Nicole Cassey

I’m Nicole Cassey, Mum, founder and owner of Bubbaroo. I was inspired to create Bubbaroo after the personal experience I had with my first child, Jacob…As with every parent, my life changed forever after the birth of my son Jacob. When he came into the world screaming his lungs out in 2004, Jacob and I shared many sleepless days and nights with him in continual distress - he would stiffen, arch his back in pain and had an acute “startle” reflex. Three hospital stays, numerous GP visits and lactation consultations, I was very anxious, my baby was in so much pain, refusing to feed and losing weight rapidly. Jacob was finally diagnosed with severe Gastro-Oesophageal Reflux Disease, resulting in his failure to thrive.

So I decided to create my own swaddle product. As with most innovation, Bubbaroo’s first Joey Pouch® Swaddle Wrap was born of necessity, motivation and creativity. I’d finally created a one-size swaddle solution that comforts baby wasn't so tight across their chest but allowed for movement of arms and legs without forcing them into a particular position. A swaddle product that simulated a mother's womb and wasn't a straight jacket! Like a Kangaroo's pouch, hence the name Joey Pouch!

Bubbaroo is an Australian owned and operated company. We’re a trusted Australian brand of safe premium baby sleepwear. All our products have been designed by me as a result of firsthand experience and based on extensive research into safe sleep. With input from midwives, Red Nose (formerly SIDSand Kids) and many other healthcare professionals, we conducted over a year of initial market research prior to launching.