My name is Nicole Cassey, I’m a Mum, owner and founder of Bubbaroo.  I was inspired by the experience with my first born Jacob to create Australia’s first swaddle product.  I’m passionate about helping babies sleep so the whole family has peace of mind.  I design and create beautiful and safe baby sleepwear for every step of baby’s sleep journey.  Our ethos is very calm and nurturing with a soft gentle colour palette!

I met Caroline McMahon and Caroline Radford from Caroline’s Angels many years ago and their passion to improve babies sleep using a gentle approach allowing for baby’s unique individuality and preferences resonated with me.

We thought it would be helpful to provide a guide on how to use our products. All of our products have been designed by me with parents and grandparents in mind so they’re really simple and easy to use.

As a Mum myself safety is always at the forefront of my mind. We’re committed to communicating to parents and grandparents the SIDS safe sleeping recommendations to help reduce the risk of SIDS and Sudden Unexpected Deaths in Infancy (SUDI). It’s hard to refute that between 1989 and 2014, deaths from SIDS in Australia decreased by 80%. The decline is strongly linked to the public health campaign which promotes the importance of safe sleeping practices.

However SUDI has not decreased recently. SUDI include sudden unexpected deaths from medical problems (illnesses or conditions that a baby may have been born with) and injuries. The most common causes of SUDI are fatal sleep accidents. Fatal sleep accidents have not decreased in recent years.

You can follow the advice below to help prevent SUDI:

  • Place your child on their back to sleep. The safest place for them to sleep is in a cot in a room with you for the first 6 to 12 months.
  • Do not smoke while you’re pregnant or after your baby is born, and do not let anyone else smoke in the same room as your baby.
  • Red Nose (formerly SIDS and Kids) recommend sleeping a baby in a cot next to the parent’s bed for the first 6-12 months of life. If parents choose to share a sleeping surface with a baby some strategies will help reduce the risk of SIDS and fatal sleep accidents. Read more here Sharing a Sleep Surface With a Baby | Red Nose
  • Never sleep with your baby on a sofa or an armchair.
  • Do not let your baby overheat.
  • Keep your baby’s head uncovered.

Joey Pouch Swaddle Wrap

Our Joey Pouch is designed specifically for newborn babies from 3.1kg. You may have heard the term “4th trimester”. It means that your baby’s first 3 months of life can be seen as an extension of the 3rd trimester. It’s basically about letting your baby adjust to the outside world gently and calmly. Your baby spent 9 months in such a cocooned and nurtured state, that it makes sense to gradually ease them into life outside the womb.

Generations of parents have swaddled their babies to do just that – simulate the coziness and comfort the baby felt in the mother’s womb. Research has shown that swaddling babies assists better quality sleep in the first few months and helps babies remain on their backs when sleeping. Having said that, many babies are strong enough to escape loose swaddle blankets and then they wake themselves with their startle reflex.

Red Nose (formerly SIDS and Kids) Guide: Best Practices for Safe Swaddling

  • Ensure baby is positioned on their back with feet at the bottom of the cot. Never place a swaddled baby on their tummy.
  • Ensure baby is wrapped from below the neck to avoid covering the face.
  • Sleep baby with face uncovered without doonas, pillows, cot bumpers, lamb’s wool or soft toys in the sleeping environment.
  • Use only lightweight wraps such as cotton or muslin (bunny rugs and blankets aren’t safe alternatives as they may cause overheating).
  • The wrap shouldn’t be too tight and must allow for hip and chest wall movement
  • Make sure that bub isn’t over dressed under the wrap. Use only a nappy and singlet in warmer weather and add a lightweight onesie in cooler weather. For more information on What to WearClick here for the Joey Pouch Swaddle Wrap OR here for the Joey Pod Transitional Swaddle.
  • Provide a safe sleeping environment – safe cot, safe mattress, safe bedding and smoke free environment.
  • Baby must not be wrapped if sharing a sleep surface (including bed-sharing) with an adult.
  • When baby is able to roll from their back to their tummy and then onto their back again during supervised play (usually 4-6 months), the use of a wrap or swaddling product needs to be discontinued for settling and sleep. The child is now able to be placed to sleep in a safe sleeping bag.


Bubbaroo makes it so easy to swaddle your baby with the Joey Pouch Swaddle Wrap.

The Joey Pouch simulates the womb, so baby can freely move their arms and legs, yet still stay comfortably warm and covered all night. The Joey Pouch Swaddle Wrap is NOT a straight jacket though! There is only slight pressure around your baby’s body, but this is designed to be comforting, NOT to restrict or force arms or legs into a certain position. You can have peace of mind that our Joey Pouch Swaddle Wrap allows enough room so you baby can move – baby can even frog their legs, which is a key beneficial movement for healthy hip development. To use, simply follow the 3 simple steps below:


The Joey Pouch Swaddle Wrap allows your baby to sleep in their natural sleep position; that is, with their arms up. This position encourages baby to self-soothe and settle back to sleep. We suggest swaddling baby with their arms up so they can self soothe and this way they don’t pull the fabric up. The Joey Pouch has a v-neck design so it’s not too restrictive around baby’s neck.

The Joey Pouch can also prevent the baby’s startle reflex, keep them from scratching their face and generally, make sleep time a whole lot easier. Our Joey Pouch is made from a beautiful light-weight 100% knitted cotton waffle fabric which has natural give and can be used all year round.

New parents often ask us how to dress their baby. All Bubbaroo products come with a “What to wear guide”. The Joey Pouch comes with a door hanging temperature guide as seen below, which shows how to dress your baby depending on the temperature of baby’s room. This makes it easy to select the most suitable clothing to put under each of our products based on the temperature of your baby’s room. Always check your baby’s temperature by placing your hand on their chest and checking that they’re not too hot or too cold.


The Joey Pouch features a bottom opening zip so that you can easily change baby without having to unwrap them – great for those middle of the night feeds where you don’t want to disturb your baby too much!  Below is my daughter Emily.  I would feed Emily during the night in her Joey Pouch, change her nappy and then settle her back to sleep in her Joey Pouch.

Once your baby starts to roll, they should no longer be swaddled and it’s time to transition them using the Joey Pod Transitional Swaddle Bag.

Joey Pod Transitional Swaddle Bag

Our Joey Pod Transitional Swaddle Bag can be used anytime from 2 months to 12 months of age. The Joey Pod can be used in 3 ways – as a swaddle, one arm in one arm out whilst transitioning or as a baby sleeping bag.

When baby’s both arms are in, it’s the same concept as our Joey Pouch but when both baby’s arms are out, it’s the same concept as our Joey Swag baby sleeping bag. You can use the invisible zips to gradually transition your baby from swaddle to sleeping bag starting with one arm out and then both arms out when baby is ready. If your baby sleeps well with their arms out rather than swaddled, you could transition straight to one of our Joey Swag Baby Sleeping bags.

The Joey Pod also has a convenient travel system to accommodate a harness of a car seat or pram just like our Joey Swag baby sleeping bags. The Joey Pod also features a bottom opening zip to allow easy access for nappy checks and changes. The same 100% knitted cotton waffle is used on the Joey Pod as the Joey Pouch which also makes for easier transition.

Like all Bubbaroo sleeping products, the Bubbaroo Joey Pod comes with a What to Wear Guide so you know exactly how to dress your baby.



Joey Swag Baby Sleeping Bag

Our Joey Swag Baby Sleeping Bags are like a wearable blanket and give baby a comfortable night’s sleep whatever the temperature of baby’s room. We have a TOG/Warmth rating to suit all seasons. You and your baby can rest comfortably knowing that baby will stay covered all night long and can’t kick off the covers or pull anything over their face.

Red Nose (formerly SIDSandKids) define a safe baby sleeping bag such as a Joey Swag as a sleeping bag constructed in such a way that the baby cannot slip inside the bag and become completely covered. A safe baby sleeping bag such as a Joey Swag has a fitted neck and armholes and no hood and is the correct size for baby. Research has shown that the benefits of using a safe baby sleeping bag include:

  • they reduce the risk of bedclothes covering baby’s face
  • they delay baby rolling onto the tummy during sleep until baby’s past the age of peak risk of SUDI
  • they promote back sleeping as the zipper opens to the front
  • they will keep baby’s temperature at a more constant level while sleeping


A Joey Swag baby sleeping bag is so simple to use simply place baby in the Joey Swag join the zipper and zip down. All Joey Swags have a travel system using 2-way zippers so that the Joey Swag can be used when out and about in the pram or car seat.









The standard range is our original collection of Joey Swag baby sleeping bags and has been used by tens of thousands of babies and is a high quality product made from 100% cotton with our 2.5TOG and 3.5TOG padded with high grade polyester. Our Standard Joey Swags are available in 4 sizes, 4 TOG/Warmth ratings and 6 colour-ways.

Our Platinum Range is our latest collection and takes the Joey Swag baby sleeping bag to a whole new level featuring Organic 500 thread count cotton, Australian Wool padding and a beautiful platinum gift box to store precious keepsakes.

The Platinum Range Joey Swag baby sleeping bags are available in 3 TOG/warmth ratings – 0.5TOG, 1.5TOG (padded with Australian Wool) and 2.5TOG (padded with Australian Wool).  There are also 4 sizes and 4 subtle colour ways to choose from: Pink Dot, Teal Dot, Mocha Dot and White with Platinum Binding – all in a very Scandi influenced design style that I love! It’s easy to find the right Joey Swag baby sleeping bag for your baby’s needs.

The TOG/Warmth rating is a unit of thermal resistance used to measure the warmth levels of a product and is widely used in the UK to explain warmth levels of duvets, doonas or quilts. Joey Swag Baby Sleeping Bags are TOG tested to conform to British Standard BS 8510:2009. If the temperature is warm, a lower TOG Joey Swag baby sleeping bag is required. It’s important to note thermal resistance measures the air trapped inside a product and that you can’t necessarily determine the TOG rating by feeling the thickness or weight of the product. The relative features of our Platinum and Standard ranges are detailed below:


Platinum Range – Temperature Guide

Standard Range – Temperature Guide

Size Guide:

The size 0-6 months Joey Swag Baby Sleeping Bag can be used for a full-term, 8lb 8oz (4kg) baby from birth. However, if your baby weighs less than 8lb 8oz (4kg) at birth, we recommend you wait a short time, until your baby grows. For the first few weeks and for babies under 8lb 8oz (4kg), we recommend the Joey Pouch Swaddling Bag as a safe and easy alternative for your baby. Our 0-6 month size Joey Swag includes under-arm press studs (YKK brand) to reduce the size of the armholes.

Our latest Platinum range of Joey Swag baby sleeping bags are made from organic 500 thread count cotton sateen with Australian wool padding. All of these natural materials help baby to regulate their temperature and promote better sleep. Wool is a natural insulator – the “crimp” of the wool enables air to become trapped in the fibers and therefore serves to keep warmth in during winter and out in the summer. Wool’s unique advantage is its breathability, it has the ability to absorb and release moisture from the surrounding air, without compromising its thermal efficiency.

Bubbaroo as part of your routine

Your baby’s Bubbaroo sleepwear can become a key part of your baby’s bed time routine whether for naps during the day or night-time. We recommend to start your baby’s night time routine with a warm bath, then pop baby in their Joey Swag baby sleeping bag or Joey Pouch or Joey Pod swaddle, then quiet time and the perfect opportunity to read a book and put baby to bed. It’s like a “countdown” for your baby so they know what to expect after each step. It also means that your baby will learn the routine regardless of whether Mum, Dad, grandparents or a nanny/babysitter put them to bed. Even for daytime naps you can follow the routine (minus the bath), so that baby can recognise that it’s time to wind down and get ready for a nap. Even if your baby is very little, you can start to incorporate a routine or steps that will set up their sleep routine as they grow older.

At Bubbaroo, we’ve got you covered for all your baby’s sleep stages. We have worked closely with Caroline’s Angels for many years and share the philosophy of helping babies and parents to get the safest and healthiest sleep possible.

For further information go to or call us on 1300 282 766.

Best wishes on your sleep journey with your little one.

Nicole Cassey