“Our market research showed immediately that parents battle with baby towels held awkwardly under their chin, or in their teeth, or put crying babies onto towels on cold bathroom floors, to get over the need for an extra hand to hold the towel at bathtime. It is of course impossible to safely lift a baby without two hands, but you also somehow have to hold a towel and wrap them in it.”

In the national survey of women's experience of maternity care 2006, which came out in March this year (National Perinatal Epidemiology Unit (NPEU) at Oxford University) almost a third of women said they had either not enough help or no help at all from health professionals with bathing their baby. This is not necessarily the fault of those professionals, more the pressures of time on them, but it leaves new parents unsure about safely bathing a newborn.

Child Accident Prevention Trust believes the introduction of the innovative Cuddledry product will contribute to safer parenting. And Cuddledry Ltd is pleased to be making a minimum donation of ten pence per towel to the charity, to further its excellent work in promoting child safety.

Every Cuddledry baby bath towel purchased also now carries the offer of a free liquid crystal bath thermometer for the new parent. All they have to do is register on www.cuddledry.com and send proof of purchase, and the thermometer is sent out with instructions to help make bathtime safe and fun!

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