Splendid Baby: Auntie Phoebe's here for you. And so is the whole family.

Jenna tells me that Splendid Baby's particular brand of sophisticated, muted design, mixed with sassy, tongue-in-cheek marketing, is already known in the States. Not the case here in the UK, I can assure you. In fact, it was quite a pleasure stumbling across this witty site with its range of lovely products.

Each of them is named after a family member - there's Sassy Sam the nappy bag, for example, who "doesn’t mind being tucked away as a hidden treasure, but does prefer to be swinging off of a pram handle or shoulder." Then there's Auntie Phoebe, above, who "is known to have had quite a colourful past - perhaps she will share her secrets with you too. Sometimes Auntie Phoebe is happy to play with the kids acting as roof to their den or a magical flying carpet but other days she just likes to lie on the bed and take stock."

The overall feeling is that there's a benign, extended family, all looking out for the best interests of you and your child - quite the neat marketing angle, especially in these days of the nuclear family.