The Elvie Rise is an innovative, $800 app-controlled baby bouncer that transforms into a bassinet. Released at CES 2023, it addresses safety concerns by adhering to federal safe-sleep guidelines. The marketing strategy suggests that investing in such premium baby products is responsible parenting, amidst rising consumer fears about infant safety. The baby-tech market is flourishing, tapping into anxieties and a desire for optimization with smart products that track and ensure baby safety, as seen with devices like the Snoo smart bassinet and Owlet Dream Sock.
The Elvie Rise, an $800 app-controlled bouncer, addresses parental safety concerns by meeting federal safe-sleep guidelines, promoting it as a responsible investment for newborn care.
Elvie’s strategy highlights how companies exploit parental anxiety, marketing products that promise safety and control in an environment rife with dangers for newborns.
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