Playability Toys Nurture Smart Mobile Named Finalist for 2016 IDSA International Design Excellence Award

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The first clinical grade crib mobile for infants recognized for superior design in the Children's Products category.

Playability Toys, a leading maker of therapeutic toys and apps that enhance and improve the lives of children and their families, today announced that its Nurture Smart Mobile is an Industrial Designers Society of America’s (IDSA) 2016 International Design Excellence Award (IDEA) finalist in the Children's Products category. The first and only clinical grade mobile of its kind, the Nurture Smart Mobile was judged by renowned design experts around the world among a field of more than 1,700 designs projects from 30-plus countries.

Designed by David J. Fitzgerald in collaboration with input from over one hundred Certified Child Life Specialists in the United States and Canada, the Nurture Smart Mobile is the most innovative patent-pending crib mobile designed to maximize cognitive development and provide optimum cleaning capabilities.

“When we designed the Nurture Smart Mobile, our goal was to create the iPhone of crib mobiles,” said Adam Small, CEO, Playability Toys. "We’re honored and excited to be acknowledged by one of the most preeminent design competitions in the nation, validating the innovativeness, ease-of-use, aesthetics, affordability and societal benefits of the Nurture Smart Mobile.”

The visually appealing Nurture Smart Mobile design has the most advanced dynamic movement of any crib mobile on the market today, providing leading sensory stimulation with features designed to sooth, including:

  • 100% clean-ability
  • BPA free materials
  • Long lasting battery life
  • Easily accessible control panel
  • Multiple sound and timer settings
  • Fully assembled – no removable parts
  • Customizable label area
  • Dynamically moving joint

The Nurture Smart Mobile is not only designed to improve parent and clinician interactions, but also possesses a suite of developmental features that promote cognitive growth and optimize sensory interaction. These features include:

  • Two-sided visual panels
  • Large domed mirror
  • Night light with celestial images
  • Reaches optimum visual acuity range
  • Five different sound choices
  • Four convenient timer settings

The Nurture Smart Mobile is being offered for $99.95 through our e-commerce websites at or Parents can receive a 5% discount when the coupon code NurtureSmart5 is entered at check out. Price includes shipping and handling. For commercial orders, please contact

Founded in 1965, the nonprofit IDSA is one of the oldest and largest membership associations for industrial design professionals, with thousands of members in dozens of professional, student and special interest chapters in the U.S. and internationally. IDSA sponsors IDEA®, the world's most prestigious and rigorous design competition. The Society hosts events including an annual International Design Conference, five District Design Conferences and a Medical Design Conference—bringing together some of the biggest names and brightest minds in industrial design and related fields.

Playability Toys' vision is to ensure that all individuals have the opportunity to laugh, learn, play, and grow though an enriching experience with exceptional toys and apps.

Based in Tucson, Arizona Playability Toys is also proud to have developed a strong internship program with the University of Arizona. We work closely with many special needs organizations and families, and we invite you to visit our website at and to see all our toys, including in-depth toy descriptions and videos.

Brenda Christensen
Stellar Public Relations
(818) 307-9942

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