Why won’t my newborn sleep?

As Safer Sleep Week 2026 highlights baby necessities, midwives are encouraging parents to focus on what truly matters: a safer sleep environment and realistic expectations of newborn sleep. Understanding that newborn sleep is a journey of development is the first step toward feeling confident at home.

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The Baby Sleep Essential Trusted by Midwives

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Why Love to Dream?

•Designed for safety: Safer-sleep friendly; replaces the need for loose blankets.

•Natural "Arms Up" Design: Supports a baby's instinctive sleep position for hand-to-face self-soothing.

•Gently Contains Startle: Calms the startle reflex while allowing room for healthy development.

• Temperature Regulated: Available in different TOG ratings to reduce the risk of overheating.

Working With Natural Instincts

In the early months, babies are biologically programmed to wake frequently for feeding and comfort. A common hurdle for families is the startle reflex—a natural movement that can wake a baby just as they’ve settled. Unlike traditional wrapping, Love to Dream’s Swaddle Up™ contains the startle reflex without restricting it, offering baby a more settled stretch of sleep. The Swaddle Up™ is also easy to use with its zip-up design and offers a secure, consistent fit every time for simpler swaddling. The arms-up design allows babies to sleep with their hands by their face to gently self-soothe whilst the snug fit torso and spacious bell shape around the hips and legs, still offer the secure benefits of traditional swaddling, whist supporting healthy development.

Swaddling isn’t about "fixing" sleep; it’s about helping babies feel secure enough to settle comfortably between essential feeds and get quality rest as their systems mature. When families choose products that support development and follow safer sleep guidelines, they can feel more reassured during those first precious weeks.

Discover more about safer sleep and Love to Dream’s essentials this Safer Sleep Week.