A personalized sleep training service and platform for parents and their newborns.



Build parental confidence through sleep.


Sleep deprivation is a significant pain point for new parents. However, solutions are hard to come by, especially when conservative Japanese parents look down on the concept of sleep training. This prevents new parents (more often women) from achieving fullness of life due to lack of restful sleep.The challenge for Lullaby is to create a scalable, but customizable experience that works for the dynamic lifestyle of new parents.


Lullaby aims to create and communicate a new culture of “sleep training” to parents in the Japanese market. Lullaby is looking to show how sleep training is healthy and beneficial for both babies and parents. The opportunity for Lullaby is to be a first-to-market mover on sleep training in Japan.


Yukari Tago 
Wellness Business Unit


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