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The idea for Snoozebaby was conceived in founder Marleen Rameckers’s own quest to comfort her infant son who was born too early by caesarean and suffering from the KISS syndrome. She found that the soft materials of a silk scarf or washing tags on clothing had a calming effect on him. He became calm and relaxed simply by feeling the tags with his tiny fingers, not only at bedtime, but also while he was awake. She decided to put the tag concept on the market herself. Thus, Snoozebaby was born.