Top Baby Trends of 2022 & 2023

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Little Sleepies

54K
Past Month Searches
+166%
Past Year Change
20172018201920202021

Little Sleepies are a line of children's pajamas that are designed to fit snugly. The pajamas are designed to be comfortable and easy to wear, and are typically worn before going to bed. …  Read more

Sensory Swing

6.5K
Past Month Searches
+90%
Past Year Change
20172018201920202021

A sensory swing is a swing that is designed to provide stimulation to the senses. The swing may provide visual, auditory, and/or tactile stimulation, and may be used for therapeutic or recreational purposes. …  Read more

Play Couch

17K
Past Month Searches
+63%
Past Year Change
20172018201920202021

A play couch is a piece of furniture that is designed for children to use as a place to sit or play. The couch often has a low height and is often covered in soft materials to make it comfortable for children. …  Read more

Weighted Sleep Sack

5.5K
Past Month Searches
+61%
Past Year Change
20172018201920202021

A weighted sleep sack is a sleeping bag that is weighted with small beads or pellets to provide a sense of calming pressure. The sacks are often recommended to people with anxiety, sensory processing disorder, or autism spectrum disorder. …  Read more

Lovevery

51K
Past Month Searches
+57%
Past Year Change
20172018201920202021

Lovevery is a brand that creates developmental toys and tools for children. Its products are designed to support different stages of child development, from sensory exploration to problem solving. …  Read more

Jellycat

242K
Past Month Searches
+36%
Past Year Change
20172018201920202021

Jellycat is a company that specializes in making high-end plush toys. The company was founded in London, England in 1999 and has since expanded to include stores all over the world. Jellycat toys are known for their soft textures, whimsical designs, and high price tags. …  Read more

Big Plush

25K
Past Month Searches
+30%
Past Year Change
20172018201920202021

Big Plush is a toy brand that offers giant teddy bears and large, custom stuffed animals. The toys are typically made of soft fabric and are often based on popular characters or animals. …  Read more

Bedside Bassinet

12K
Past Month Searches
+29%
Past Year Change
20172018201920202021

A bedside bassinet is a small bassinet that is designed to be placed at the side of a bed. The bassinet is typically used for newborns, as it provides a comfortable and close sleeping environment. …  Read more

Nanit

34K
Past Month Searches
+28%
Past Year Change
20172018201920202021

Nanit is a baby monitor that is designed to provide parents with information about their baby's sleep. The monitor uses infrared and motion sensors to track the baby's sleep and breathing patterns. Parents can then use the Nanit app to receive sleep insights and see how their baby is sleeping over time. …  Read more

Montessori Bed

14K
Past Month Searches
+27%
Past Year Change
20172018201920202021

A montessori bed is a bed that is designed to allow for freedom of movement and exploration. The bed typically has low sides and a low profile, and is often made from materials that are easy to clean. …  Read more

Nappy Caddy

3.1K
Past Month Searches
+24%
Past Year Change
20172018201920202021

A nappy caddy is a storage container that is specifically designed to store disposable nappies. The caddy has a number of compartments and pockets to store different size nappies, as well as wipes and other baby essentials. …  Read more

White Noise For Baby

9.9K
Past Month Searches
+3%
Past Year Change
20172018201920202021

White noise for baby is a type of noise that mimics the sounds of the womb and helps to soothe and calm the baby. White noise can be created with a variety of devices, including apps, noise machines, and even a fan. …  Read more

Trend Highlight – Declining Birth Rates Means it Costs More to Raise a Child

As birth rates decline, hand-me-down clothing is becoming less relevant. The cost of baby clothes and toys can less and less be spread across multiple children, making them essentially more expensive.

In fact, the global fertility rate has fallen drastically from 5.1 children per woman in 1964 to 2.4 children per woman in 2018, per the World Bank.

As effective costs have risen, a growing number of communities have established what are called toy libraries, where parents can check out toys – just like books. There’s also a parallel surge in demand for toy rental. One of the top Google autocomplete suggestions for Montessori toys (one of the most expensive types) is “Montessori toy rental”.

In parallel, second-hand marketplaces for all things baby & toddler have sprung up, like Goodbuygear, which has grown over 250% in popularity over the past year.

To see more trending marketplace startups, respond “marketplaces” to this email.

Trend Highlight – Why Baby Sensory Videos are Exploding in Popularity

Baby sensory videos owe their ascent, in part, to a change YouTube and Spotify made to their ranking algorithms which prioritizes the watch duration as a proxy for engagement, rather than just looking at likes and clicks. This gave an advantage to content where users typically press "play" and let the video play continuously without pausing or skipping forward.

This algorithm change also played a role in the ascent of lo-fi music, but the dynamics of baby sensory videos magnify the impact. With most other YouTube videos, the person who selects the video and the person who watches the video are the same. With baby sensory videos though, not only are they different, but the person watching the video – the baby – isn’t even able to pause or fast forward. This means that, in the eyes of YouTube’s engagement and ranking algorithm, a single view by a baby is worth more than one by an adult.

Screen time is an effective way to keep kids distracted for short periods of time, so parents often turn to YouTube for emergency entertainment. This demand, coupled with parenting guilt over mindless screentime, has led to interest in videos that offer some kinds of stimulating or educational elements. While it’s relatively easy to find videos for kids who are old enough to talk or count, it's historically been harder to find videos for babies. This has created a market for baby sensory videos, which use soothing music and brightly-colored shapes against dark backgrounds to keep small children occupied without worrying parents about what they'll see.

Sensory videos are related to the ASMR video trend, which targets adults with videos that include soothing and repetitive sounds. The availability of royalty-free music, and the ease of creating repetitive animations with simple shapes and bright colors, means it's relatively easy to produce videos in this format.

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