Yes. Smoosh is a brand of New Valmar, a European developer and distributor of baby and children's products founded in 1992. All products are designed at New Valmar's Belgian head office. Even the hand-drawn illustrations are created in Belgium. Smoosh is available internationally through a network of retail partners across Europe and the rest of the world.
Frequently
asked questions
General
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Smoosh is an in-house brand of New Valmar. New Valmar has been developing and distributing baby and children's products since 1992, through a combination of in-house product development, strong brands, licences and private label.
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New Valmar has been a European developer and distributor of baby and children's products since 1992. Through an extensive network, New Valmar supports retailers across Europe and the rest of the world with end-to-end solutions: from product development and branding to marketing, distribution and after-sales. New Valmar works with a combination of its own products, strong brands, licences and private labels.
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Smoosh aims to strike the middle ground between plain, minimalist baby products and overly loud designs. The brand combines playful, colourful designs with a calm, timeless base. What's more, Smoosh can draw on New Valmar's expertise: quality, safety and thoughtful functionality are central to every product.
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Smoosh products are available worldwide through a broad network of trusted retail partners, such as supermarkets, drugstores, specialist baby shops and pharmacies.
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For any questions, you can visit the New Valmar contact page.
Drinking
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The right drinking system grows with your child:
- From around 9 months: choose a lightweight cup with a soft, flexible straw and a sliding cap – this prevents leaks when the cup isn't in use.
- From around 12 months: choose a cup with a straw, push-button system and a handle or sleeve for extra grip – ideal for active toddlers.
- From around 12 months: a cup with a 'pop-it' spout that you push up to open is an alternative to the straw cup.
- From around 18 months: choose a cup with a wider spout and push button. It's easy to carry and comes in larger volumes.
Material also matters. PP (polypropylene) is lightweight and sterilisable. Copolyester (known under brand names such as Tritan or Ecozen) doesn't release any odour or taste and is virtually unbreakable, but usually can't be sterilised. Always check the instructions included with each Smoosh product.
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For school, choose a sturdy, leak-proof bottle with a larger volume (360-540 ml) and a wide spout or push button that your child can easily open themselves. PP (polypropylene) is lightweight and affordable; copolyester doesn't release odour/taste but is slightly less light.
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Wash drinking bottles and all their parts (spout, cap, valve) after every use with warm water and a little washing-up liquid. Use a bottle or spout brush to reach the tight corners, and leave all parts to dry separately – i.e. unassembled – to prevent mould or bacterial growth. PP (polypropylene) parts are usually dishwasher-safe too. Check the packaging to be sure.
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That depends on the material: PP bottles (polypropylene) can be sterilised. Copolyester bottles (also known under brand names such as Tritan or Ecozen) usually cannot be sterilised, but that material is, in turn, particularly sturdy, doesn't release any odour, taste or colour, and is virtually unbreakable. Always check the instructions included with each Smoosh product.
Teething
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A cooling teething ring is the fastest way to provide relief: the cold, soft surface massages the swollen gums. Preferably choose a teething ring with cooling gel (suitable from 3 months), as this retains the cooling effect longer than a water-filled version. Pop it in the fridge before use (never the freezer) and it's ready to go.
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A gel-filled teething ring retains its cooling effect longer than a water-filled one. Smoosh's cooling teethers (from 3 months) use cooling gel and should be placed in the fridge before use – never the freezer, as this would make the teething ring too hard and too cold for your baby's sensitive gums.
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In the fridge. A teething toy from the freezer becomes too hard and too cold for your baby's sensitive gums. The fridge provides enough cooling.
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There are teething toys specifically designed for applying teething gel: they fit neatly over the gums, so you can apply the gel precisely and evenly. Smoosh offers this type too. Always use the amount stated on your teething gel's packaging.
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For the very youngest, a finger toothbrush is the most pleasant first step. After that, you can switch to a baby toothbrush that grows along with your child.
Eating
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Heat-sensitive spoons (suitable from 3 months) have a tip that changes colour when food is too hot to give to your baby. This gives you a visual warning before you taste the food or give it to your little one. The spoons also have a small spoon head and a softer tip, and thanks to their 'stable on the table' design, they stay neatly on the table instead of rolling away.
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In the first months, you'll usually still feed your baby yourself, using a spoon from a jar or bowl. A longer feeding spoon (from 3 months) is your best friend here: it lets you easily keep some distance between the jar and your little one's mouth. Smoosh also offers a silicone version with a handy travel case, ideal for on the go.
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For school, choose a lunchbox with a sealing rim (to prevent leaks) that has room for 3 to 5 sandwiches, with a removable snack box inside for fruit or biscuits. This type of lunchbox comes in both a lightweight plastic version and a stainless steel one. The advantage of stainless steel is that it fully keeps out unwanted odours and tastes.
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From around 9 months, you can start with a short training spoon: a thick, easy-to-grip spoon works better than regular cutlery. From 12 months, a small fork is usually needed too. Choose cutlery with a 'stable on the table' design: a straight section on the underside stops the spoon and fork from rolling away.
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From around 6 months, a feeding pouch is a handy, safe stepping stone for discovering new flavours and textures: you place pieces of fruit, vegetables or other food in a small net, and your child can suck on it and taste the flavour without being able to bite off large chunks. A safe twist-lock system means your child can't open the pouch themselves. The net is quick to clean after use.
Care & bath
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For the very first nail care, a soft, safe 3-in-1 care set (file, scissors, clippers) is handy. Smoosh's Gabi set was specially designed for small, delicate baby nails. Start with filing, then move on to the scissors, and later the clippers.
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Bath toys are best chosen to match your child's age: gentle, soft stimuli for the very youngest, and more active, imaginative toys for older babies and toddlers. Smoosh's range includes bath figures that stick to the edge of the bath and float in the water.
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For baby hair, a soft comb-and-brush set is ideal: gentle enough for sensitive baby scalps, and handy for gently detangling hair after bath time.
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As soon as that first little white tip breaks through the gum – usually between 6 and 10 months – you can start brushing. For the very youngest, a finger toothbrush is a great first step; after that, you can switch to a real baby toothbrush.
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Timing usually matters more than the potty itself: most children show signs of toilet-training readiness between 18 months and 3 years. Choose a potty with the right height and ergonomics, and a backrest for extra comfort and stability – without unnecessary extras like sound or light.
Sleeping/soothing
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The market offers various shapes, materials and size ranges. Smoosh deliberately opts for copolyester combined with silicone teats in the oval shape that babies tolerate well. Smoosh soothers have skin-friendly ventilation holes in the shield and an ergonomic nose cut-out for free breathing. Smoosh offers two size ranges: 0-6 months and 6-36 months.
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The oval shape is the classic soother shape and is well accepted by most babies, because it sits comfortably in the mouth. That's also why Smoosh has built its entire soother range around this shape.
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Smoosh builds its entire soother range around the classic oval shape. It sits comfortably in the mouth, even during teething. The shield has skin-friendly ventilation holes (which help prevent skin irritation around the mouth. Which is handy, since babies tend to drool more while teething) and an ergonomic nose cut-out. Around 6 months (when the first teeth usually appear), it's time to switch to the larger size (6-36 months).