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Paediatrician Dr Maidenberg said “In 1994, recommendations that babies should sleep on their backs led to a reduction in cot deaths. In the weeks that followed the widespread take-up of this new sleeping position, I saw increasing numbers of babies in my consultation room presenting cranial asymmetry: positional plagiocephaly. I was sure it was possible to find a simple and effective means of preventing this, so I worked with children’s fashion designer, Gina Diwan. From this collaboration, the Lovenest range was created with Babymoov.