When Jen’s first daughter, Etta, was 6 weeks old she noticed her staring intently at the black and white patterned jumper she was wearing whilst feeding her, ignoring the plain muslin over her shoulder, and feeding for longer as a result. She glanced from Etta to the jumper to the muslin and had her lightbulb moment. Jen became fascinated by what Etta, and babies in general, could see and set out to recreate the magic on her face and developmental benefits by turning omnipresent baby items into sensory essentials using the wonder of science.