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Brainwave’s Cuddlewrap is Back!

Media Statement. 19 June 2007

Brainwave’s Cuddlewrap is Back!

The Cuddlewrap is back! The Brainwave Trust is again making its fabulous, free Cuddlewrap for babies available nationwide.

The wrap will once again be distributed by Bounty Services through their gift pack. Bounty has shown support for this venture through part sponsoring distribution - reaching approximately 98% of new parents nationwide. It has also been made possible with the help of Sport & Recreation New Zealand (SPARC). SPARC’s Active Movement initiative promotes the message that quality physical movement is important for the healthy development of a child’s brain and that young children learn from movement and being physically active, which complements Brainwave’s philosophy.

Brainwave Executive Director Kim Van Duiven says it’s a sad sign of the times that for many families the wrap is the only thing they have to take their baby home in. “Many kiwi families are struggling and the fleecy wrap is often the warmest and most comforting thing they have in which to wrap their newborn,” says Van Duiven.

The wrap is printed with key Brainwave messages in four languages, English, Maori, Samoan and Chinese, to encourage the healthy nurturing needed for optimal brain development. They read;

“I love it when you cuddle me - I love it when you sing to me- I love it when you smile at me- I love it when you talk to me. Did you know you’re building my brain when you do these things?”

Brainwave is also providing a colourful fifteen page booklet filled with fascinating information about how a baby’s brain develops and how parents can ensure the best possible start for their child. As Brainwave says, “The first three years last forever”, and the best thing parents can do to ensure their baby grows into a healthy, happy, stable, contributing adult, is to simply provide consistent loving care.

The Cuddlewrap is a powerful tool to reinforce that message.

Doesn’t every child in New Zealand deserve parents who know about this?


© Scoop Media

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