Baby Brand Issues Apology After Suggesting Influencer Return Gifted Bassinet Following Her Newborn's Death

• McKenna Bangerter called out Happiest Baby on Instagram, claiming the company "demanded" her sister return a gifted bassinet following the infant's death.
• Brooklyn Larsen, the creator gifted the bassinet, shared the news of their son's stillbirth in November.
• Happiest Baby has addressed the backlash in comments online, writing it "would never discuss content in a time like this, nor did we do so in this instance."

Happiest Baby — the brand behind the SNOO baby sleeper — is being called out by parents online after an influencer slammed the company for what many perceived as an insensitive request.

McKenna Bangerter posted on her Instagram Stories this week to detail how Happiest Baby sent her sister, So You Think You Can Dance alum Brooklyn Larsen, a bassinet for her newborn after she agreed to tag the company in any content shared with it. Per the post, Larsen sent the company an email informing them of the tragic death of her infant, meaning that she would not be able to promote the product on social media.

In reply, Bangerter claimed Happiest Baby "demanded she send the bassinet back."

"The empty baby bassinet, still sitting next to her bed," Larsen's sister continued. "I'm absolutely disgusted by a BABY brand who promotes support for moms & babies — that doesn't even have the decency to give her the space to grieve the bassinet she never got to fill."

In a statement issued to PEOPLE, a representative for Happiest Baby recounted how they initially responded to the news of Larsen's stillborn son.

"When we learned of Rocky’s passing in December, we were heartbroken for Brooklyn and her family. We immediately sent flowers and our sincere condolences, and there was no mention of anything else. We just wanted her to know we were thinking of her," the statement reads. "Out of respect for her privacy, we communicated directly to Brooklyn’s manager (not Brooklyn herself)."

"We know that many parents who suffer such unimaginable and tragic loss often find that the sight of an empty bassinet or crib can become a painful reminder of their grief—and parents want to remove it—so we offered to have her SNOO picked up," the company's response continues. "Content had no bearing on this decision and was never mentioned."

According to the statement, a Happiest Baby team member "acted based on what other grieving families had requested in the past."

"But that was a mistake — every family’s pain is unique," the brand representative adds. "We reached out directly to Brooklyn to apologize for the added hurt we caused. We’ve also taken corrective action and coached (and will continue to coach) our team to ensure every future approach is always sensitive to each family’s individual grieving process."

The statement concludes, "This is not representative of who we are. It’s not what we believe in or stand for. We are a small company whose sole mission is to support families, especially during their most vulnerable moments. We are so sorry that Brooklyn’s experience with us did not reflect the care and compassion we strive to show every family. We hope that one person’s misstep does not overshadow the hearts and efforts of an entire team working with love and devotion to protect babies and bring comfort to parents."

Larsen — who is best known for appearing on season 11 of the Fox dance series — spoke out about the stillbirth in November. She and her husband, Tanner, shared a joint Instagram post to share the news with their followers.

“Our hearts are completely shattered. Our perfect little boy didn’t make it,” the reality star, 29, wrote alongside a carousel of black-and-white photos from after their son’s birth, including one featuring them holding the infant's hands and another of Brooklyn and Tanner crying with their stillborn son.

“We arrived at the hospital, full of excitement, only to be told the devastating news that they couldn’t find his heartbeat," the post continued. "The following couple of hours were a complete blur. It didn’t make sense. Every single checkup, every ultrasound, every test had shown nothing but a healthy baby. He was always measuring big, always moving, always so active. We never imagined that this could happen. In an instant, our best day became our worst.”

The grieving couple added that they were “blessed to spend the next 12 precious hours” with their late son, Rocky, while surrounded by family.

Larsen — who is also mom to son Rome, 3 — previously shared she suffered a miscarriage in December 2023.

In Bangerter's post about Happiest Baby, she said she's used and promoted the brand's products "for years" and now feels "regretful I ever did." She noted that other brands have "really supported" Larsen during this time, "treating her situation with grace & empathy and not like a transaction."

The story sparked outrage across the internet, with other creators voicing their own indignation upon reading Bangerter's account. Many people — including celebrity moms like Allison Kuch and fellow SYTYCD alum Witney Carson — have taken to the brand's Instagram comments section to criticize Happiest Baby.

"Very disappointed in your brand and the way you have handled the situation with Brooklyn. Be better for future mothers. Lost me as a [customer] and supporter," wrote Dancing with the Stars pro Carson.

On Friday, March 21, Bangerter — who has over 1 million followers between Instagram and TikTok — uploaded more Instagram Stories regarding the controversy. One clip showed her removing her own SNOO bassinet from a room. "First thing first, this thing is off to a women's shelter," she wrote in the overlaying text.

In another post, the influencer said, "I can't stay silent about what that company made Brooklyn feel." Bangerter added, "I will never support a company like that, even if I have used their product for all of my kids."

Happiest Baby has replied to a number of Instagram comments to apologize and deny their intention to further Brooklyn's grief. The company replied to Carson's comment, "We're sorry to hear this and as a brand that supports families during their parenting journey, we would never discuss content in a time like this, nor did we do so in this instance."

The comment continued to express that the brand is "heartbroken for Brooklyn and her family following the tragic loss of her baby boy," and attempted to explain why they suggested she return the bassinet.

"It has been our experience that some grieving families prefer to have certain items removed from their homes. Our offer to her team to set up a courier pick up was to help alleviate a potentially painful stressor," Happiest Baby wrote. "We have extended our sincerest apologies to Brooklyn for any additional heartache our offer to return the bassinet may have caused. The well-being of families is, and will always be, our utmost priority 🤍"