sootheTIME Launches zzzTIME Infant Sleep Essentials At Babies"R"Us Stores Nationwide
zzzTIME products support wellness and sound sleep for baby and family

NEW YORK, NY, July 14, 2010 /24-7PressRelease/ -- sootheTIME (http://www.sootheTIME.com), a creator of soothing solutions for babies and parents, has launched zzzTIME [zee-time], a line of bedtime essentials available exclusively at Babies"R"Us stores across the country and online at Babiesrus.com. The centerpiece of the new line is the Snooze Wrap Plus, the first adjustable swaddle wrap to integrate padded back and neck support, with additional padding for the head designed to help reduce the appearance of flat head syndrome.

Other products in the zzzTIME line include the Snooze Sack wearable blanket, Snooze Sheets for crib mattresses and Sleepzies ultra-soft bodysuits. zzzTIME products complement safe sleep guidelines supported by the American Academy of Pediatrics for reducing the risk of Sudden Infant Death Syndrome such as placing babies to sleep on their backs, avoiding overheating and consistent application of safe sleep practices across caregivers and environments.

"We're proud to offer Babies"R"Us customers stress-less parenting solutions so they can better prepare for the joys and challenges of welcoming a new baby," notes Richard White, vice president of marketing at sootheTIME. "The zzzTIME collection ensures that baby is snug, secure and ready for a good night's sleep, supporting the wellness of the entire family—as parents, we know that no one sleeps well unless the baby does," he adds.

The 2010 zzzTIME collection includes the following items:

The Snooze Wrap Plus is crafted with 100% cotton knit and will deliver the perfect swaddle every time. The wrap features adjustable Comfort Wraps for soothing abdominal support along with the Cradle Support Pad , which runs under the child's head and body for added cushion and support. The Wrap allows for both arms-in and arms-out swaddles and includes a pillow designed to help reduce the development of flat head syndrome.

The Snooze Sack Wear-A-Blanket keeps babies warm while eliminating the dangers of loose blankets. Available in two sizes, Snooze Sacks feature Comfort Vents to avoid overheating and a bottom-up zipper for easy diaper changes.

Snooze Sheets, 100% cotton with a soft fabric center area, are used with the Snooze Wrap Plus or Stage 1 Snooze Sack as a system to ensure the baby is always put to sleep in the right position—on its back in the middle of the crib—no matter who is caring for the child.

All of the products above are designed to work together to ensure baby gets the best night's sleep. All caregivers—from daycare to grandparents—can make sure they are properly using the zzzTIME line of sleeping products for naptime or bedtime by simply following the four-step system below.

Step 1: Dress the baby in a light one-piece garment made of natural fibers.

Step 2: Comfortably wrap the baby in the Snooze Wrap Plus swaddle blanket or Snooze Sack Stage One wearable blanket.

Step 3: Place the baby on the soft fabric center of the Snooze Sheet without any loose items such as pillows or blankets in the crib or playpen.

Step 4: Ensure all of your baby's caregivers use this system to create a consistent, healthy, soothing environment for baby.

zzzTIME products are available at Babies"R"Us stores nationwide and online at Babiesrus.com.

About sootheTIME

Based in White Plains, NY, sootheTIME creates simple, practical solutions for the wellness of baby and family. Featuring apparel and accessories that help transition baby from breakfast to bedtime and everything in between, sootheTIME products provide soothing, healthy experiences so little ones can thrive and parents can be confident they are providing the best care. For more information, visit sootheTIME at www.sootheTIME.com.

Press Release Contact Information:

Jaclyn Tyndorf
Southard Communications
Account Executive
515 W 20th St
New York, NY
USA 10011
Voice: 212-777-2220