May 11, 10:52 PM

Doll makers hope to help babies bond with parents

By Jennifer Wirth
FLORIDA TODAY

In a hospital, comfort for the smallest patients usually comes in the form of a gentle touch from mom or a snuggle from dad.

But for premature infants undergoing medical treatment, many are unable to have uninterrupted time in their parents' arms.

The owners of Indian Harbour Beach-based Snoedel Inc. say their Snoedel doll can help.

Snoedel (pronounced SNOO-dle), is the Dutch word for cuddle. Its intention is to serve as a sleeping and bonding aid in the absence of the parent.

The doll's body is cotton flannel. The head is made of pure wool from the Netherlands, which is known to absorb scents.

Maria Mazzocchi, who owns the company with her two sisters, Sandy Felgar and Sharon Haw, said after mom or dad keeps the doll close for a few days -- usually by sleeping with it -- the doll will absorb the parent's scent. When placed with the baby, the scent is slowly released through the doll's natural fibers.

Ellen Karasik, spokeswoman for Broward General Medical Center in Fort Lauderdale, said the nurses there have long encouraged parents to bring in personal items bearing their scent. Karasik said giving such an item to their baby during his or her hospital stay provides a sense of calm in a situation that has a lot of environmental stress.

"The premature infant is out in the world before he or she should be, and this causes tremendous stress," Karasik said. "Using the scent of mom or dad is one step to counteract that stress, by creating a comfortable environment that gives them a sense of who they are."

The sisters bought Snoedel Inc. in mid-January for $70,000 from its original owner, who founded the company in 1996 in the Netherlands and recently moved to Merritt Island. The founder was inspired to make the doll after a friend gave birth to a premature infant.

As the company's new owners, the sisters say they divide the responsibilities equally. Haw serves as president, Felgar is in charge of the Web site and marketing, and Mazzocchi is the company's treasurer.

Last year, before the sisters purchased it, Mazzocchi said the company recorded $123,000 in sales across the country.

Mazzocchi said they have made 3,000 dolls since February, and plan to make at least 12,000 dolls in a year.

The doll retails for $24.95 and comes in four colors -- pink, blue, pastel hearts or primary colors.

C.J. Rapp, a customer from Mission Viejo, Calif., said she believes every baby should have a Snoedel.

"I will be sending one to everyone I know," Rapp said. "My son loves his."

A network of 15 contract employees throughout Brevard County each devote anywhere from 10 to 30 hours a week constructing the dolls.

Sarah Thurston of Port St. John has been making the dolls for about six years.

"The whole concept of the doll is so neat," Thurston said. "The work is easy and nondemanding, and it makes me feel good every time I see a baby snuggling one."

Shirley Moss of Indialantic sent two of the dolls to her daughter in Texas, who gave birth prematurely to twin boys.

"The doll is so incredible," Moss said. "After the staff at the Dallas Presbyterian Hospital saw them, they decided to order for the entire neonatal center, because they believe that the mother's scent can help soothe and calm the baby, as well as making him or her feel closer to mom."

For the time being, Mazzocchi coordinates the company's operations out of her Indian Harbour Beach residence.

After the dolls are complete, the sisters collect them and ship most of them off to a distribution center in Connecticut, where they are mailed out to customers throughout the country, including several hospitals.

Kimberly Riel, manager of public and government affairs at Children's Hospital of Pittsburgh, said for the next year, the hospital plans to provide a Snoedel to every infant admitted.

"The Snoedels have been received incredibly well here," Riel said. "They are a wonderful addition to our family-centered care."

Currently, there are no hospitals in Brevard County that make a practice of using the Snoedel doll.

"We just started contacting local hospitals," Mazzocchi said. "We've been doing so well everywhere else. We've got to start concentrating our efforts locally as well."

Lisa Crites, spokeswoman for Holmes Regional Medical Center in Melbourne, said the hospital does not carry the doll, but the hospital would be open to studying it in the future.

For now, the sisters' goal is to drum up more business. Currently, the doll is offered through the company Web site and at six privately owned baby boutiques throughout the country, including Cherubs & Choo Choos in Indian Harbour Beach.

The boutique's owner, Sheri DiPrima, said she has carried the dolls since they were created in 1996.

"They are great dolls," DiPrima said. "We sell quite a lot of them. Not only are they wonderful for premature infants, they are also great as first dolls for any baby."

But focusing on Snoedel sales does not keep the sisters from exploring new ideas.

In addition to the Snoedel, the sisters are working on another doll. It's called the Pet-Snoedel, which will be made for puppies who are weaned from their mother and have trouble adjusting to their new owners.