror when attempting to leave the house with baby and all the gear in tow. Yuk!

Safe T Sleep has been one of the most valuable and sensible purchases I made, it not only allows me to travel without a portable cot for weekend trips but provides flexibility when out just for the day.

The simplicity of the product allows the Safe T Sleep to be used either around a single bed mattress or on the cushion seat of a couch.

My child finds Safe T Sleep not at all restricting and due to her familiarity with the product will settle into her afternoon sleep without any problems no matter the environment she is in.

I wouldn’t hesitate to recommend Safe T Sleep as one of the must have products due to the flexibility and peace of mind it offers parents.

Happy marketing such a wonderful product!

Brenda

The world’s most practical alternative to the portable cot. A space and money saver!

Happy Holidays and Safe Traveling from Maria and the Safe T Sleep Family

Using a Sleepwrap on a boat......tell us your story!

It's nearly holiday time, and for many people that means travelling. You may have bought your Sleepwrap for safety reasons, but there's a hidden bonus - the Sleepwrap is a great "bed in bag" that you can use anywhere with minimal fuss. It fits in the car easily around the dog, BBQ and chilly bins.

Diane Ladd's Story:

The Safe T Sleep performed very well on the boat and was attached to Anna’s bunk which is head high on me and I am 5’7”. The real test came on a trip back from Waiheke in very rolling seas which were uncomfortable for me to stand up and Anna slept safely cuddled in her Safe T Sleep for two hours.


I will be singing the praises of Safe T Sleep on the high seas this summer.
Kindest regards


Diane M Ladd RGON
http://www.safetsleep.com/boating/

Is Swaddling still in Fashion?.

I recently recorded a series off the Living Channel called “Bringing up baby” which follows 6 sets of British parents as they follow 3 different parenting gurus – Truby King from the 50’s, Dr Spock from the 60’s and the Continuum concept from the 70’s. The huge differences in the approach to parenting was really interesting as the programme followed the couples in the first 3 months of their babies lives. It is amazing that in just 3 decades there was such a huge difference in techniques and advice. I don’t know about you but I found there is a lot more acceptance nowadays of being able to choose the approach that works best for you and your family. In fact this show seemed to reinforce this attitude with all of the babies settling after 3 months but the degree to which the parents social and love lives got back on track really differed!
It seems swaddling/wrapping babies is one of several techniques that have been in and out of fashion right throughout history.


There is well researched and documented evidence to show that babies and toddlers respond well to the reassurance of boundaries and ‘nesting’. For centuries children in different cultures have been lovingly swaddled and wrapped in gauze, slings and in materials of different kinds.
Wrapping helps maintain womblike conditions and helps contain sudden involuntary movements which can often startle young babies awake, promoting safer and more restful sleeping.. It can become part of the pre sleep association for babies; they associate being wrapped with the security of sleep. This is particularly the case if the wrapping experience is a pleasant one, accompanied by quiet soothing sounds of singing or shushing or soft music. It can be an empowering settling technique for both mother and baby.
However new research out recently from the UK advises caution with swaddling especially with over heating and having the swaddling on too tight it may interfere with breathing. Therefore make sure that the swaddling is not too tight around the baby’s chest – with the Sleepwrap you should be able to get your hand between the wrap and the baby, but make sure the wrap itself is secured very tightly around the mattress so it doesn’t move. If you choose to use a traditional swaddling wrap, like a muslin cloth, be careful that it doesn’t come loose and end up around your baby’s face and you don’t bind the legs and arms too tightly as this can cause hip and breathing problems. I liked to wrap my children in Muslin for the first 3 months but they were little houdinis and I found that the Sleepwrap helped to keep the muslin swaddling in place which meant that I didn’t need to be as firm with my swaddling technique.


From Maria at the Safe T Sleep family


Frequently Asked Questions

Safe T Sleep Story - Share your own with us!

As one of the Safe T Sleep staff I thought I would share my own story regarding Safe T Sleep Sleepwrap. I have 2 children and both have been big babies, early crawlers and walkers. My daughter rolled over at 3 1/2 months onto her tummy while sleeping but was not strong enough to get back over so would either wake me with her crying or I would find her face down in the morning which scared me. I did not know of  the Sleepwrap then and so tried several methods with rolled up towels etc. I used to wrap her quite tightly too in muslin but she would always seem to wriggle out and I would find it all bunched up around her face in the morning. It didn’t seem to matter what I tried I still could not get a real peace of mind while she slept.


7 years latter my son arrived and by this stage I had met Miriam and helped her with some marketing so I did not hesitate to get a Sleepwrap. The peace of mind was instantaneous especially from the 3-4 month period on when he again started rolling and moving. The other benefits I found were that he didn’t get his arms and legs caught in the cot bars as much and in fact because the Sleepwrap is a wrap I didn’t need to bind him in the muslin wraps which are very restrictive for movement. I could also position him better so he didn’t develop a flat head – had to keep him looking cute for those kindy girls!


We have received many other testimonials from grateful parents over the years and we would love to hear about your stories too and how the Sleepwrap has made a difference to you and your family – send them in to us at sales@safetsleep.net


Warm regards
Maria Lovelock – part of the Safe T Sleep Family.

Dangers of Homemade/Copy-cat Versions

The Safe T Sleep® product was originally designed by a mother, in order to help prevent: falls from cots, beds and bunks; creeping and suffocating; babies getting cold, uncomfortable, discomfort and experiencing restless sleep. The Safe T Sleep® Sleepwrap® product is not just an anti-SIDS device, it is simply an aid to be used alongside positive, nurturing parenting skills and safe bed making practises. In conjunction with good supervision it can help with all of the above, and more. The Safe T Sleep® Sleepwrap® product is also wonderfully practical when visiting and travelling it is compact, light and portable.


DANGERS OF HOMEMADE/COPYCAT VERSIONS of the Safe T Sleep® Sleepwrap®
You could be tempted to make your own Sleepwrap or buy a ‘copy cat’ version. You may ‘get it right’ OR you may also be playing with baby’s safety.
The Safe T Sleep® Sleepwrap® has a 100% success record since 1992 with no injuries or fatalities. Consider that with a homemade, copycat you do not have the Peace of Mind that the original, tested and proven product can give. If something did happen you may find it difficult to come to terms with that. Consider that as the safe product life span is four years, over four years the cost works out at less than a cup of coffee a month! Is it worth the risk? It is always wise to use only TESTED/PROVEN baby safety products.
The main concerns include: incorrect, untested fabric, fastening strips and dimensions all of which may place babies at risk.


• The Safe T Sleep Sleepwrap product fabric was tested alongside five other types of cotton for a specific rating, measuring the strength and breathability of the weave. This is especially important for young babies in the high SIDS (cot death) risk period, especially in hot climates.


• Extensive trials and dimension testing ensures that babies limbs cannot become entangled and that the product cannot bunch up into a narrow cord, which could cause localised pressure around the baby’s torso or chest. This could cause breathing restriction.
• Weave testing and Hospital laundry testing also established the durability of the fabric and the length of safe product usage. This is established to be 4years.

COPY OF SAFE T SLEEP SLEEPWRAP: Press Release (Sept. 14, 2009)

"I want to let you and your viewers know that a copy of our products will be introduced to the Las Vegas Baby Show later this month. The name of this product is the Snooozz. The story is that the distributor we had in Netherlands simply made a cheap copy of the Sleepwrap and tried to introduce it to retailers already stocking our Sleepwrap. Their action took place in Holland first and then to Europe. Luckily, our retailers know about the quality of our Sleepwrap, the improvement that we made during the years in order to provide a secure sleeping environment for babies. Their presence is therefore not really strong in Europe and we can only thank our loyal retailers and parents for trusting our products.

We’ve been on the market place for almost 20 years from now and are really proud of the accomplishment made in term of security (falls from cot, prevent tummy sleeping, prevent flat head syndrome) and comfort (Sleepwrap can be used summer and winter as made with 100% cotton) that the Sleepwrap is providing. The testimonials from our website and the comments from different blogs can prove it. The Snooozz on the other hand hasn’t been on the market for so long, and even though the fabric might have passed all the tests required, the design and quality / resistance of their product can’t be proven. American parents are not aware of this situation as both the Sleepwrap and the Snooozz will be launching at the same time."-

Safe T Sleep Sleepwrap or Sleeping-Bag? How about both?

This is a question many parents ask us.

Here's what Louise from The Sleep Store said:

“I highly recommend using a Safe T Sleep combined with a baby sleeping bag – it’s the perfect combination for babies once they are no longer swaddled. It means your baby is warm and won’t wake up cold, or under the covers, plus it’s great to have the peace of mind that your baby is in a safe sleeping position all night. We always recommend the Safe T Sleep & sleeping bag combination to parents looking to teach their babies to sleep settle, and learn to sleep through the night”.
Louise Tanguay, Director of The Sleep Store & Baby Sleep Educator.
See more Testimonials
What do you think? Share your experience with us!