THE MAKING OF BUBBAROO

Our entire philosophy centres on ensuring babies get the sleep they need in the safest manner possible. Bubbaroo creates 100% natural sleepwear and sleep solutions for babies, toddlers and children. Bubbaroo helps babies sleep by empowering parents in a nurturing and supportive way.

  • Our Brand

    We’ve put considerable effort into establishing Bubbaroo as a premium sleepwear brand committed to promoting safe sleep practices. As a parent myself, I wholeheartedly stand by our outstanding quality and thoughtfully designed baby sleepwear, bedding, and accessories, all crafted from natural fibres. Our products are backed by the latest research, ensuring the utmost safety for your little one. Renowned for our steadfast customer service and nurturing philosophy, Bubbaroo is distinguished by its integrity and has earned accolades for its excellence. Our focus on sustainability means that our products can be used for years and handed down from one child to the next, providing both peace of mind and environmental responsibility.

  • Quality

    Bubbaroo is dedicated to crafting top-tier premium products, meticulously selecting every component for its superior quality and craftsmanship. From zips to press studs and fabric, each element is handpicked to meet our exacting standards. We exclusively use 100% cotton fabric, and in our pursuit of sustainability, we are transitioning towards organic cotton and Australian wool certified by Woolmark with our Platinum Range. Additionally, we actively seek out partnerships with manufacturers who share our commitment to ethical and sustainable principles.

Safety

Bubbaroo puts safety first. All our products are tested following relevant Australian and European Standards. We employ independent organisations to conduct quality inspections and frequently visit our manufacturers to undertake our own inspections. We spend a considerable amount of time to ensure we keep up with the latest in safe sleep research. This is why Bubbaroo has become a trusted sleepwear brand.

Innovation

Being the pioneer swaddle and baby sleeping bag brand in Australia, we take pride in consistently delivering innovative products and concepts rooted in the latest research for ensuring babies’ safe sleep. Fuelled by determination and entrepreneurial drive, our Joey Pouch Swaddle Wrap stands out for its unique design, allowing freedom of movement while replicating the snugness of a mother’s womb. Our Joey Swag Baby Sleeping Bags boast top-notch quality and a versatile travel system, making them suitable for use in prams or car seats during nap or sleep times. At Bubbaroo, we are more than just a brand; our mission revolves around nurturing safe and sound sleep for your little one with products built to stand the test of time.

The face behind Bubbaroo

I’m Nicole Cassey, Mum, founder and owner of Bubbaroo. I was inspired to create Bubbaroo after the personal experience I had with my first child, Jacob.

As with every parent, my life changed forever after the birth of my son Jacob in 2004. Jacob and I shared many sleepless days and nights with him in constant distress - he would stiffen, arch his back in pain and had an acute “startle” reflex. Three hospital stays, numerous GP visits and lactation consultations, I was very anxious, my baby was in so much pain, refusing to feed and losing weight rapidly. Jacob was finally diagnosed with severe
Gastro-Oesophageal Reflux Disease, resulting in his failure to thrive.

To calm him and settle his ‘startle’ reflex, we tried to swaddle Jacob. Pretty soon he began to escape the traditional swaddle blanket and repeatedly kick it off - I nick-named him Houdini. I didn’t like using a traditional blanket because I needed to pull the blanket so tight and restrict his movement.

Sleep-deprived and desperate, I searched for a sleep swaddle solution that would allow Jacob freedom of movement without being able to kick himself loose.

There was nothing.

So I decided to create my own swaddle product. As with most innovations, Bubbaroo’s first Joey Pouch® Swaddle Wrap was born of necessity, motivation and creativity. I’d finally created a swaddle solution that comforts baby wasn’t so tight across their chest but allowed for movement of arms and legs without forcing them into any particular position. A swaddle product that simulated a mother’s womb and wasn’t a straight jacket! Like a Kangaroo’s pouch, hence the name Joey Pouch!

At 4 months, when Jacob got busy rolling over and moving around the cot, keeping him covered and comfortable became difficult so I created Bubbaroo’s Joey Swag® Organic Baby Sleeping Bag as the essential complement and next step after the Joey Pouch®

I launched our first range of Joey Pouch Swaddle Wraps and Joey Swag baby sleeping bags at the Pregnancy Babies & Children’s Expo in Sydney in April 2006! Shortly thereafter I found out I was pregnant with my second child.

By the time my second child Emily Grace was born in 2007, she was able to benefit from the Joey Pouch Swaddle and the entire Joey Swag baby sleeping bag range until Em graduated to the ‘big bed’ milestone. Bubbaroo’s unique travel system enabled us to use them when out and about when nap time called in both the car and pram.

Bubbaroo is an Australian-owned and operated company. It’s like my third child! We’re a trusted Australian brand of safe premium baby sleepwear. All our products have been designed by me as a result of firsthand experience and based on extensive research into safe sleep. With input from midwives, Red Nose (formerly SIDSand Kids) and many other healthcare professionals, we conducted over a year of initial market research prior to launching.

I know what it’s like when your baby just isn’t sleeping, I’ve been there and remember feeling so overwhelmed. Bubbaroo is different because we don’t try to be all things to all people. Our entire philosophy is to help families get the sleep they need in the safest possible way. We do one thing and we do it really well. My primary goal is to help and support parents with their baby’s sleep journey. No two babies are the same and therefore we don’t believe in a “cookie-cutter” approach to baby’s sleep.

We’re committed to spreading the message on how to reduce the risk of SIDS. The organisation Red Nose (formerly SIDS and KIDS) do not endorse any baby care products. Bubbaroo supports Red Noses’ (formerly SIDS and KIDS) safe sleeping recommendations.

Nicole

CELEBRATING 10 YEARS OF BUBBAROO

  • As we celebrate our 10th birthday, we have created a short video to remind us all of why we do what we do - we’re passionate about Helping Babies Sleep. Please have a look and enjoy.

    From the bottom of my heart, thank you for choosing Bubbaroo.

    Nicole Cassey

    Mum, Founder & CEO

Our Craft

At Bubbaroo, we make it our business to craft rather than just source product. Our products are a result of thoughtful consideration and care - we like to think of ourselves as the anti-mass-market. We prioritise safety, workmanship, quality and ideology at every stage. Each of our products is born of experience and necessity. The Bubbaroo process moves from ideation to design, to creating samples. We then refine the samples by tweaking the design and materials. Next, we trial our samples out there in the baby sphere and then distil the all-important feedback from parents into furthering our design evolutions. Finally, we refine and refine again until each product is functional, beautiful, safe and fabulous.


Bubbaroo holds regular focus groups to hear what parents have to say about how our products are performing in their lives. All of our products undergo stringent testing through independent companies, making sure the process is standardised and highly professional.


We have a saying at Bubbaroo that a product is only as good as what it's made from and that's why we insist on premium quality of materials and craftsmanship. We use 100% knitted cotton waffle, YKK zips and YKK press studs, knitted cotton for our blankies and 100% cotton lining and exterior. Our new Platinum range also uses Australian wool padding, organically grown 500 thread count cotton sateen and rayon from Bamboo fibres.

OUR AWARDS & ACHIEVEMENTS