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Parentology: Aden & Anais blankets and other proof
of the power of the new-mom network

February 2, 2010 |  9:12 am
Aden_and_anais_blankets

How does something as simple as a baby blanket become a must-have for new moms? For my latest Parentology column I put that question to Raegan Moya-Jones, who has seen sales of her Aden & Anais muslin blankets (pictured left) grow 170% in the last year.

The answer is not advertising, or celebrity endorsement (although it didn't hurt when Adam Sandler's baby was photographed with Aden & Anais blanket in hand), but the new-mom network.

Moya-Jones said her company gave away scores of free blankets to friends and friends of friends. "One person tells 10 other people who tell 10 other people," she said. "That's how we've grown."

New and expecting parents rely almost entirely on their peers when it comes to deciding what to buy for their child. They search mom blogs for product reviews, read comments on online shopping sites, turn to message boards for help, and ask friends with kids to e-mail them lists of what to buy.

Read one new mom's baby-shopping list, which includes a ringing endorsement of Aden & Anais, or read my full story on Aden & Anais and the new-mom network  here.

-- Deborah Netburn

Photo credit: Courtesy of Aden & Anais

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