As a business, we believe that the freedom to share thoughts, opinions, and ideas promotes critical thinking, fosters self-discovery, and enables learning and growth.
We always respect and value differing opinions and we recognise that Baby Sensory, like many other classes, may not be for everyone. Nevertheless, we wish to respond to the statement that Baby Sensory is just ‘nonsense’ as noted by Nell Frizzell in British Vogue last month (and re-posted in September).
As the UK’s first and original research-based programme for parents and babies, we would like the opportunity to share the values of Baby Sensory, and why it has become such a lifeline for so many families.
Baby Sensory was founded by Dr Lin Day following more than four decades of research into early child development. The programme was not designed to be a ‘baby class’ but a parenting programme, empowering parents with practical knowledge, ideas, and confidence in how to play and interact with their baby and help progress their learning and development. We recognise that parents naturally interact with their babies which contributes to their development. Baby Sensory enhances these interactions by offering structure and variety; helping parents build a library of activities for home use.
Our classes and Practitioners also give parents valuable reasons to get out, connect, and share experiences with others. At a time when public services such as Sure Start children’s centres, and parts of the NHS are underfunded and under significant strain, Baby Sensory offers a safe, welcoming environment where parents can form friendships, feel supported, and less isolated. Our Practitioners are highly trained and deeply committed to their families. These incredible women have taken the plunge to start their own small businesses in a challenging economic climate because they believe in supporting parents both in and beyond the classroom.
Our social impact is also something we are really proud of. Did you know that together with our incredible families and Practitioners, Baby Sensory has raised close to £2 million for Tommy’s baby charity, supporting vital research into pregnancy loss and premature birth? We also work with Onside Baby Zone centres ensuring more families benefit from our classes regardless of their circumstances. We have even helped set up the UK’s first industry body for children’s activities; The Children’s Activity Association (CAA), which sets and raises standards for the sector.
We could go on about the academic research studies which have taken place in our classes in association with the University of Manchester (2013) and the University of Leeds (2014), and the positive effect that Baby Sensory® has had on baby development, bonding, and parent wellbeing; that can be left for another discussion.
So, we genuinely ask British Vogue, do you still stand by the unresearched fact that Baby Sensory is nonsense? The overwhelming response to Nell Frizzell’s article in support for Baby Sensory and our Practitioners was very heart warming for us to read, so we are truly thankful that so many parental experiences were positive ones.
We know we will not appeal to everyone, and we do not claim to be perfect. We will happily own our foil blankets (as mentioned by Nell Frizzell), and will continue to stand by our purpose and our values, to empower parents, to support families, and to give babies the best possible start in life. That is why Baby Sensory exists, and why we are so proud of the positive impact it has had on over one million families across the UK and beyond.
