As part of the partnership, Moba has committed to raising £10,000 for the charity over the next 12 months through the sale of its Moba Moses Basket 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 give their babies a safer sleep, as well as contribute funds towards our specialist bereavement support service.”

Over the last ten years the rate of SIDS has steadily declined and in 2014 the rate in England and Wales dropped to the lowest on record: 0.30 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.