Separation anxiety in babies is a normal process in their development when they gain a sense of object permanence. That’s why when moms leave them momentarily, whether it is at the cradle, with a relative or at a day care, they start to cry uncontrollably out of fear because they don’t know how long they’ll be gone and that makes them feel vulnerable. This is very common during the first months when moms spend most of the time with them. And while it’s a developmental milestone, it is undoubtedly heartbreaking for both babies and moms. As a home remedy, pediatricians recommend mom's to leave a blanket or a worn t-shirt that smells like her to calm their newborns separation anxiety. That's where we saw an opportunity to develop a new product that would make life easier for both babies and moms.

Pelushirts® partnered with Huggies® and conceived The Pelushirts®, a sleepshirt collection for moms to wear at night-time that folds into a stuffed animal with her soothing smell to give it to their babies during daytime, while they’re away. This helps the child to feel as close to their moms as possible by giving them an item of clothing that smells like her disguised as a toy to hug. The Pelushirts® have pockets on the front of the sleepshirt that hides the adorable characters inside. That way, when moms take off their nightwear in the morning, they can fold it and put it through the central pocket to stuff the characters and keep their soothing smell inside. The Pelushirts® were endorsed by pediatricians as a comfortable prescription to calm separation anxiety in babies by combining science and cuteness.

The Pelushirts were designed with moms and babies in mind.That's why they were designed with ultra soft, hypoallergenic fabric, which also absorbs better the scent of mothers. The Pelushirts have a pocket on the front of the sleep shirt that hides the adorable characters inside. That way, when moms take off their sleep shirts in the morning, they can fold it and put it through the central pocket to stuff the Pelushirts and keep their smell inside. The Pelushirts characters were inspired by some of the most maternal animals in the word: The Llama, The Octopus, The Kangaroo, The Seal and The Porcupine. The Pelushirts were a limited edition promotional item and were available to be ordered @ Instagram as a prescription to soothe separation anxiety.

The Pelushirts were an instant hit with moms, helping them deal with a real problem that affected both them and their babies. To launch Pelushirts we used several Puerto Rican influencers who are mothers and showed their audience how the product worked with their babies. On the first day of launch, thousands of moms were asking where they could get the Pelushirts because they really needed them. Based on that response, The Pelushirts are going to become from a limited edition promo item to a mass production item in collaboration with Huggies.