The latest trend in consumer tech isn’t personal robots or self-driving cars—it’s a $800 crib. The Elvie Rise, introduced at the CES tech trade show in January, is an app-controlled bouncer designed to adapt to a baby’s preferences. It also doubles as a bassinet once the baby falls asleep. But with cheaper alternatives available, why should parents invest in this “smart bouncer”? Elvie argues that it’s all about safety. A survey by the company revealed that many parents were using products that didn’t meet federal safe-sleep guidelines. Elvie suggests that spending nearly $1,000 on a product used for only six months is not only sensible but also the responsible choice.
Elvie isn’t alone in capitalizing on parental concerns. Baby-product companies are aware that reminding parents of the potential dangers surrounding newborns can be profitable. Through smart marketing, these products are often presented as the solution to every parent’s worst fears. The intersection of parental anxiety and modern technology has fueled a boom in baby-tech products. Since the 2016 launch of CES’s BabyTech Summit, innovations like the $1,200 Snoo bassinet, the Owlet Dream Sock, and the Nanit Plus baby monitor have hit the market. These devices offer features such as tracking vital signs and monitoring an infant’s breathing. Between 2018 and 2019, submissions for CES’s Best of Baby Tech Awards increased by 88%, and a 2024 EMARKETER report showed that baby products saw the fastest-growing digital ad spend.
As millennial and Gen Z parents, who are used to tracking everything via apps, increasingly enter the parenting scene, baby-tech products are in high demand. However, while real-time data on a baby’s movements and health can provide reassurance, it can also intensify anxiety, especially during the sleep-deprived early months of parenthood. Some argue that these products may make parents more disconnected from their babies, focusing more on data than on the emotional bond.
The baby-tech industry has long been shaped by fear. The first commercial baby monitor, launched in 1938, came only a few years after the kidnapping of Charles Lindbergh’s son. In the 1980s and ’90s, baby monitors became common due to growing concerns over sudden infant death syndrome (SIDS). By the early 2000s, the tech behind these monitors evolved, adding cameras, heart-rate tracking, and sleep cycle detection. Though these features didn’t necessarily meet parents’ actual needs, they found a receptive market.
Becca Susong, a pediatrician and perinatal care consultant, notes that fear of SIDS remains a driving factor behind parents’ choice of high-tech baby monitors. Some parents, particularly those with previous health scares, find comfort in features like heart-rate tracking. However, there’s no evidence that baby monitors reduce the risk of SIDS, and the American Academy of Pediatrics cautions against relying on them. Susong recommends focusing on sleep safety, such as using a firm mattress and ensuring babies sleep on their backs, methods backed by science.
Clinical psychologist Emily Guarnotta says that many parents, especially those with a type-A personality, look to baby-monitoring devices for reassurance. But she warns that this can create a cycle of anxiety. A product may provide temporary peace of mind, but the anxiety often resurfaces, leading parents to constantly check for updates and recheck their baby’s condition.
David Lesner, a software engineer from Israel, acknowledges that his initial attraction to a smart baby monitor was due to the gadget’s technology. After researching models, he chose the Nanit Pro. Despite some false alarms, Lesner never experienced a real emergency, but the device’s occasional glitches still caused anxiety. “Those few seconds when you rush to check if your baby is okay can feel like an eternity,” he says.
Some parents, like Logan Blackburn-Issitt from the UK, have embraced movement-detection devices with multiple children. Though these devices sometimes malfunction, Blackburn-Issitt finds peace in knowing he will be alerted if something goes wrong. For him, the occasional alarms reinforce the sense of security.
The market for baby-tech has grown significantly, with some companies offering products that may seem excessive. Glüxkind, a Canadian startup, launched a $3,000 AI-powered self-driving stroller in 2023, and Monit, a Korean company, developed a Bluetooth-connected diaper sensor, though it failed to gain widespread attention. Another startup, Woddle, is working on a tech-infused changing pad, but it’s still unclear if there is demand for such products.
While baby-tech innovations often come with promises of safety and efficiency, their effectiveness is not always clear. The industry appeals to millennials, now the largest group of new parents, who are accustomed to network-connected home devices and fitness-tracking gadgets. These products cater to a desire to optimize and ease daily tasks, all while reassuring parents concerned about their baby’s well-being.
There are undeniably beneficial baby-tech products. For example, balance bikes have been shown to prepare children for real bicycles better than training wheels. The Snoo bassinet and Doona car-seat stroller combo have also been praised for their convenience. However, the obsession with optimization doesn’t always make parenting easier.
Ellie Messinger-Adams, a California mom, used baby-monitoring cameras for her two children until she decided to stop. Although the cameras provided temporary reassurance, she found herself compulsively checking on her kids, which added to her anxiety. “Not having the cameras hooked up anymore feels like freedom,” she says.
Sogand Ghassemi, a perinatal psychiatrist, warns that excessive reliance on gadgets may worsen parental anxiety or even contribute to postpartum OCD. Ghassemi suggests that parents would benefit from learning to read and respond to their baby’s cues without depending on technology. This not only improves parents’ emotional well-being but also helps babies develop self-soothing skills, which are crucial for their resilience.
For clinical psychologist Emily Guarnotta, relying on a baby monitor was never an option. She chose to stick to listening for her children’s cries, trusting her instincts rather than a high-tech gadget. “I didn’t want any part of that,” she says.
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