Maybe radical at the outset, but this new wearable breastfeeding technology resembles a woman’s breasts. The device has internal milk ducts simulating an infant’s experience of suckling their mother. A moment for many fathers musing how generously mothers lull their newborns to sleep through breastfeeding and contact.
Art Director Osamu Takahashi at Dentsu was inspired by his sister lulling her whining newborn to sleep with simple breastfeeding. He came up with a breastfeeding device for dads launched at the annual Southwest (SXSW) Festival Tradeshow in Austin, Texas, 2019.
A man wearing a Father’s Nursing Assistant to lull a child
Inspired by her sister, Osamu Takahashi wanted to design a wearable device for every father to experience nursing the newborn. Osamu Takahashi at Dentsu developed the device in consultation with pediatricians and babysitters, naming it Father’s Nursing Assistant. It eerily reminds of Robert De Niro in 2004’s Meet the Fockers.
Breastfeeding a child is no child’s game. There’s a lot of parental stress around feeding a child right as it is crucial to the child’s overall development.
As per a report by UNICEF, the act of breastfeeding is low in developed countries. However, in underdeveloped countries, mothers keen to nurse their newborns often cannot express enough breast milk to boost neonatal health. In this context, breastfeeding technology not only helps fathers but improves a mother’s experience of breastfeeding. For mothers who have to return to work in no time and mothers who can’t breastfeed either for lack of breast milk or other standing ailments, attitude, and experiences, the breastfeeding device market is poised to grow. Click to download the report by Phillips.
Critically, the premise in which Osamu Takahashi designed the feeding device is to enable fathers to participate in the nursing process to unburden mothers who can easily lull the newborn to sleep. It may also be why the breast pad is unnatural because more than the milk, the warmth of the breasts calms the newborn to comfort, which induces the rest necessary for a child’s growth. Here, MamaBreast Breastfeeding Simulator serves both and can be used by both men and women.
“The global breastfeeding supplies market size was valued at US$ 1,445.5 million in 2017 and is expected to exhibit a CAGR of 7.1% over the forecast period (2018 – 2026).” Coherent Market Insights. While the idea is undoubtedly laudable, companies coming up with breastfeeding devices labeling them “empowering” with a subjunctive intention to expand their commercial market must also consider joining the Global Breastfeeding Collective.
Led by UNICEF and WHO, the Global Breastfeeding Collective works with 20+ prominent international agencies. They invite donors, policymakers, and civil society to invest US$570 million a year for the next ten years to root for a more robust economy, which starts from healthy breastfeeding for reduced neonatal mortality and complications that involve huge costs on healthcare.
In conclusion, we are also hopeful that the market for breastfeeding technology will also drive campaigns that bring gay fathers to enjoy shared motherhood.