There are a lot of boutique baby items out there that frankly, only The Mommy knows about and aren’t on my radar, but I think it is pretty cool that Target and buybuy Baby are selling more specialty baby products like the Tortle. I will pause while you laugh at the name. Turns out there is something out there kind of serious called Flat Head Syndrome. The Syndrome affects a ton of little ones. The Tortle is a lightweight knit beanie that helps prevent Flathead Syndrome. I can’t really explain it better than this: “The incidence of Plagiocephaly and Torticollis (or Flathead syndrome) has increased to epidemic proportions since 1992 with more than a million babies being diagnosed with the condition each year in the U.S. alone. This is due to their lack of movement and the amount of time infants spend on their back (the safest place for them to be). If left untreated, there can be long-standing problems. Treatment is frequently expensive and can be somewhat uncomfortable for a baby. Plagiocephaly and Torticollis are almost 100% preventable with repositioning and Tortle makes this safe and easy.” In the future, I expect to see more and more parent or doctor created specialty baby items at bigger stores, but for now my kid’s head is a cueball.