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Laurie, the inspriation behind Sleepytot

It’s recommended by Mums (and Dads!) across the UK, loved by babies and winner of three prestigious awards. Yet, just six short months ago, the Sleepytot baby comforter was just a glimmer in its creator’s eye.

A super soft bunny, with long silky ears and attachments for soothers, teethers, or little development toys, the Sleepytot has won three awards since its launch in September of 2008 – a Practical Pre-School Gold Award, ‘Highly Commended’ for Best Debut Product in the Baby and Child Recognition Awards (BACRA), and a Mumsnet Best award in the Gifts for a Newborn category.

Lucy Fitzgerald, creator of the Sleepytot brand and products, is thrilled with the recognition. “For me, it just shows that the product works and that it has been received as innovative and practical by the nursery industry, parents and professionals alike.”

Still surprised by her success, Lucy says that her Mumpreneur status has come as a surprise. “I never dreamed it would get to be so big. In the beginning, I thought I might sell five or so a week, and now I am shipping hundreds of units every month. It just goes to show that if you have a great idea, you should take the chance and see what happens. You might be surprised!”

For more information about the Sleepytot comforters, visit:


Notes for Editors:
1. Details of the Awards won:
Practical Pre School Award – Gold: Sleepytot received a gold practical pre-school award only a week after launching their baby comforter. The Practical Pre-School Awards identify and reward excellence in educational equipment, childcare, books and toys. All products reviewed are suitable for children from birth to eight years old for use in professional childcare and educational settings. These include: private and state nurseries, pre-schools, playgroups, childminding settings, infant schools and after-school clubs.

Children and their carers tested each product in at least two separate settings. Each reviewer has marked and provided a detailed evaluation as to the performance of a product against set criteria. It included: Appeal to children (at the beginning and end of the trial), durability; adaptability; educational value, play value and value for money.

Only products achieving at least 60 per cent win an award. The gold award standard is not easily achieved. It is a much coveted and meaningful accolade. Winning products need an average score of 85 per cent or more to attain gold.

BACRA award – Highly Commended (Best Debut Product Category): The BPA’s prestigious award programme, the BACRAs (Baby and Child Recognition Awards) is judged by a host of experts in the baby and nursery industry. Competition is fierce and the Sleepytot Baby Comforter was Highly Commended in the Best Debut Product category in October 2008.

Mumsnet Award: In March 2009, the innovative Sleepytot Baby Comforter won a prestigious ‘Mumsnet Best’ award in the ‘Gifts for a Newborn’ category. Mumsnet has been described by the Times as the “Country’s most popular meeting point for parents”. The Mumsnet Best awards are based on reviews (and scores) sent in by Mumsnet members, who found that Sleepytot “ticks all the boxes”.

For further information, images, an interview or to obtain a sample for review, please contact:
Lucy Fitzgerald, creator of Sleepytot on:
(Phone): 0845 009 4405

This press release was distributed by ResponseSource Press Release Wire on behalf of Sleepytot in the following categories: Children & Teenagers, Women's Interest & Beauty, Business & Finance, for more information visit