Your baby does not need "brain-boosting" toys.
They need you.
Over 20 pages of evidence-based guidance on what awake time actually looks like, what your newborn genuinely needs, and what you can skip. Designed for both of you.
If you have been browsing baby toys and activity products...
You have probably encountered endless claims about "brain-boosting" and "developmental" benefits. The baby industry markets countless gadgets promising to make your baby smarter, calmer, or more advanced. The truth is simpler: newborns need very little equipment and a great deal of you.
In the early weeks, your baby will be awake for surprisingly short periods, typically 30 to 90 minutes at a time. Within that window, they will feed, have their nappy changed, and perhaps have a brief moment of alertness. There is not much "playtime" in the traditional sense, and that is completely normal.
See how we approach it
What’s inside*
*Always based on the latest AAP, CPSC, and WHO guidelines. All sources linked throughout, so you can verify anything yourself.
This chapter Is for You If...
You're expecting and want to feel prepared, not overwhelmed
You want to understand what tummy time is actually for, not just that you "should" do it
You're skeptical of "educational" toys marketed for newborns
You want to know what simple toys actually make sense for the first few months
You have family wanting to buy gifts and you'd like to guide them toward useful items
This chapter might not be for you if...
You're looking for tummy time methods (this covers setup only), we cover this in our workshops
You want specific brand recommendations (we explain what features matter, you choose the brands most aligned with you)
You already feel confident about what to expect and how to go about awake time
Ready to enjoy your little one’s awake moments?
THE awake time CHAPTER€39
24 pages · PDF download · Instant access
Awake time is one of six areas.
Six chapters. Six areas of daily life with a baby. Instead of one massive list, we organised newborn preparation into clear areas you can work through at your own pace, in whatever order makes sense for you.
Sleep · Feeding · Changing · Clothing · Outings · Awake Time
These areas connect to each other more than you might expect. The Sleep chapter covers how short awake windows connect to sleep cycles in those early weeks. The Outings chapter covers baby carriers, which double as one of the best ways to spend awake time with your newborn close. Your baby's awake moments are shaped by how the rest of their day is set up.
This is the area where the baby industry overspends your budget most aggressively. "Brain-boosting" toys, elaborate activity stations, and screen-based devices marketed for babies are unnecessary. Your face, voice, and touch are all your newborn needs. This chapter explains why.
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In the early weeks, your baby can only see clearly at about 20 to 30 centimetres and cannot yet grasp objects intentionally. Your face, voice, and touch provide more developmental stimulation than any product. A simple play mat, a few high-contrast cards, and a rattle are genuinely all you need. This chapter covers what becomes relevant at each stage so you are not buying things your baby cannot use yet.
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No. This is more than a list. We show you a way to think about sleep setup; what matters, what doesn't, and how to make decisions that work for your situation. You'll understand why certain features matter, not just what to buy.
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Our guidance is based on recommendations from the American Academy of Pediatrics (AAP), the Consumer Product Safety Commission (CPSC), the World Health Organization (WHO), and other trusted organizations. We chose these sources because they're evidence-based, regularly updated, and recognized globally. When organizations like the AAP update their recommendations, we update our guides to match. All sources are linked throughout the chapter so you can verify and explore further.
Last updated: February 2026
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We stay completely unbiased so you can trust our recommendations. We explain what features to look for, what safety standards to verify, and what questions to ask before you buy — so you can confidently choose any product that fits your budget and preferences. If you would like specific brand recommendations, or have questions about specific brands, send us an email (hello@wearehellobaby.com) and we will inform you further!
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Each chapter has an "At a Glance" summary page: the essentials in 60 seconds. One of you can read the details, the other can skim the summaries, and you'll still end up on the same page if you talk about it thereafter.
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The guide will help you fill in gaps and avoid buying more unnecessary items. The "What to Skip" sections alone could save you hundreds of euros (when purchasing all chapters).
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Yes! If you purchase individual chapters and later decide you want the complete guide, email us with your original purchase receipt. We'll send you a discount code for the difference so you're not paying for the same content twice. Start where it makes sense for you.
FAQ
WANT TO START WITH THE first step?
Get The Awake Time Conversation as an immediate download: 6 questions every expecting couple should discuss before buying anything, so you both feel clear on what actually matters.
Awake time, simplified.
Your baby does not need elaborate toys or constant stimulation. They need your presence, a few simple things to look at, and time on their tummy. This chapter helps you feel confident about what that actually looks like.
Part of Hello Baby's Six Areas of Preparation
Questions? Email us at hello@wearehellobaby.com