{"title":"GIFTS UNDER £30","description":"\u003cp\u003e\u003cmeta charset=\"UTF-8\"\u003eOrganic, science driven, and under £30. The kind of gift that gets used every single day.\u003c\/p\u003e","products":[{"product_id":"3-sensory-muslin-squares-animal-print","title":"ANIMAL PRINT MUSLIN 3-PACK - birth to 4 months","description":"\u003cp\u003eMost muslins are just fabric, these are so much more.\u003c\/p\u003e\n\n\u003cp\u003eThese three everyday-sized sensory muslins (60x60cm) feature \u003cstrong\u003eZebra\u003c\/strong\u003e, \u003cstrong\u003eStarfish\u003c\/strong\u003e and \u003cstrong\u003eDalmatian\u003c\/strong\u003e patterns developed with our Orthoptist to evolve with your baby's vision from birth to 4 months, continuously challenging babies' developing sight during the period when learning happens fastest.\u003c\/p\u003e\n\n\u003cp\u003eThe original Etta Loves muslin. When Jen (the founder) launched the animal print in 2016, it was the world's first sensory muslin, designed not just to be useful, but to support what babies can actually see.\u003c\/p\u003e\n\n\u003cp\u003eThe perfect over-the-shoulder, grab-and-go size. Soft, practical, organic cotton.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eDesigned with infant vision experts to support developing sight\u003c\/li\u003e\n  \u003cli\u003eEveryday 60x60cm size, perfect for feeds, burping and play\u003c\/li\u003e\n  \u003cli\u003ePack of 3: Zebra, Starfish and Dalmatian patterns for birth to 4 months\u003c\/li\u003e\n  \u003cli\u003e100% GOTS certified organic cotton\u003c\/li\u003e\n  \u003cli\u003eGets softer with every wash\u003c\/li\u003e\n  \u003cli\u003e4.97 average rating from customer reviews\u003c\/li\u003e\n  \u003cli\u003eNot sure which size? See our \u003ca href=\"https:\/\/www.ettaloves.com\/blogs\/news\/which-size-muslin-do-you-need?\" title=\"what size muslin do you need?\"\u003emuslin size guide →\u003c\/a\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":30116488516,"sku":"ELAN001","price":26.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/products\/animal-print-muslin-3-pack-for-newborn-to-4-month-old-babies-4449473.png?v=1763727663"},{"product_id":"plants-3-sensory-muslin-squares-ideal-for-0-4-month-old-babies","title":"PLANT PRINT 3-PACK MUSLINS - birth to 4 months","description":"\u003cp\u003eMost muslins are just fabric, these aren't.\u003c\/p\u003e\n\n\u003cp\u003eThese three everyday-sized sensory muslins (60x60cm) feature Fern, Dandelion and Tree Ring patterns developed with our Orthoptist to evolve with your baby's vision from birth to 4 months, continuously challenging developing sight during the period when learning happens fastest.\u003c\/p\u003e\n\n\u003cp\u003eThe perfect over-the-shoulder, grab-and-go size. Soft, practical, organic cotton.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eDesigned with infant vision experts to support developing sight\u003c\/li\u003e\n  \u003cli\u003eEveryday 60x60cm size, perfect for feeds, burping and play\u003c\/li\u003e\n  \u003cli\u003ePack of 3: Fern, Dandelion and Tree Rings for birth to 4 months\u003c\/li\u003e\n  \u003cli\u003e100% GOTS certified organic cotton\u003c\/li\u003e\n  \u003cli\u003eGets softer with every wash\u003c\/li\u003e\n  \u003cli\u003e4.91 average rating from verified reviews\u003c\/li\u003e\n  \u003cli\u003eNot sure which size? See our \u003ca href=\"https:\/\/www.ettaloves.com\/blogs\/news\/which-size-muslin-do-you-need?\" title=\"what size muslin do you need?\"\u003emuslin size guide →\u003c\/a\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWinner, Best New Baby Gift, Positive Birth Company Awards.\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":4223536136220,"sku":"ELPL001","price":26.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/files\/plant-print-3-pack-muslins-for-newborn-to-4-month-old-babies-3669075.png?v=1763727671"},{"product_id":"plants-extra-large-dandelion-print-sensory-muslin-square-ideal-for-0-4-months-old-babies","title":"XL DANDELION MUSLIN - birth to 4 months","description":"\u003cp\u003eSoft, sensory \u0026amp; endlessly useful, this XL organic cotton muslin is the one that always earns its place in your bag. Big enough for swaddling, shading, feeding or comforting on the go, it brings ease and calm to every part of your day.\u003c\/p\u003e\n\u003cp\u003eThe Dandelion print has been expertly crafted with input from our Orthoptist to evolve with your baby's vision between birth and around four months. Babies are first drawn to the bold bullseye shapes at the centre of each seed head, then as their sight develops, they begin to spot the subtle differences between the dandelions - keeping their focus and curiosity growing.\u003c\/p\u003e\n\u003cp\u003eParent hack: use it print-side down as a sensory feeding cover to help your baby stay focused while you enjoy a peaceful moment too.\u003c\/p\u003e\n\u003cp\u003eBeautiful science, woven into everyday practicality - and until you try an XL muslin, you won't realise just how much you'll use it.\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003e120cm x 120cm for everyday versatility \u003c\/span\u003e\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":4224322273308,"sku":"ELPL002","price":19.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/products\/xl-dandelion-muslin-for-newborn-to-4-months-old-babies-9019958.png?v=1763727663"},{"product_id":"animals-sensory-strip-reversible-0-to-4-months-and-5-months","title":"ANIMAL PRINT SENSORY STRIP - reversible - birth to 12 months","description":"\u003cp\u003eTwo patterns, one year of visual support. Dalmatian on one side for birth to 4 months, Leopard on the other for 5 months onwards.\u003c\/p\u003e\n\n\u003cp\u003eThe sensory strip that transforms the tricky moments. Attach to the pram for calm focused journeys, stand up during tummy time to encourage head lifting, or wrap around the changing mat to make nappy changes that little bit less squirmy.\u003c\/p\u003e\n\n\u003cp\u003ePrecisely designed to provide just the right visual challenge as your baby's sight develops week by week. Not too much, not too little. Just right.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eReversible: two developmental stages in one strip\u003c\/li\u003e\n  \u003cli\u003eBirth to 12 months\u003c\/li\u003e\n  \u003cli\u003eLightweight, padded and machine washable\u003c\/li\u003e\n  \u003cli\u003eDesigned with infant vision experts\u003c\/li\u003e\n  \u003cli\u003e\u003ca href=\"https:\/\/www.ettaloves.com\/collections\/sensory-strip\" title=\"etta loves sensory strips for tummy time and on the go\"\u003eSee all sensory strips here →\u003c\/a\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eAs seen in \u003cem\u003eVOGUE\u003c\/em\u003e 'Newborn Essentials'.\u003c\/p\u003e\n\n\u003cp\u003eThe Lullaby Trust recommends a clear cot for baby's first year to reduce the risk of SIDS. Please do not use this product as a cot bumper.\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":31667309740121,"sku":"ELAN005","price":22.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/files\/animal-print-sensory-strip-reversible-newborn-to-4-months-and-5-months-4313459.jpg?v=1771857220"},{"product_id":"keith-haring-sensory-strip-reversible-newborn-to-4-months-and-5-months","title":"ETTA LOVES x KEITH HARING SENSORY STRIP - reversible - birth to 12 months","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003e\u003c\/span\u003eOur sensory strip provides perfect stimulation for in the pram and tummy time, featuring Keith Haring's striking 'Baby' (newborn-4 month print) and 'Brazil\" artwork (5+ months) in soft organic cotton with a comfy padded fill.\u003c\/p\u003e\n\u003cp class=\"p1\"\u003eSimply attach securely around the pram bassinet for calm developmental journeys, stand it up in front of baby for happy tummy time or you can even place it around the changing mat for less squirmy nappy changes.  \u003c\/p\u003e\n\u003cp\u003eBrowse the full Etta Loves x Keith Haring collaboration \u003ca title=\"etta loves keith haring baby sensory collection\" href=\"https:\/\/www.ettaloves.com\/collections\/etta-loves-x-keith-haring\"\u003ehere\u003c\/a\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"UTF-8\"\u003e\u003cspan\u003eThe\u003c\/span\u003e\u003cspan\u003e Lullaby Trust recommend a \u003c\/span\u003e\u003ca href=\"https:\/\/www.lullabytrust.org.uk\/safer-sleep-advice\/clear-cot\/\" title=\"Lullaby Trust Clear Cot\" data-mce-href=\"https:\/\/www.lullabytrust.org.uk\/safer-sleep-advice\/clear-cot\/\" target=\"_blank\"\u003eclear cot\u003cspan\u003e \u003c\/span\u003e\u003c\/a\u003e\u003cspan\u003efor baby's first year to reduce the risk of SIDS. \u003c\/span\u003e\u003cspan\u003ePlease do not use this product as a cot bumper.\u003c\/span\u003e\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":39253157380295,"sku":"ELHA007","price":11.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/products\/etta-loves-x-keith-haring-sensory-strip-reversible-newborn-to-4-months-5-months-8442013.jpg?v=1763727653"},{"product_id":"etta-loves-x-keith-haring-baby-muslin-for-newborn-to-4-months-old-babies","title":"ETTA LOVES x KEITH HARING 'BABY' MUSLIN - birth to 4 months","description":"\u003cp\u003eXL supersoft sensory muslin square in Keith Haring's iconic 'Baby' print. High contrast black and white, rescaled to the millimetre to support babies' cognitive and visual development between birth and around four months.\u003c\/p\u003e\n\u003cp\u003ePerfect for cuddles, spillages, for using as a lightweight blanket, breastfeeding cover or to put over a playmat to encourage tummy time. You can even wind it up in a car window for shade and stimulation for calmer car journeys.\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003e120cm x 120cm for everyday versatility \u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eBrowse the full Etta Loves x Keith Haring collaboration \u003ca title=\"etta loves keith haring baby sensory collection\" href=\"https:\/\/www.ettaloves.com\/collections\/etta-loves-x-keith-haring\"\u003ehere\u003c\/a\u003e\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":39253157970119,"sku":"ELHA001","price":9.5,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/products\/etta-loves-x-keith-haring-baby-muslin-for-newborn-to-4-months-old-babies-3134721.png?v=1763727654"},{"product_id":"etta-loves-x-keith-haring-2-pack-muslin-squares-for-0-to-4-months-5-month-old-babies","title":"ETTA LOVES x KEITH HARING 2-PACK MUSLIN SQUARES - birth to 12 months","description":"\u003cp\u003eTwo pack of supersoft sensory muslin squares, one of each of Keith Haring's iconic 'Baby' print and colourful 'Brazil' print. Expertly rescaled and recoloured to support babies' cognitive and visual development between birth and around 1 year old.\u003c\/p\u003e\n\u003cp\u003ePerfect for feeding, for cuddles, spillages, for using as a lightweight blanket, breastfeeding cover or to put over a playmat to encourage tummy time. You can even wind them up in a car window for shade and stimulation for calmer car journeys.\u003c\/p\u003e\n\u003cp\u003eBrowse the full Etta Loves x Keith Haring collaboration \u003ca href=\"https:\/\/www.ettaloves.com\/collections\/etta-loves-x-keith-haring\" title=\"etta loves keith haring baby sensory collection\"\u003ehere\u003c\/a\u003e\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":39253206728903,"sku":"ELHA010","price":11.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/products\/etta-loves-x-keith-haring-2-pack-muslin-squares-for-0-to-4-months-5-month-old-babies-6356867.png?v=1763727658"},{"product_id":"xl-fern-muslin-for-newborn-to-4-months-old-babies","title":"XL FERN MUSLIN - birth to 4 months","description":"\u003cp\u003eSoft, sensory \u0026amp; endlessly useful, this XL organic cotton muslin is the one that always earns its place in your bag. Big enough for swaddling, shading, feeding or comforting on the go, it brings ease and calm to every part of your day.\u003c\/p\u003e\n\u003cp\u003eThe Fern print has been expertly crafted with input from our Orthoptist to evolve with your baby's vision between birth and around four months. Its gentle, self-repeating shapes - known as fractals - mirror those found in nature and are proven to have a calming effect on the brain. By stimulating the same alpha waves linked to relaxation, the pattern helps settle both baby and parent, encouraging a sense of quiet focus and ease. Oh and handily they look gorgeous too.\u003c\/p\u003e\n\u003cp\u003eParent hack: use it print-side down as a sensory feeding cover to help your baby stay calm and connected while you enjoy a peaceful moment too.\u003c\/p\u003e\n\u003cp\u003eBeautiful science, woven into everyday practicality - and until you try an XL muslin, you won't realise just how much you'll use it.\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003e120cm x 120cm for everyday versatility \u003c\/span\u003e\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":40874621698247,"sku":"ELPL006","price":19.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/products\/xl-fern-muslin-for-newborn-to-4-months-old-babies-2455190.png?v=1763727657"},{"product_id":"plants-sensory-strip-reversible-newborn-to-4-months-and-5-months","title":"PLANT PRINT SENSORY STRIP - reversible - birth to 12 months","description":"\u003cp\u003eTwo patterns, one year of visual support. Fern on one side for birth to 4 months, Sycamore on the other for 5 months onwards.\u003c\/p\u003e\n\n\u003cp\u003eThe sensory strip that transforms the tricky moments. Attach to the pram for calm focused journeys, stand up during tummy time to encourage head lifting, or wrap around the changing mat to make nappy changes that little bit less squirmy.\u003c\/p\u003e\n\n\u003cp\u003ePrecisely designed to provide just the right visual challenge as your baby's sight develops week by week. Not too much, not too little. Just right.\u003c\/p\u003e\n\n\u003cp\u003eWinner Made for Mums Silver Award, 'Game Changer Parenting Product'.\u003c\/p\u003e\n\n\u003cul\u003e\n  \u003cli\u003eReversible: two developmental stages in one strip\u003c\/li\u003e\n  \u003cli\u003eBirth to 12 months\u003c\/li\u003e\n  \u003cli\u003eLightweight, padded and machine washable\u003c\/li\u003e\n  \u003cli\u003eDesigned with infant vision experts\u003c\/li\u003e\n  \u003cli\u003e\u003ca href=\"https:\/\/www.ettaloves.com\/collections\/sensory-strip\" title=\"etta loves sensory strips for tummy time and on the go\"\u003eSee all sensory strips here →\u003c\/a\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003ePlease note: The Lullaby Trust recommends a clear cot for baby's first year. Do not use as a cot bumper.\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":40883505299655,"sku":"ELPL013","price":22.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/products\/plant-print-sensory-strip-reversible-newborn-to-4-months-and-5-months-5750644.jpg?v=1771857287"},{"product_id":"sensory-hanging-squares-for-babies-first-year","title":"SENSORY HANGING SQUARES  - birth to 12 months","description":"\u003cp\u003eThese clever squares hold babies' focus and keep them calm, whilst also helping them learn to see.\u003c\/p\u003e\n\u003cp\u003eOur set of three reversible sensory hanging squares give babies something genuinely worth looking at wherever they are - pram, car seat or play gym. Each square has a different pattern on each side, so as babies' vision develops over their first year, there's always something new to engage with. A mirror, crinkle and rattle add sound and reflection into the mix.\u003c\/p\u003e\n\u003cp\u003eAttach to your pram, car seat or play gym to keep little eyes engaged and learning wherever you are.\u003c\/p\u003e\n\u003cp\u003eEach set includes: 1 x Fern (front) + Sycamore (reverse) with gentle rattle | 1 x Chequers (front) + Illusion (reverse) with crinkle | 1 x Dalmatian (front) + Mirror (reverse) for reflection and fascination\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eDesigned by visual experts\u003c\/li\u003e\n\u003cli\u003eReversible - 5 patterns + 1 mirror in the set, evolving as your baby grows\u003c\/li\u003e\n\u003cli\u003eAdjustable velcro loops attach securely to pram, car seat or play gym\u003c\/li\u003e\n\u003cli\u003eMirror, crinkle and rattle for multi-sensory engagement\u003c\/li\u003e\n\u003cli\u003eWinner GOLD Project Baby Awards for 'Best Newborn Toys'\u003c\/li\u003e\n\u003cli\u003e★★★★★ 4.9 av rating\u003cbr\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003ca title=\"etta loves on the go travel collection\" href=\"https:\/\/www.ettaloves.com\/collections\/travel\"\u003eDiscover more of our On-The-Go collection here →\u003c\/a\u003e\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":43561775333630,"sku":"ELTO001","price":22.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/files\/sensory-hanging-squares-birth-to-12-months-4071772.jpg?v=1784204771"},{"product_id":"sensory-grasp-ball-suitable-from-birth","title":"SENSORY GRASP BALL - suitable from birth","description":"\u003cp\u003eThe toy that babies can actually see and won't want to stop looking at. The Grasp Ball features our Dalmatian pattern, precisely designed to capture focus and support developing vision from birth.\u003c\/p\u003e\n\u003cp\u003eAs your baby grows, it grows with them. From early visual fascination to kicking, grasping, throwing and chasing, it builds strength, coordination and confidence every step of the way.\u003c\/p\u003e\n\u003cp\u003eThe segmented shape is easy for tiny hands to hold, while a central bell introduces cause and effect - 'when I move, something happens'. Attach it to the pram, car seat or play gym and let the discovery begin.\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eDalmatian pattern designed using the science of infant vision, from birth\u003c\/li\u003e\n\u003cli\u003eSegmented shape, easy for tiny hands to hold and explore\u003c\/li\u003e\n\u003cli\u003eGentle bell introduces cause and effect learning\u003c\/li\u003e\n\u003cli\u003eLoop attachment for pram, car seat or play gym\u003c\/li\u003e\n\u003cli\u003e13cm diameter, the perfect size for little hands\u003c\/li\u003e\n\u003cli\u003e100% GOTS certified organic cotton\u003c\/li\u003e\n\u003cli\u003e★★★★★ 4.8 av rating\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eGOLD winner of Project Baby Awards 2026 for '\u003ca href=\"https:\/\/www.project-baby.co.uk\/project-baby-awards-2026-2\/\" title=\"Project baby awards winners\"\u003eBest Newborn Toy\u003c\/a\u003e'\u003c\/p\u003e\n\u003cp\u003e\u003ca title=\"playing\" href=\"https:\/\/www.ettaloves.com\/collections\/playing\"\u003eDiscover our Play collection here →\u003c\/a\u003e\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":44106285187326,"sku":"ELTO002","price":26.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/files\/new_shopify_images_walala_plus.jpg?v=1784136294"},{"product_id":"sensory-flashcards-with-positive-affirmations-suitable-from-birth","title":"SENSORY FLASHCARDS WITH POSITIVE AFFIRMATIONS - suitable from birth","description":"\u003cp\u003eOur sensory flashcards are an easy and portable way to bring sensory play into your day - and with affirmations on the back, you'll be reminding yourself what an amazing job you're doing too.\u003c\/p\u003e\n\u003cp\u003ePack contains 12 unique scientifically designed sensory flashcards with affirmations, plus 1 card with usage ideas and infant vision facts.\u003c\/p\u003e\n\u003cp\u003eFeatures rounded corners, to protect little eyes, and baby safe inks, to protect little tummies.\u003c\/p\u003e","brand":"Etta Loves","offers":[{"title":"Default Title","offer_id":44508678586622,"sku":"ELFC001","price":16.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1511\/4746\/files\/sensory-flashcards-with-positive-affirmations-designed-for-use-from-birth-8983580.png?v=1763727642"},{"product_id":"colour-changing-bath-book-suitable-from-birth","title":"COLOUR CHANGING BATH BOOK - Suitable from birth","description":"\u003cp\u003eBring an extra dose of magic to bath time, or play time, with our new Colour Changing Bath Book, part of our collaboration with artist Camille Walala.\u003c\/p\u003e\n\u003cp\u003eWatch the colours magically appear when exposed to water. 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