Early Years charity Kindred Squared partners with Sainsbury’s to put parenting advice on nappies

Kindred², the early years charity, has launched a new collaboration with Sainsbury’s, one of the UK’s leading supermarkets, to put parenting tips on nappy packaging. 

Website details on packs of nappies links to a dedicated Kindred² web page with top tips and suggestions for parents including:  

• Your baby loves looking at your face and making eye contact with you. Nappy changing is the perfect time to create a calm moment with your newborn or young child, helping them to feel safe and secure.
• Why not sing a nursery rhyme or play a game while changing your baby? It’ll give you both something to enjoy and help entertain and soothe them when they try to explore off the mat.
• Nursery rhymes introduce babies and children to the sounds and rhythms of storytelling, promoting social skills and boosting language development.
• As well as being easy-to-learn and simple, nursery rhymes and activities play a vital role in the cognitive development of a child’s early years. They also lay the foundation for learning to read and spell.

Felicity Gillespie, Director, Kindred² said: “Nappy changing is a perfect time for children and babies to learn from facial expressions, words and songs. We know many parents and carers make the most of that face-to-face time when changing nappies and so we’re delighted that Sainsbury’s is helping to raise awareness of the importance of early years development with this brilliant joint initiative.”

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Blog: Sainsbury’s partners with Kindred Squared charity with parenting advice on Little Ones nappies