My Baby’s Heartbeat Bear

What My Baby’s Heartbeat Bear does

My Baby's Heartbeat Bear, operated by Purusha's Picks Inc, is a Wilmington, Delaware-based e-commerce company founded in 2011 that designs, sells, and distributes stuffed animal keepsakes with embedded audio recording technology. The company markets its products under multiple sub-brands including Heartbeat Animals, Angel Animals (for bereavement support), and Furbaby (for pet keepsakes), with over 80 product designs across its catalog. Core technology centers on a proprietary heart-shaped sound module capable of capturing and playing back up to 20 seconds of audio—including fetal heartbeats, personal messages, or lullabies—paired with a companion iOS/Android mobile application that enables cloud backup, email sharing, and restoration of recordings to the physical module.

The company operates a hybrid B2C/B2B distribution model. Direct-to-consumer sales are conducted through a Shopify storefront with core keepsake animals priced at $49.99, accessories from $4.99, ultrasound gifts up to $79.99, and a $69.99 refundable deposit for a 30-day fetal doppler rental that lowers purchase friction. B2B revenue is generated through a wholesale program targeting ultrasound studios, hospitals, OB/GYN practices, fertility clinics, veterinarians, and pet bereavement providers, with a stated network of over 100 retail locations across the United States and Canada; secondary distribution includes Amazon marketplace listings under dedicated Gender Reveal and Heartbeat Animals collections. Additional revenue mechanisms include an affiliate program offering a 20% commission for referrals and content marketing through a 66-page pregnancy blog.

Customer acquisition relies on content marketing, organic social media presence across Instagram, Facebook, YouTube, Pinterest, TikTok, and X, SEO-optimized product pages, and earned media coverage from outlets including Fox News, Today Show, Fox & Friends, KTLA5, and Focus Atlanta. The company employs between 1 and 10 people, is bootstrapped with no disclosed external funding or M&A activity, and is led by founder and president Purusha Rivera. Serviceable customer segments span expectant parents, ultrasound studios, OB/GYN practices, hospitals, fertility clinics, veterinarians, pet bereavement providers, and bereaved parents—each segment using the same recording technology for either celebratory keepsakes or memorial purposes.

Name

My Baby’s Heartbeat Bear

Legal name

Purusha's Picks Inc

Website

https://mybabysheartbeatbear.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

My Baby's Heartbeat Bear is a Wilmington, Delaware-based e-commerce company founded in 2011 that sells stuffed animal keepsakes with embedded audio recorders capturing fetal or pet heartbeats. It serves expectant parents, ultrasound studios, OB/GYNs, hospitals, and bereavement providers through direct-to-consumer and wholesale channels.

Ownership category

akta.pro rank

Product category

Pregnancy Keepsake Products

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (459120), Pet and Pet Supplies Retailers (459910)

SIC

Dolls & Stuffed Toys (3942)

akta.pro primary industry

Dolls, Plush & Action Figures Retail (CRALAFAD)

akta.pro secondary industries

Traditional Toy Stores (CRALAFAA), Pet Toys & Enrichment Retail (CRALAHAE)

Keywords

• Pregnancy keepsake products
• Heartbeat recording toys
• Baby heartbeat recorders
• Wholesale ultrasound products
• Pet memorial keepsakes

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Retail Product Sales: One-time purchase of Heartbeat Animals (stuffed animals with embedded recorders), gender reveal supplies, accessories, and ultrasound gifts sold directly to consumers through the e-commerce website. Products include heartbeat animals at $49.99, accessories at $4.99-$44.99, and ultrasound gifts ranging from $4.99 to $79.99.
2. Fetal Doppler Rental: Rental of pocket fetal dopplers for 30 days with a $69.99 deposit that is refunded (minus return shipping costs) upon return. Extended rental incurs $10 deduction per additional 30 days.
3. Wholesale/B2B Sales: Bulk sales to ultrasound studios, hospitals, OB/GYNs, veterinarians, and pet service providers. Wholesale partners receive special bulk pricing, marketing materials (poster, sample packaging, accessories, flyers, digital images), and access to wholesale pricing through their account.
4. Affiliate Program: Referral program where affiliates earn 20% commission by sharing and promoting products. Blog post mentions 'Earn More With Our Affiliate Program' indicating active affiliate recruitment.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

My Baby's Heartbeat Bear designs, produces, and sells stuffed animals (over 80 designs) with an embedded proprietary heart-shaped sound recorder that captures up to 20 seconds of audio, including fetal heartbeats, lullabies, and personal messages. The product line extends to memorial Angel Animals, pet Furbaby keepsakes, gender reveal supplies, ultrasound gift frames, and accessories, supported by a fetal doppler rental program and a companion mobile app for backup and sharing.

Product overview

My Baby's Heartbeat Bear is a keepsake company offering physical products centered around heartbeat recording technology. The core product line consists of Heartbeat Animals—stuffed animals containing a heart-shaped audio recorder capable of capturing up to 20 seconds of sound (baby heartbeats, lullabies, personal messages). The portfolio includes over 80 Heartbeat Animal designs, Angel Animals for memorialization, Pet Keepsakes (Furbaby) for capturing pet heartbeats, Gender Reveal Supplies, Ultrasound Gifts (frames and albums), and Accessories (tutus, bow ties, sweaters). A complementary Fetal Doppler Rental service enables home recording before purchasing the keepsake animal. The company also offers a mobile app for backup and sharing of recordings. Products are sold direct-to-consumer and through a wholesale program serving ultrasound studios, hospitals, OB/GYNs, and pet bereavement providers.

Differentiator

Problem solved

Functional benefit

Brands

• Heartbeat Animals: Core collection of stuffed animals with embedded heartbeat recorders for capturing baby's heartbeat
• Angel Animals
• Furbaby

Products and services

• Heartbeat Animals Stuffed animals (over 80 designs including bears, bunnies, foxes, cows, and more) containing a heart-shaped sound recorder that captures up to 20 seconds of audio such as a baby's heartbeat, lullabies, or personal messages; priced at $49.99 each.
• Angel Animals Memorial keepsake stuffed animals designed for parents experiencing pregnancy or infant loss, featuring the same heartbeat recording technology; includes Angel Bear, heart pillows, and celestial-themed items priced $34.97-$49.99.
• Pet Keepsakes (Furbaby) Stuffed animal keepsakes for pets featuring the same heartbeat recording capability; includes dog breeds (Doodle Puppy, Husky Puppy, Bully Puppy, Labrador Puppy, Hound Puppy, Bichon, Schnauzer, Chihuahua) and cats (Vintage Kitty, Gray Kitty) priced at $49.99 each.
• Gender Reveal Supplies Party supplies for gender reveal events including confetti cannons ($29.99), feather cannons ($29.99), color blasters (from $12.99), balloons ($9.99), scratch-off cards ($4.99), and themed shirts ($4.99 each).
• Ultrasound Gifts Frames, albums, and ornaments for displaying ultrasound images; includes digital video frames ($79.99), wooden ultrasound frames (from $19.99), magnetic frames ($9.99), photo albums ($16.99), wooden ornaments (from $7.99), ceramic ornaments ($14.99), and ultrasound cards ($4.99).
• Accessories Dress-up items for Heartbeat Animals including tutus ($4.99), bow ties ($4.99), floral headbands (from $4.99), sweaters ($12.99), custom embroidered sweaters (from $39.99), and themed shirts ($2.97-$8.99).
• Fetal Doppler Rental Free 30-day fetal doppler rental program requiring a $69.99 refundable deposit (minus return shipping) that lets customers record their baby's heartbeat at home before the keepsake animal arrives; kit includes pocket doppler, AA batteries, and gel.
• Pregnancy Keepsake App Mobile application for iOS and Android that lets users upload, back up, and share their baby's heartbeat recordings; features secure cloud storage on company servers, email sharing, and ability to restore recordings to the sound module if accidentally erased.

Quantifiable outcome

• Free 30-day fetal doppler rental with purchase of any animal
• +2 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Expecting MiraclescoreChannel Partner/ Reseller/ DistributorOB/GYN practice in Newark, DE that serves as a wholesale customer and reseller of Heartbeat Animals. Provides testimonials about the product's impact on patient experience.
• Arizona Women's SpecialistsminorChannel Partner/ Reseller/ DistributorOB/GYN practice in Glendale, AZ offering Heartbeat Animals to patients. Listed in store finder.
• Peek A Boo 4D BoutiqueminorChannel Partner/ Reseller/ DistributorUltrasound boutique in Huntsville, AL reselling Heartbeat Animals to clients.
• Hello Baby 3D UltrasoundcoreChannel Partner/ Reseller/ Distributor3D ultrasound studio providing customer testimonial about product quality and customer satisfaction.
• West Coast OB/GYNminorChannel Partner/ Reseller/ DistributorOB/GYN practice in San Diego, CA wholesale customer.
• Delaware Institute for Reproductive MedicineminorChannel Partner/ Reseller/ DistributorFertility clinic in Newark, DE wholesale customer.
• Duke Children's HospitalcoreChannel Partner/ Reseller/ DistributorPediatric hospital department using Heartbeat Animals, referenced in blog content about grief support.
• 4D Ultrasound of Napa ValleyminorChannel Partner/ Reseller/ DistributorUltrasound studio in Napa, CA retail location.
• Sarasota Ob/Gyn AssociatesminorChannel Partner/ Reseller/ DistributorOB/GYN practice in Sarasota, FL wholesale customer.
• Our Baby's LegacycoreChannel Partner/ Reseller/ DistributorNon-profit organization using weighted Heartbeat Animals for pregnancy and infant loss support. Founder has personal connection to the product and distributes animals through the nonprofit.
• Affiliate PartnersminorGTM or Marketing PartnerUnnamed affiliate marketing partners who earn 20% commission for referring customers. Described in blog post 'Earn More With Our Affiliate Program'.
• Miracles in the MakingminorChannel Partner/ Reseller/ DistributorWholesale customer quoted as saying 'We can't keep them in stock. I'm constantly ordering them. They sell like wildfire.' Located in West Virginia.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Squishmallows: Mass-market collectible plush brand (Jazwares/Kelly Toys). Comparable product category (plush collectibles) and overlapping gifting use cases, but at much broader scale and lower price points; represents the competitive ceiling in plush gifting.
• Gund: Major US plush toy manufacturer (owned by Spin Master). Comparable as a broad plush incumbent that supplies specialty retailers and could enter the recorder-keepsake category; serves as the larger-scale benchmark in the plush category.

Direct peers

• Personalization Mall: DTC personalized gift retailer with extensive baby keepsake and memorial product lines. Comparable on personalized emotional keepsake positioning, similar DTC e-commerce model, and overlapping customer demand for baby/pet/memorial gifts.
• Mud Pie: Lifestyle gift brand with strong baby, maternity, and home gifting assortment distributed through boutique and hospital gift channels. Comparable in product mix (gift-grade baby items) and B2B wholesale motion through hospitals and specialty retailers.
• Cuddle Clones: Custom plush replicas made from pet photos, sold DTC with strong emotional/memorial positioning. Directly comparable on the pet keepsake side and on the emotionally-driven plush gifting model that My Baby's Heartbeat Bear's Furbaby line competes with.
• Vermont Teddy Bear: Long-standing US-based plush toy maker and gift retailer. Similar product format (gift-grade stuffed animals), similar emotional/occasion-based gifting use cases (baby showers, bereavement, holidays), and similar DTC + wholesale distribution model.
• Build-A-Bear Workshop: The leading customizable plush toy retailer. Both companies sell emotional, customizable stuffed animal keepsakes with embedded personalization (sound modules for Build-A-Bear, recordings for My Baby's Heartbeat Bear) and operate both DTC and third-party wholesale channels.
• Warmies: Microwavable/heatable stuffed animals with sensory and wellness positioning. Comparable as a non-traditional, feature-enhanced plush product targeting both baby and adult wellness/gifting occasions through DTC and wholesale.
• Precious Moments: Iconic collectible gift brand with strong bereavement, baby, and family-life emotional positioning. Comparable on emotional keepsake gifting, bereavement segment overlap (Angel Animals), and wholesale-to-hospital/specialty-retail distribution.
• Baby Aspen: Specialty baby keepsake and gift brand sold through hospital and OB/GYN channels and DTC. Highly comparable go-to-market (hospital wholesale + DTC baby keepsake gifts) and overlapping customer segments with My Baby's Heartbeat Bear.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/heartbeat_bear
• YouTubeyoutube.com/channel/UCTNHLfFXEqWPwmBUun2i44g
• Facebookfacebook.com/mybabysheartbeatbear
• Instagraminstagram.com/mybabysheartbeatbear
• TikToktiktok.com/@mybabysheartbeatbear
• Pinterestpinterest.com/heartbeatbear

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My Baby’s Heartbeat Bear