Man and child and a pram with a mechanical device

BABLISS - baby cradle with all rights

Their successful baby cradle is protected by patent, trademark and design registration to ensure lasting competitive advantages and give weight in the market.

BABLISS AS was founded in 2015 by Ståle Flataker. They are now based at Mesh in Oslo.

About the product

Sleepytroll Baby Rocker is a baby cradle that makes babies fall asleep quickly and, not least, sleep for a long time. It has built-in sound and motion sensors that gently start rocking baby back to sleep when they detect sound or movement. The product can be easily moved between prams, car seats, baby slings etc. The sensor can be adjusted to adapt to the weight and size of the pram, as well as the child's movement pattern and behaviour. Sleepytroll can also be used manually without connecting sensors - then it rocks for 40 minutes at a stretch.

The product was developed after the founder himself had a baby who had trouble sleeping. He got the idea on one of his many trolley rides. After four years of design and testing, the product could finally be put into production, and the first Sleepytroll was sold in February 2019. It has become a huge success, and after one year on the market the company was in the red. Through the online store, they have offered global shipping from the start. Today, they have distribution agreements in the Nordics, Poland, the Czech Republic, the Baltics, Great Britain and Germany.

– For us, it has been important to have control over the rights to the product to prevent copying and maintain our competitive advantage.

Ståle Flataker

Founder and general manager, BABLISS AS

Image of a man with a pram in the background

Ståle Flataker

Founder and general manager, BABLISS AS

Protected technology, name and design

For Babliss AS, it is important to protect the trademark "Sleepytroll" and the technology through patents. This way the company can defend itself against copies and competition. Strong patent protection gives the company extra weight. It also makes it more likely that the competitive advantage will last.

BABLISS has registered the trademark "Sleepytroll" in Europe, the USA, Canada, China and in large parts of the world. They have also registered the design of the product both in Norway and internationally. So far, they have not experienced copying or that someone has violated their rights.

The company wants to protect what it can, and thinks carefully about what information it wants to share. They have used the proxy office Protector to write applications and to handle the rights, so that this is done professionally and correctly.

Plan ahead

Babliss has great growth in demand and is now equipped for growth. Anne Gude-Dye is employed as sales director and will help with the international expansion.

The development of Sleepytroll and the portfolio is well under way. In spring 2022, adapters for beds will be launched, so that Sleepytroll can also help the little ones sleep indoors. In addition, several exciting developments are planned, both for Sleepytropp and accessories.

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