Happiest Baby Faces Backlash

In a deeply moving story, the baby brand Happiest Baby has publicly apologized after facing intense backlash for offering to retrieve a bassinet it provided to influencer Brooklyn Larsen. This incident unfolded four months after the heartbreaking death of her son, Rocky, prior to birth in November 2024.

Brooklyn Larsen's Heartbreaking Loss

Brooklyn, who is also recognized for her participation in "So You Think You Can Dance," had shared the devastating news of her loss with her husband, Tanner Larsen, in an emotional social media post. “Our hearts are completely shattered. Our perfect little boy didn’t make it,” they wrote, recounting the harrowing experience of finding out at the hospital that their baby's heartbeat could not be detected. The couple was blessed to hold their son for 12 precious hours, cherishing every moment despite the tragic circumstances.

Insensitive Offer from Happiest Baby

In a turn of events that many found insensitive, Happiest Baby reportedly offered to send a courier to collect the SNOO Smart Sleeper Bassinet—valued at nearly $1,700—after Brooklyn was unable to create promotional content for the brand due to her grieving process. The situation became public when Brooklyn's sister, Kenna Bangerter, expressed her disappointment on social media, igniting a firestorm of criticism directed at the company.

Public Outcry and Call for Compassion

“I want you to think about why she couldn’t deliver the content,” Bangerter wrote, “I’m absolutely disgusted by a BABY brand who promotes support for moms & babies—that doesn’t even have the decency to give her the space to grieve."

Influencers Join the Criticism

The backlash intensified when fellow influencers, including dancer Witney Carson, criticized the brand for its lack of compassion. Carson declared, “Be better for future mothers. Lost me as a customer and supporter,” reflecting widespread disappointment in how Happiest Baby had handled the situation.

Happiest Baby's Apology and Commitment

In response to the uproar, a spokesperson for Happiest Baby expressed profound sympathy for the Larsen family, stating, “What was intended to be an effort to provide assistance clearly was a mistake that added to Brooklyn’s grief, for which we are truly sorry.” The spokesperson emphasized the company's commitment to supporting families and vowed that internal measures would be taken to prevent such miscommunications in the future.

Navigating Grief on Social Media

Despite the apology, the incident remains a stark reminder of the complexities surrounding grief and commercial engagements, particularly in the world of social media where brands often navigate personal tragedies in a public forum.

Brooklyn's Journey of Grief

Meanwhile, Brooklyn Larsen continues to navigate her loss, sharing heartfelt messages about her journey of grief on Instagram. She expressed gratitude for the support of her followers and reflected on the bittersweet memories of her son, revealing the profound impact of her experience on her daily life.

A Reflection on Loss and Memory

“I wake up every day, and for a few seconds, there’s a sense of bliss before it hits me — he’s gone,” she shared poignantly, illustrating the ongoing struggle of loss. Through this painful ordeal, Brooklyn has also found ways to keep her son’s memory alive, appreciating the gestures of kindness from those around her.

Teaching Moment for Brands

As the conversation continues about how brands can compassionately engage with customers facing life’s most challenging moments, it's clear that Happiest Baby's misstep serves as an essential teaching moment in empathy and sensitivity in marketing.