Owlet Monitors Walmart Baby Days

Walmart shined a spotlight on Owlet Baby Care's "Dream Duo" smart baby-monitor system during the retailer's February “Baby Days” sale. Launched in January, the Owlet Dream Duo system uses a high-definition video camera, a mobile application and a wearable, Bluetooth-powered "Dream Sock" to help monitor an infant and track sleep quality indicators, such as heart rate, movement and room temperature. The Owlet Dream Duo and the stand-alone Dream Sock was first available through OwletCare.com, Buybuy Baby and Walmart before rolling out to additional retailers, such as Target, in late January. During Walmart's Baby Days event, the system enjoyed secondary merchandising space on a dedicated endcap display employing a “sleep more, worry less” message. The Baby Days sale offered discounts of up to 50% off on more than 1,000 SKUs from brands including Diono’s Radian, DaVinci’s Autumn and Bananafish Studio. Walmart staged a Feb. 22 shoppable livestream hosted by Kurt Workman, Owlet's chief executive officer, as part of its month-long event. TalkShopLive, Los Angeles, powered the livestream. Walmart promoted the event with a Feb. 16 Twitter that was reposted by the brand. Last November, Owlet had also received dedicated endcap space at Walmart for monitors and Smart Socks that tracked a baby's vital signs, notifying users when heart rate and oxygen levels departed from preset values. Sales of the socks were halted later that month after Owlet received a warning letter from the U.S. Food and Drug Administration stating that the brand did not have proper authorization to sell medical devices. Since launching earlier this year, the Owlet Dream Duo system now promises to serve up measurements based on sleep quality indicators (average oxygen level).

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