A product launch hits close to home: Introducing the new line of AT&T mhealth Baby Monitors

Julie Brown

March 28, 2016

As a licensing program manager, I always get excited for a new product launch at retail.  Licensees, licensors, agents, manufacturers, PR teams, and quality assurance teams (to name just a few of those involved) have worked collaboratively for months and sometimes even years on every last detail to prepare for the big day the product makes it to shelf.  It’s an exciting moment to see your work come to fruition.

I’m especially excited about the recent launch of one of IMC’s programs, the AT&T mhealth Baby Monitor, because this project hit close to home for me.  I became a mommy for the first time during development of this monitor, so I was particularly intrigued about the new technology and features our partners (AT&T and Baby’s Journey) researched and developed to bring new innovation into the baby monitor category.  I also got to participate in our partners’ “mommy” testing prior to launch and had my feedback, along with the other mommies, taken into account for product tweaks throughout development.

I must say, technology has certainly come a long way since the first time I interacted with a baby monitor – I was a teenager babysitting for my neighbors down the street and there wasn’t much to a monitor. The only feature was an audio feed from the baby’s room.  Fast forward twenty-plus years and I’m now a mom-to-be having a panic attack at Babies R Us trying to register for a baby monitor amongst a vast sea of brands and features.  Not to mention the infant feeding section, but I digress….

To me, the AT&T mhealth line of baby monitors really stands apart from other monitors on shelf.  Truly innovative to the category, this line of monitors perfects traditional baby monitoring features and combines them with useful health and wellness baby tracking tools in one device, and all from the trusted AT&T brand.  I personally got to test the SMART LINK™ 4.3 inch touch screen video monitor.  Below are a few of the features I found most helpful.

  • Tracking features – as a new mom I was obsessed with recording diaper changes, feedings and nap schedules. The tracking tools with this monitor allowed me to use one device to record all of these activities. It also included tracking of major milestones, height, weight and medicine schedules.
  • Amazing night vision – this camera came with infrared LEDs providing hands down the most clear night vision camera I’ve seen in market.
  • Sound activation – unlike other monitors I’ve used, this monitor has a sound activation feature which only turns on when noise is detected from the camera. This feature avoids the annoying constant hum heard on other monitors.
  • Supports multiple cameras – this monitor allows you set up to 4 different cameras in different rooms for easy viewing anywhere in the house. This tool is great for keeping a close eye on the crib, but also different napping spots within the house.
  • Camera positioning – the camera could easily sit on a piece of furniture or be mounted to the wall. I personally liked having the ability to mount it to the wall and angle the camera down on the crib.  It has a nice sleek design that blends in well and doesn’t stand out.
  • Photo sharing – this monitor allows you to snap pictures from the camera and share directly to your social media accounts. See the image to the right for my test post to Facebook.

I’m proud to have been a part of such a fun and interesting project.  The AT&T and Baby’s Journey teams pulled out all the stops for this monitor, thoughtfully thinking through innovative ways to make a mom’s life easier during such a hectic but joyous occasion.  I’m reminded of why I love my job so much when I get to work with such great partners, like AT&T and Baby’s Journey, to bring a new groundbreaking product to market.

I should mention there is an entire line of AT&T mHealth baby monitors available at Babies R Us, including the SMART SYNC™ 5” Internet Viewable Touch Screen Video Monitor which allows you to connect to the camera via your smartphone in addition to having the handheld parent unit.  The entire line of AT&T mHealth baby monitors are now in Babies ‘R US stores and available at babiesrus.com/attmonitor.

IMC Licensing Logo Mark

Related Articles

  • The 3 Licensing Trends We’re Watching in 2021

    We saw many new product trends take flight in 2020, and they are here to stay in 2021 and beyond.…

    Julie Brown

    February 22, 2021

  • Opportunities in Gaming Licensing

    Recently on our podcast, we had an exciting conversation with Lauren Fields Conlon, VP of Licensing and Merchandising at Loaded…

    Emily Wickerham Randles

    January 27, 2021

  • Licensing During Disruption: How Licensing Can Serve the Auto Industry as it has Served Others

    Disruption: The Only Constant Did you ever think you would buy toilet paper on your phone? Neither did supermarkets. Did…

    Stephen Reily

    May 1, 2017

  • A product launch hits close to home: Introducing the new line of AT&T mhealth Baby Monitors

    As a licensing program manager, I always get excited for a new product launch at retail.  Licensees, licensors, agents, manufacturers,…

    Julie Brown

    March 28, 2016

  • Connect and Share with New AT&T Baby Monitors, Available Exclusively at Babies “R” Us

    Baby’s Journey and AT&T Enter the Baby Monitor Category to Provide Parents a New, Convenient and Secure View into Baby’s…

    Julie Brown

    February 16, 2016

  • When Products do the Talking: Volvo Life Paint Says it All

    At this year’s Cannes Lions International Festival of Creativity only one campaign won two Grand Prix Awards (in Design and Promo/Activation), and…

    Stephen Reily

    July 15, 2015

  • My 3 Lessons from CES: How Tech Makes Great Products Happen

    This year’s CES (bigger than ever, and more interesting than usual) failed to offer one show-stopping piece of technology, but…

    Stephen Reily

    January 8, 2015

  • Do you buy “Charmin” or “Toilet Paper”? Category Managers Know, Even if You Don’t

    When you make your shopping list, do you think about buying a category or a brand? Even if you think…

    Stephen Reily

    November 4, 2014

  • Lowe’s OSHbot: The Robot Holiday Sales Associate

    When Orchard Supply Warehouse, a California based home improvement and gardening retailer, was purchased by Lowe’s last year, its employees…

    IMC Licensing

    November 4, 2014

  • Why Mobile Matters this Holiday Season

    My friend called me from Target last week. “I am standing between the Halloween costumes and Christmas decorations, what is…

    Emily Wickerham Randles

    November 4, 2014

  • Are you ready to buy a Chiquita-brand orange?

    Chiquita Brands, a former IMC client, found itself in play this year, with competing offers from the Ireland-base Fyffes, the world’s…

    Stephen Reily

    October 30, 2014

  • Private Label Means Growth – Even for Brands

    Only a decade ago, it was not easy to use the terms “private label” and “brand” together. But private label…

    Stephen Reily

    October 13, 2014

  • 4 Keys to a Knockout Private Label Program

    Gil Phillips, Vice President of Corporate Brands at Kroger told the Cincinnati Enquirer about their house brand strategy, “We’re not offering…

    IMC Licensing

    October 7, 2014

  • Retail development isn’t just about getting into Walmart

    Every business that has ever developed a product dreams of getting on shelf at a Walmart or Home Depot. Big…

    IMC Licensing

    September 18, 2014

  • New channel strategies: Sometimes disruptive innovation is a where, not a what

    Our CEO, Carla Dearing, recently wrote about what makes an innovative product disruptive. Thanks to technology, we assumed for many years that…

    Stephen Reily

    September 4, 2014

  • McDonalds and Starbucks: How Both Get Coffee Pricing Wrong (and Dunkin Doesn’t)

    Kraft Foods recently entered into a license agreement with McDonald’s to deliver McCafé Coffee to a supermarket near you. While…

    Stephen Reily

    September 3, 2014

  • From Budget Friendly to Premium: Will Consumers Buy Into a Premium Priced McCafe?

    I have something I have to get off my chest. I don’t drink coffee. There I said it. I don’t…

    IMC Licensing

    August 24, 2014

  • 5 Top Licensing Trends for Restaurant Brands at Retail: Which Chains Should be in Supermarkets Now?

    Licensing restaurant brands into supermarket products is nothing new.  Brands like Marie Callendar’s (in pies and frozen dinners), TGI Friday’s…

    Stephen Reily

    August 11, 2014

  • Disruptive Innovation: Products That More People Want

    Less is more.  So the theory goes with “disruptive innovation.” A new product is disruptive innovation if it has something…

    IMC Licensing

    July 16, 2014

  • 5 Ways to Evaluate a Potential Licensee

    Licensing a company to expand your trademark into other product categories can be rewarding to your bottom line and strengthen…

    IMC Licensing

    July 15, 2014

  • Consumers Followed Their Noses: How Fragrance Ended Up Everywhere

    Is there any product that doesn’t come in a scented version?  Today you can buy not just scented candles but…

    Stephen Reily

    June 12, 2014

  • The Omni-Product Brand

    For 15 years IMC has been helping the owners of global iconic brands find ways to grow through new products…

    Stephen Reily

    April 3, 2014

  • Backing into Innovation: Capturing New Consumers for Hearing Aids

    While I was at International CES earlier this month I had a chance to meet with leaders of the hearing aid business…

    Stephen Reily

    January 28, 2014

  • Lean In to Cause Marketing?

    When it comes to business, the talented male professional is perceived as “boss” while the talented woman professional in the…

    IMC Licensing

    January 17, 2014

  • CES 2014 – Innovative Partnerships, not Products

    Last week I was one of the 150,000 people swarming around Las Vegas for International CES.  While the show has never…

    Stephen Reily

    January 15, 2014

  • What an Omnichannel World Means for Brand Licensing

    If you want to develop great products that actually sell at retail, you are probably already thinking about how to…

    Stephen Reily

    January 2, 2014

  • Starbucks, Kraft and the $2.7 Billion Divorce

    Last week’s LIMA Bottom Line featured an article I wrote about the recent resolution of a long-running dispute between Starbucks…

    Stephen Reily

    December 23, 2013

  • 7 Most Inspiring Products for Old People are Great New Products for You, Too.

    IMC’s hometown hosted the Louisville Innovation Summit last week  Aging care is a growth industry for Louisville (headquarters for companies like Kindred,…

    Stephen Reily

    November 18, 2013

  • More than Just a Hill of Beans

    Kraft Foods recent announcement of its intent to test market McCafe packaged coffee adds a deep, new wrinkle to the already interesting…

    IMC Licensing

    November 15, 2013

  • Licensing at Tiffany’s: Not a One-Way Street

    On vacation this summer I needed to get my sunglasses repaired.  While waiting, I was surprised to look in the…

    Stephen Reily

    September 16, 2013

  • What Licensing Agencies Can Do For You: A Tale of Chocolate Cereal

    One of IMC’s most deliciously licensed products is Kellogg’s Rocky Mountain Chocolate Factory cereal. The coco-brown box features the names…

    IMC Licensing

    September 4, 2013

  • What does the Local Food Movement mean for Food Licensing?

    In my hometown of Louisville – a city proud of its food culture in a state proud of its farming…

    Stephen Reily

    August 8, 2013

  • Licensing by Litigation: A Bad Business Plan

    Two large-scale lawsuits in the licensing world have recently been stopped by injunctions.  After spending millions of dollars on legal…

    Stephen Reily

    August 1, 2013

  • Paula Deen and Food Licensing: Why Didn’t She have More to Lose?

    Paula Deen, as a brand with great licensing potential, seems almost beyond repair.  While I can imagine strategies that would…

    Stephen Reily

    July 30, 2013

  • What’s Your Innovation Reality?

    What’s Your Innovation Reality? I was recently reviewing some notes from a talk I heard almost two years ago –…

    Stephen Reily

    July 24, 2013

  • Just Married

    Often times we describe a licensing partnership much like a marriage. The Licensee and Licensor meet, are engaged by signing…

    Emily Wickerham Randles

    June 27, 2013

  • Purina Tidy Cats® and Glade™ Tough Odor Solutions: A perfect match

    The partnership between Purina Tidy Cats and Glade Tough Odor Solutions has developed a scented cat litter which has customers…

    IMC Licensing

    June 20, 2013

  • Integrating New Products with Licensed Properties

    Integrating New Products with Licensed Properties Demands on new product development have greatly increased over the last decade with increased…

    IMC Licensing

    June 17, 2013

  • The Humanization Of Our Pets: Key Survey Findings

    The cliche is that pets look like their owners- but will they use the same products? The theory at IMC…

    IMC Licensing

    June 10, 2013

  • What Do Pet Owners Want Next?

    The pet industry is one of our favorites, and not just because most of us at IMC have pets of…

    Stephen Reily

    June 5, 2013

  • Sharing the Love of Brands with Your Pet!

    Pet owners are passionate about their furry little friends and they spend over $50 billion annually to prove it.  They…

    IMC Licensing

    April 4, 2013

  • What Makes Martha Stewart Such a Bad Partner?

    I’ve read lots of articles about Martha Stewart’s recent bout of litigation, but none of them addresses why someone would…

    Stephen Reily

    March 21, 2013

  • 2013 Housewares Show: Forging New Partnerships

    The 2013 International Home and Housewares Show in Chicago is the largest housewares-only fair in the world with 60,000 home goods professionals…

    IMC Licensing

    March 14, 2013

  • A Tale of Two Cracker Barrels

    When I saw that Cracker Barrel, the southern-fried restaurant chain, had recently licensed its brand to John Morrell Group, a…

    Stephen Reily

    February 6, 2013

  • The Slow Death of Commission-Only Deals

    Truly successful brand extensions are the result of pairing leading consumer brands with products that enhance the brand’s reputation and…

    IMC Licensing

    November 26, 2012

  • Why Licensing?

    As advertising as we know it is faced with a rapidly changing environment, brand owners and brand managers are looking…

    IMC Licensing

    November 1, 2012

  • Reinforcing Your Brand Through Licensing

    Some licensed products are very much like the brand’s core product itself. They may be used the same way (like…

    IMC Licensing

    October 15, 2012

  • A Primer on Licensing

    Wherever industry regulars gather, they’re sure to discuss the world’s largest licensor; the world’s citizenry buys more than $23 billion…

    Stephen Reily

    July 27, 2012

  • Working With Licensing Agents and Consultants

    Licensing agencies and consultants can play a central role in the development of an effective licensing program. Whether your company…

    IMC Licensing

    November 22, 2010

  • Why Use an Agency for Licensing?

    Even if your company has an in-house licensing director or staff, there are several reasons to hire a licensing agency…

    IMC Licensing

    May 10, 2010

  • National Brands, Private Label and Licensing

    During a panel discussion about product innovation at the 2009 Grocery Manufacturers Association’s Merchandising, Sales and Marketing Conference, one participant…

    IMC Licensing

    April 15, 2010

  • Licensing 101

    As an agency that develops and manages licensing programs for our clients’ trademarks and brands, we often get asked Why…

    IMC Licensing

    November 8, 2009

  • Retail Strategies Beyond the Top 10

    Every day the list of victims of the faltering economy grows longer.  Circuit City (#32 on National Retail Federation’s, Top…

    IMC Licensing

    September 25, 2009

  • Beyond Royalty Revenue: Measuring ROI from Licensing

    In recent surveys senior marketing professionals say that accountability for marketing services is more important than ever, and that they…

    Stephen Reily

    September 16, 2009

  • Trends in Inbound Licensing

    In the licensing industry, attention is typically focused on strategies to license a brand “out,” extending a brand into new…

    Emily Wickerham Randles

    August 19, 2008

  • The Licensing Professional – Not One Size Fits All

    I cannot count the number of times I have heard companies talk about whether they should hire a “licensing professional”…

    Stephen Reily

    February 19, 2008

  • Licensing Agency Compensation: The Inside Story

    One of the needless mysteries of the licensing industry is the topic of agency compensation.  Although talented professionals neither gain…

    Stephen Reily

    February 19, 2007

  • Food for Thought (on Food and Beverage Licensing)

    Food and beverage licensing is everywhere. A quick trip to the supermarket will produce Nesquik chocolate milk, Oreo ice cream, and…

    IMC Licensing

    August 28, 2006

  • The Bankruptcy Clause: Comforting but Useless

    An experienced reader of license agreements would know exactly where to find what I call the “bankruptcy clause” (about three…

    Stephen Reily

    March 1, 2003

  • When Trademark Licensing looks like Franchising: Avoiding Legal Risk

    If anyone doubted that trademark licensing has become an essential part of brand management, the recent Annual Meeting of the International…

    Stephen Reily

    September 8, 2002

  • The Risks a Licensor Poses to a Licensee: How Can They Be Limited?

    Most form license agreements assume that licensees pose greater threats to licensors than the other way around.  Aside from the…

    Stephen Reily

    August 8, 2002

  • Licensing to Preserve Trademark Ownership

    As all IP counsel know, registration of a trademark depends on that trademark’s use.  A trademark cannot be reserved indefinitely…

    Stephen Reily

    July 9, 2002

  • Trademarks Around the Edges

    Many years ago, companies that made a branded consumer product thought they did only one thing: make that product.  Their…

    Stephen Reily

    March 9, 2002

  • Watch What the Licensor Does, Not What it Says

    Hiring the best trademark counsel – and getting them to draft the best possible license agreement – will not alone…

    Stephen Reily

    March 9, 2002

  • How Accountants Will Change the Face of Trademark Licensing

    As the licensing industry frets about whether the biggest event of the year will be the performance of Harry Potter…

    Stephen Reily

    November 9, 2001

  • License Agreements: Partnerships Worth Getting Right

    Whenever you see a licensor and licensee in litigation with each other you should assume that something has gone wrong…

    Stephen Reily

    September 9, 2001

  • How Many People Does it take to Screw in a Trademark Licensing Agreement

    Because so many brand owners fail to appreciate how important licensing can be for their brand, many of those who…

    Stephen Reily

    August 9, 2001

  • Developing Branded Consumer Products like Consumer Products

    Last month I described how companies find themselves distributing or authorizing branded products that either weaken the protection of their…

    Stephen Reily

    July 14, 2001

  • Why Most Companies Have Too Many Licensors

    If you looked to a corporation’s internal licensing department for evidence of trademark usage and enforcement, as well as development…

    Stephen Reily

    May 20, 2001

  • Licensing Corporate Brands and Trademarks: Knowing What it Should Cost

    As someone who runs a licensing agency for the owners of brands and trademarks, I can be expected to argue…

    Stephen Reily

    February 19, 2001

Services

Licensing is a relationship not merely between brands, but among people. At IMC, we build and nurture both of those relationships while delivering top-notch customer care that treats — and protects — your brand as if it were our own.

About Us

We’re committed to fostering dynamic brand alliances. Often those alliances are born from one brand’s need and another’s ability to meet that need. The IMC team are experts at recognizing and creating those opportunities, but our real expertise is people. Standing side by side, as consultants, partners, peers, and as friends, we’re driven by a singular purpose: creating a smart idea.