The successfully patented concept in 2005 by the inventor Julie Dix, was inspired by her children's affection and attachment to smooth, satiny looped tags. The key attributes that the collections’ products feature are tags in a variety of colours, patterns, and textures (wide, thin, silky, textured, bright-coloured, pastel, shiny, solid) that function as a means for providing sensory stimulation for children via either their passive (ocular) or active (tactile) interaction with the item. The comfort blankets are the staple baby products of the range featuring two pieces of fabric design sewn together with a vast number of tags adorning the sides of the item; serving as both a comforter and development product.

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