--- description: Find out why Happiest Baby was selected for the list title: TIME100 Most Influential Companies 2023: Happiest Baby image: https://static.time.com/v3/assets/bltea6093859af6183b/blt0163435f544eb258/698a3dd422fb856ea8e2ec46/time100-companies-Happiest-Baby-2023.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 --- Jun 21, 2023 # Happiest Baby Sleeping soundly by [Charlotte Alter](/author/charlotte-alter/) ## Charlotte Alter Update your preferences in [Account Settings](/account/preferences/) Close Senior Correspondent  Happiest Baby's SNOO bassinet, which helps babies sleep on their backs. Happiest Baby's SNOO bassinet, which helps babies sleep on their backs.Courtesy of Happiest Baby In March, the FDA granted approval to Happiest Baby’s Snoo bassinet, making it the first medical device ever approved to be marketed for infant sleep safety. Dr. Harvey Karp, a pediatrician and author of [The Happiest Baby on the Block](https://www.happiestbaby.com/products/baby-streaming-video-english "undefined"), created the [Snoo](https://www.happiestbaby.com/products/preloved-snoo "undefined") in 2016 in order to reduce sudden infant death syndrome ([SIDS](https://time.com/4323042/swaddling-sids-sudden-infant-death/ "undefined")), which kills thousands of infants a year. The “smart sleeper” bassinet keeps babies on their backs—the only sleeping position proven to reduce SIDS risk—and helps them sleep better with automated rocking and shushing. The Snoo costs almost $1,700, but the company recently made it more accessible with rentals for about $5 a day. The FDA approval also means it may soon be eligible for insurance coverage, the way breast pumps are. _A weekly newsletter featuring conversations with the world’s top CEOs, managers, and founders._ [_Join the Leadership Brief_](https://cloud.newsletters.time.com/signup?nln=leadership&source=100companies "undefined"). ```json [{"@context":"https://schema.org","@type":"Article","@id":"https://time.com/collections/time100-companies-2023/6285216/happiest-baby/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/collections/time100-companies-2023/6285216/happiest-baby/"},"headline":"TIME100 Most Influential Companies 2023: Happiest Baby","datePublished":"2023-06-21T10:55:40.000Z","dateModified":"2026-03-03T00:16:12.663Z","description":"","url":"https://time.com/collections/time100-companies-2023/6285216/happiest-baby/","keywords":["TIME100 Companies"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt0163435f544eb258/698a3dd422fb856ea8e2ec46/time100-companies-Happiest-Baby-2023.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Charlotte Alter","jobTitle":"Senior Correspondent","url":"https://time.com/author/charlotte-alter/"}],"creator":"Charlotte Alter","articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt0163435f544eb258/698a3dd422fb856ea8e2ec46/time100-companies-Happiest-Baby-2023.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/collections/time100-companies-2023/6285216/happiest-baby/","name":"TIME100 Most Influential Companies 2023: Happiest Baby"}}]}] ```