Baby Box program officially rolls out to Ontario parents today

Province to have largest Baby Box program in the world

TORONTO, Aug. 29, 2016 /CNW/ - In May, The Baby Box Co. announced a program to provide safe-sleep certified Baby Boxes to all new parents in Ontario. Today, the first of those Baby Boxes will be distributed to Ontario parents.

Inspired by Finland's more than 75-year-old tradition, each Baby Box provides a safe sleeping environment for infants. The firm mattress, waterproof cover and 100% cotton fitted sheet in the Baby Box create a sleep space - compliant with Health Canada's bassinet standard - helps reduce the risk of SIDS and other sleep-related causes of infant death. The Baby Boxes are available free of charge to Ontario parents who have had or are having a child after August 1, 2016 and who complete their community's education syllabus on Baby Box University.

"Approximately 80% of parents who receive a Baby Box use it as a primary safe sleep space for their infant, up to about six months of age," said Jennifer Clary, CEO of The Baby Box Co. "A Baby Box program can have a real and measurable impact on both the health and well-being of Ontario's infants, and the confidence of Ontario's new parents." 

In Ontario, 145,000 Baby Boxes will be distributed annually through hospitals, community agencies and health centres across the province, making it the largest Baby Box program in the world to date. The Baby Box Co. is also providing Baby Boxes for similar programs in Canada's other provinces, which are scheduled to launch later this year.

Baby Boxes also act as a care package for the first few months of newborns' lives. Each Ontario Baby Box is filled with new baby essentials including Pampers diapers and wipes, Vroom baby brain boosting activities, Hello Fresh free meal delivery vouchers, Parents Canada magazines, cloth breast pads, Good Night Sleep Site and Babes & Beyond tips, baby body wash and shampoo, a onesie, teether and a diaper tote bag.

Upholding the Finnish tradition of education, the Ontario Baby Box program engages parents with Baby Box University, through which local health care experts share current information about safe sleep, breastfeeding, nutrition, postpartum healing, early childhood development, regional resources and more.

For a list of participating hospitals and organizations in Ontario and details on how to register, parents are encouraged to visit

About The Baby Box Co.
Entrepreneurs Michelle Vick and Jennifer Clary founded The Baby Box Co. to offer a safe sleep environment to babies everywhere. The Baby Box Co. is an innovative, integrated program to support parents and improve maternal and infant healthcare outcomes globally. The Baby Box Co. partners with hospitals, government agencies and non-profit organizations to provide products and safe sleep resources to families on a large scale. Baby Boxes are also available direct to consumer either as a standalone item or filled with new baby essentials handpicked by the experts at The Baby Box Co. Serving families in 52 countries, The Baby Box Co. is headquartered in Los Angeles with offices in UK, Canada, Australia and Singapore. For more information or to purchase a Baby Box, please visit The Baby Box University education resource is at

SOURCE The Baby Box Co.

For further information: Linda Yahya, Craft Public Relations,, 647.205.4081

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