@swaddelini: I get this question a lot. I would hope my marketing makes it clear that you should only use a swaddle product for sleep time but since there is confusion I have started making videos like this one to clear things up! Of course you will be putting on the #swaddelini on an awake baby, but the expectation is that they will then be fed and out to sleep on their backs in their bassinet or crib. As always please leave arms out when baby can roll. #safesleep #newbornsleep #bedtimeroutine #newbornessentials