Happiest Baby, a popular baby brand, recently faced public outrage after asking a grieving mother to return a bassinet following the death of her infant. This led to bad PR for the company. Brooklyn Larsen, a former contestant on "So You Think You Can Dance," had been gifted a SNOO smart bassinet by the brand in return for promotional content. But according to an Instagram story from her sister Kenna Bangerter, the company "demanded" the return of the $1,700 item after Larsen's baby passed away just before birth in November 2024, as Today reported.
In the aftermath of the infant's death, Bangerter expressed disgust at the brand's apparently transactional worldview. With a misstep showing, Bangerter did not mince words when she said, "I'm absolutely disgusted by a BABY brand who promotes support for moms & babies — that doesn’t even have the decency to give her the space to grieve the bassinet she never got to fill." This incident has not only led to public backlash but also to other brands being highlighted for their compassion in contrast to Happiest Baby's handling of the situation, according to her statements obtained by NBC New York.
Happiest Baby, in what appeared to be a damage control effort, issued an apology through a spokesperson who conceded that their communication was "misguided and ill-conceived." "We cannot express more emphatically our deepest sympathy for what she and her family have been through following the loss of her son," reads the statement released to Today. "What was intended to be an effort to provide assistance clearly was a mistake that added to Brooklyn’s grief, for which we are truly sorry. We have taken internal steps to make sure it never happens again. What Brooklyn faced was a tragedy beyond comprehension, and we are heartbroken for her loss.” Despite the apology, Larsen and Bangerter chose not to comment publicly on the matter.
The story picked up traction swiftly with members of the public and fellow performers airing their feelings online. Witney Carson, a compatriot alumnus of SYTYCD, shared her disappointment openly, urging the brand to "be better for future mothers," as mentioned on Happiest Baby's social media accounts. To punctuate the matter, Alison Kuch added, "Disgusted by the lack of human compassion & empathy," as noted by Today.
Happiest Baby was founded by Dr. Harvey Karp, a pediatrician known for his baby-soothing techniques. His SNOO bassinet, employing gentle rocking and white noise to evoke the calming effects of the womb, has become a hit among new parents. Meanwhile, Brooklyn Larsen continues to honor her son's memory, sharing her experiences via social media. In a tribute to her son on Instagram, Larsen wrote, “I wake up every day, and for a few seconds, there’s a sense of bliss before it hits me — he’s gone. Rocky wasn’t just in my head. He was here; I birthed him, and now he’s gone. People’s worst nightmare is my everyday reality,” as obtained by Today.
