Ecomdigest Baby Care Newsletter - 09.05.2024

PLUS: Nuby becomes the first baby brand to sponsor a football team

Specialty Bites 🍪

Source: GUND

Spin Master's GUND has launched a new Disney plush collection, featuring characters like Pluto, Tigger, and Winnie the Pooh. The collection includes 15-inch Toothpick plush and 12.5-inch Oh So Snuggly plush. Available on Amazon and select retailers, these plush toys offer unique designs and playful features.

So, you’re wondering if melatonin is safe for kids? Well, the answer isn’t as straightforward as you might hope. Dr. Alon Avidan from UCLA Sleep Disorders Center says melatonin is a hormone, not an herbal supplement, and while it’s over-the-counter in the U.S., it’s prescription only in the E.U. and Canada.

Dr. Judith Owens from Boston Children’s Hospital agrees that short-term use (up to six months) is generally safe with minimal side effects. But here’s the kicker: we don’t have much data on long-term effects.

For babies, the answer is a hard no. Dr. Owens warns that melatonin can affect the developing brain, and most sleep issues in kids under three are behavioral, not medical. Plus, there’s been a 500% increase in melatonin-related calls to Poison Control Centers in the past decade.

If you’re still considering melatonin, remember: dosage matters. Experts recommend starting with 1 milligram for preschoolers and adjusting as needed. But beware of side effects like nightmares, headaches, and morning grogginess. And always, always store those gummies out of reach.

So, while melatonin might help with the occasional bumpy night, it’s not a magic bullet. Talk to your doctor first.

Choosing the best toys for 6-month-olds is about more than just fun; it's crucial for their development. Ideal toys stimulate their senses, encourage motor skills, and support early learning. Selecting the right ones can set a foundation for growth, exploration, and cognitive development in these formative months.

Halloween costumes for kids go beyond just dressing up; they offer a chance to explore creativity and identity. From adorable animals to iconic superheroes, the options are endless and fun. Costumes allow kids to step into a world of imagination, creating lasting memories while celebrating one of the year's most playful holidays.

Source: Nuby

Nuby, under marketing head James Russell-Watson, became the first baby brand to sponsor an English football team. Russell-Watson aimed to differentiate Nuby in a saturated market by leveraging his sports marketing experience, challenging the stereotype that parents only focus on childcare essentials.

Performance Platters 🍽️

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.

Richard Bell, President of UntilGone, leverages AI tools like Google Gemini and Google Cloud for Retail to enhance product descriptions, personalized emails, and search functionalities. These innovations have significantly boosted efficiency, customer engagement, and revenue, demonstrating the transformative power of AI in ecommerce.

Ecomdigest is a Contentive publication in the DTC Ecommerce division