Making the safe Choice Easier

It’s our goal to make a safe-sleep choice the easy-sleep choice.

When parents make less-safe sleep choices, they are often making the easier or more convenient choice. Choice architects and behavioral economists tell us that decision-making in new or stressful situations (like parenting a newborn!) is often driven by gut reaction or intuition - not logic and reasoning.(1)

Other safe sleep options, like cribs, aren't always convenient when baby falls asleep. With Smitten, a safe place for baby is always nearby.

Why Safe Sleep Matters

Sleep-related infant deaths are the most common cause of post-neonatal infant mortality. In 2013, approximately 3,434 infants died suddenly and unexpectedly.(2) Nearly half of these deaths were attributed to sudden infant death syndrome (SIDS), the remaining attributed to ‘unknown’ causes and ‘accidental suffocation or strangulation in bed’. Fortunately, health care provider opinion can strongly influence how parents place their infant to sleep.(3,4,5)

How Smitten Helps

Smitten makes safe sleep simple for families. Now, caregivers don’t have to choose - they can keep baby close by and also in a safe sleep space.

The Smitten Sleep System is a lightweight, durable bassinet that parents can easily carry with them from room to room. Infants can sleep in Smitten for up to 6 months, the riskiest period for SIDS and suffocation. 

Mounting Evidence for Bassinet Boxes

Infant sleep boxes were introduced in Finland in the early 1900’s as part of a concerted effort to reduce infant mortality. Since that time, Finland’s infant mortality rate has decreased from 65 infant deaths per 10,000 to just 3 infant deaths per 10,000.(6) Similar sleep box programs have been implemented in other countries with equal success.(7,8)

There are several research studies currently underway in the US and Canada. These studies are examining sleep box use as part of hospital distribution programs. Pip & Grow welcomes partnerships that will further advance the science behind infant sleep boxes. 


  1. Thaler, Richard H. and Sunstein, Cass R. and Balz, John P.(April2,2010). Choice Architecture. Available at SSRN:http://

  2. CDC, NCHS, Compressed Mortality File, cause of death is determined using the following ICD-9 Codes: SIDS (798.0), unknown cause (799.9) and ASSB (E913.0). For 2000-2013, cause of death is determined using the following ICD-10 codes: SIDS (R95), unknown cause (R99) and ASSB (W75).

  3. Aris, C., Stevens, T.P., LeMura, C., Like, B., McMullen, S., Cote-arsenault, D., metal. (2006). NICU nurses’ knowledge and discharge teaching related to infant sleep position and risk of SIDS. Advances in Neonatal Care, 6, 281-294.

  4. Patton C, Stinter  D, Wright KB, Kautz DD. Do nurses provide a safe sleep environment for infants in the hospital setting? An integrative review. Adv Neonatal Care. 2015 Feb;15(1):8-22.

  5. Moon RY, Gingras JL, Erwin R. Physician beliefs and practices regarding SIDS and SIDS risk reduction. ClinPediatr (Phila). 2002 Jul-Aug;41(6):391-5. 

  6. Lee, H. Why Finnish babies sleep in cardboard boxes. (4 Jun 2013). BBC News.

  7. Cowan,S.,Bennett,S.,Clarke,J.,&Pease,A.(2013).Anevaluationofportablesleepingspacesforbabiesfollowingthe Christchurch earthquake of February 2011. Journal of paediatrics and child health, 49(5), 364-368.

  8. K Watson, J Young, L Craigie, S Cowan, L Kearney. Acceptability and feasibility of a safe infant sleep enabler for Aboriginal and Torres Strait Islander families of high risk for Sudden Infant Death: Pilot of the Pepi-pod Program. - 2014 International Conference on Stillbirth, SIDS ..., 2014