Moba is thrilled to announce its first ever charity partnership with The Lullaby Trust, the UK’s leading charity for the research and prevention of Sudden Infant Death Syndrome (SIDS)*.

As part of the partnership, Moba has committed to raising £10,000 for the charity over the next 12 months through the sale of the Moba Moses Baskets and accessories.

The funds will help The Lullaby Trust to raise awareness of SIDS, support bereaved families and promote the safer sleep techniques that help to save babies’ lives.

The partnership is not the first time Moba has supported The Lullaby Trust. In 2016, the brand promoted The Lullaby Trust’s annual awareness campaign Safer Sleep Week through social media and a sales promotion on its website.

Olivia Askaroff, Creative Director at Moba, said: “We are thrilled to be in partnership with The Lullaby Trust to raise awareness of safer sleep practises and to contribute to such a fantastic cause. The Lullaby Trust is a charity close to our heart - after all, the Moba moses basket was born from our desire to give parents the safest possible choice for their little one.”

Francine Bates, chief executive of The Lullaby Trust adds: “We are absolutely delighted to be working with Moba, an innovative and family run business.  Their generous donation will help us to provide new parents with crucial advice on how to keep their babies safe during sleep, as well as contribute funds towards our specialist bereavement support service.”

In recent years, the rate of Sudden Infant Death has plateaued and in 2013 the rate in England and Wales increased for the first time in eight years to 0.36 deaths per 1,000 live births. The Lullaby Trust is committed to halving the rate of SIDS cases by 2020.The charity hopes to achieve this ambitious target through awareness raising and partnerships such as the one with Moba.

*The Lullaby Trust is a charity registered in England and Wales with the charity number 262191