Baby brand The Happiest Baby apologises for asking influencer to return bassinet following son’s death

A baby brand in the US has issued a formal apology after they were accused of demanding an influencer return a $1,700 ($AU1,999) bassinet after the stillbirth of their child.

The Happiest Baby, known for their cult-favourite baby bassinet the Snoo, has issued an unreserved apology to Brooklyn Larsen and husband Tanner Larsen.

“We cannot express more emphatically our deepest sympathy for what she and her family have been through following the loss of her son,” a spokesperson for Happiest Baby told Today in a statement on March 24.

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“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 statement continued.

“We have taken internal steps to make sure it never happens again.

“What Brooklyn faced was a tragedy beyond comprehension, and we are heartbroken for her loss.”

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Brooklyn, a So You Think You Can Dance alum, and Tanner shared the tragic loss on social media on November 29, 2024.

“Our hearts are completely shattered. Our perfect little boy didn’t make it,” read the joint post.

The couple explained they arrived at hospital at 40 weeks and two days only to be told a heartbeat couldn’t be found. Brooklyn delivered their son Rocky in “less than 9 minutes”.

“He was strong, beautiful, and was the perfect mix of Tanner and Rome. Holding him, memorising every feature of his, feeling his spirit – he was everything we had dreamed of,” they wrote.

The couple said they were able to spend “the next 12 precious hours with him, surrounded by our family, pouring all of our love into him”.

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“We can’t fully express the depth of the pain we feel losing our son and Rome losing his little brother. Our son, our angel. 🖤.”

It was Brooklyn’s sister McKenna Bangerter who publicly called out Happiest Baby, saying they “demanded” the return of the pricey bassinet due to Brooklyn no longer being able to share content using it.

“I want you to think about why she couldn’t deliver the content,” Bangerter wrote in a since-expired Instagram Story.

“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 the bassinet she never got to fill.”

She added that other brands had treated her sister with “grace & empathy and not like a transaction.”

Followers took to the brand’s Instagram account saying they were “disappointed” and “disgusted”.

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“Very disappointed in your brand and the way you have handled the situation with Brooklyn. Be better for future mothers. Lost me as a costumer and supporter,” one wrote.

“You wanted a mother to send back the bassinet she didn’t get to bring her baby home to? How about some flowers, how about a letter, how about anything better than making her send back the product and being upset about a brand deal?! They lost a child! Have a heart,” another commented.

The brand posted an apology in the comments of the post on which the criticisms were left.

“We were devastated to learn of Rocky’s passing. In December we sent flowers to Brooklyn’s home, and shared our condolences in a note to her manager (with whom we communicated),” it read.

“Content was never a consideration, and at no time did we mention anything about content or obligations since her loss.

“We offered her team (not her directly, to respect her privacy) to set up a courier pickup to help alleviate a potentially painful trigger. In our experience, some grieving families prefer to have certain items removed from their homes.”

“Our entire mission is to support families, and it pains us to know that Brooklyn’s experience with us did not reflect that. We have apologized directly to Brooklyn for any additional hurt we may have caused. The well-being of families is and always will be our utmost priority 🤍.”

Brooklyn and Tanner laid Rocky to rest, with Brooklyn sharing touching photos on social media in January.

In the photos Tanner carried his son’s tiny coffin to it’s final resting place.

“Two months without our boy, Rocky. Two months of sleepless nights and more tears than I’ve ever cried. Two months spent wondering what milestones he would’ve hit by now and how many rolls he’d have on his precious body. Two months of trying to explain to Rome why his little brother passed just hours before he was in my arms, while still grappling with that reality myself. Two months of asking, why us? Why him? The ache hasn’t gotten any lighter,” Brooklyn wrote.

She described the couple’s “excitement” upon arriving at the hospital to deliver their son.

“It was our time to meet him. The house was fully prepped, car seat in the car, diaper caddy’s everywhere, we were so ready. Nothing — no test, no ultrasound, no gut feeling — led me to believe anything was wrong,” she added.

Brooklyn described what happened next as “the most life altering experience”.

“I don’t know why bad things happen in life but I do know I was chosen to be Rocky’s mom. How blessed am I to be chosen as the mom to a boy, Rocky Larsen, who was too pure for this world🖤 That I believe,” she ended the post.

The Red Nose Grief and Loss Support Line is available 24/7 for anyone affected by the loss of a pregnancy, stillbirth or death of a baby or child on 1300 308 307.

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