 Above is a leaflet which came with the Cuddleseat baby carrier. The carrier was designed to carry a child from 4 weeks to 2 years-old 'without unnecessary handling, leaving the mother's hands free to carry parcels, relieving her of undue strain.' Baby carriers had a surge of popularity in the 1940’s due to disruptions caused by World War Two. A materials shortage affected the availability of prams and the option to have food and other items home delivered, which had been widely available in Australia, was no longer possible due to the rationing of petrol. By the end of the 1950's most of the new carriers, including the Cuddleseat had disappeared in favour of prams (until another renewed interest in babywearing slowly started to gain momentum from the 1960's) The cuddleseat was made from a cotton fabric stitched to from one piece with a seat base and a wide strap over the parents shoulder which adjusted with three metal bars. The seat base slotted into a pocket and was an asymmetrical piece of plywood, topped with pad filled with wood shavings (or similar), secured with press-studs under the seat. The cushion could be taken out for washing and airing. According to various Cuddleseat ads it came in various shades (three shades of blue, light green, beige, and grey) as well as peach and tan/fawn fabric. Cuddleseats were produced from 1944 - 1960
Susan Ayres, the donor of the Cuddleseat baby sling pictured above remembers being carried in it by her mother on trips to the local grocer's shop during the 1950s. Susan recalls that her mother "still wearing the sling, was able to rest the Cuddleseat containing me on the shop's wooden counter while [she] made her purchases." https://collections.vam.ac.uk/item/O1397733/cuddleseat-baby-sling-hancock-william-arthur/  Cuddleseat advertisement November 1953 (The Nursey World - UK) The Cuddleseat was invented by William Arthur Hancock (and Brenda Anderson Hancock is also mentioned in the patent). William Hancock worked at Kingsford Smith Airport, Sydney, as an aircraft technician and during World War II became a test pilot. The carrier took him six months to perfect. He developed the cuddle seat 'to help his wife in carrying their small son. When women began stopping his wife in the street and making envious inquiries about the cuddleseat, he decided to put it into production.' Toodyay Herald, 20 April 1945. A US patent (US2411721A) was issued in 1946, and a British patent (GB585378A) in 1947. It is described in the US patent grant as: 'With the prevailing difficulties due to the curtailment of transport, also the necessity for people, particularly women, to go out for essential food purchases and the like, which hitherto were delivered, it has been a tiresome operation for women with young children to cope with the carrying of parcels while holding a baby, and the present invention has been specially devised to meet the urgent need of effectively carrying a child in a comfortable and natural sitting position, without imposing undue strain on the person, and whereby safe control of such child is had while leaving the arms free. By the use of the present invention the weight of the child is distributed evenly about those body parts best suited for the purpose and the limbs are not cramped or restricted in a way to cause discomfort. The device is easily and cheaply manufactured and can be folded away into a small compass when not required for use.'  The Sun (Sydney) Sun 14 Oct 1945 Queues must go, bag and baggage  Source https://www.instagram.com/p/Bzg0QceAQWz/  Australia war brides with their Cuddleseats pictured above and below. Above is Mrs. June Liabo of Chicago and her son Paul, nine months (Acme Newspictures 3/26/46). The photo below shows shows Mrs Jonh McHose who came to California bringing her son Terry and the marketing rights to the Cuddleseat which she intended to popularise with American housewives. (Acme Newspictures San Francisco 1/18/46)  The Cuddleseat became popular quickly. In April 1945 Australian newspapers announced the arrival of the new carrier, including the Toodyay Herald which explained (in an advertorial) that 'Australia's baby-carrier, called the Cuddleseat, is becoming a favourite with American Service personnel as a present for the folks at home. Leading Sydney stores say dozens have already been sent abroad. Production of the cuddleseat began a year ago, and they are now being turned out at the rate of 2,000 a week. Its inventor, Mr. W. Hancock, of Maroubra, gets a fan mail from women who want to thank him for solving the problem of carrying babies and small children on shopping tours and in crowded trams.' (Toodyay Herald, 20 April 1945). The Cuddleseat was widely sold in the United States and Europe, as well as Australia. Sydney Morning Herald, 17 June 1947.) The carrier was also sold in Canada and New Zealand. One advertisement from 1951 claims that 100, 000 had been sold.  The Sun (Sydney) Fri 20 April 1951 page 9
 Happy Show Visitor - Mr E. Lyne solved a difficult problem with his cuddle -seat and baby Brian was the envy of many children in his 'grandstand' seat. The Newcastle Sun, Thu 21 Feb 1946, Page 9 KEEN INTEREST IN SHOW RING EVENTS  The Sun (Syndey) Thu 5 Apr 1945, Page 3, It's Easy  The Newcastle Sun (NSW) Tue 5 Mar 1946 Page 2  This advertisement features Mrs Jonh McHose who brought the Cuddleseat to the US - The box in the ad explains American Mothers Acclaim Cuddleseat "SAN FRANCISCO August 22 - The Cuddleseat Australia's gift to American motherhood, was offered the buying public today in an effort to make the nations babies airborne. The Cuddleseat resembles a fishing creel, is a canvas sling finished in soothing pastel colours. Mother may go shopping or persue other tasks requiring two hands or arms while her child dangles at her hip secure and happy" The Daily Telegraph (Sydney) Thu 5 Sep 1946, Page 21  The Australia Women's Weekly, Sat 19 Dec 1944, Page 32 An American actress photographed wearing a Cuddleseat provided a boost. Kim Hunter(who played Dr Zira in Planet of the Apes) modeled one as she boarded a plane for Hollywood. The photo from the original news story wasn't republished but article explains that" The photograph was prominently published in the New York Herald-Tribune, across 3 columns, .and bore the caption: "A special juvenile test at Idlewild airport... The publicity started a minor mob scene at Gimbel's, the depart-ment store that sells cuddle-seats for five dollars (CA2/4/8) each. Gimbel's recently brought the pouches to New York from its San Francisco store, where the idea has taken on after five years of plugging. With Miss Hunter and Sean temporarily unavailable, I got in touch with Robert Emmett, Sean's father. He was surprised to hear that the cuddle seat originated in Australia, but said: "You can thank the Aussies for me. I felt guilty about sending Kim to the West Coast alone with the baby, so I went shopping to see how I could lighten her burden. One gadget I came across was a papoose-like contraption made of aluminium, but this faced the baby the wrong way and you couldn't tell what he was up to. "The cuddle - seat just filled the bill. I gave it a trial run in Central Park and, aside from feeling like a freak, found it very practical.. It also solved the baby-sitter problem for use, for now we just take Sean along with us wherever we go." Emmett added: "I do think the name *cuddle-seat' is a bit coy, though. Kim and I refer to it as 'the sling'" The Daily Telegraph (Sydney) Mon 16 Aug 1954 Page 19  New Freedom With The Cuddleseat advertisement The Sun (Sydney) Wed 14 Mar 1945 Page 7 (above) In this interesting article - 'It's A Shoulder Style...' Sister Norma Chancellor (who conducts the feature Modern Motherhood) reflects on the populararity of the cuddleseat but emphasises that it is a revival not a new idea "During the war, when Australian mothers adopted carrier-seats for transporting their babies, they revived a custom that is centuries old. A FEW years back, a nimble minded airman, the late Mr. W. A. Hancock, equipped Australian mothers with canvas seats attached to shoulder slings, with which to carry their babies. Thus was begun one. of the most popular revivals in nursery history...Today in this country, baby carriers are looked upon, at least by city mothers, as being almost indispensable. And that is likely to remain the case as long as shortage of domestic help compels mothers to take babies on daily expeditions entailing tram and bus journeys. What is more, the use of the Australian carrier has spread overseas. Cuddle-seats have been introduced in the. United States and Europe. New Zealand mothers have also adopted them thankfully, having given up, hope of ever again seeing trains and buses empty enough to take a stroller. I have described the baby-carrier as a revival, and that is what it is in modern communities. It is by no means a new device." The author then gives a brief rundown of some traditional ways of baby carrying around the world. Norma Chancellor also notes that modern carriers are not as suitable for young babies as traditional ones and was concerned about safety and was even possibly aware of the risks of positional asphyxiation (although she was fine for the use of baby carrier when horse back riding). She goes on to say" The usual type of Australian carrier is suitable only for a child who is able io sit up strongly. We, whose job it is to advise mothers, recognise the practical advantages of carriers in these days of queues and parcel-carrying, but we regard them with some misgiving, because we see so many examples of misuse. An infant's back needs to be supported when he is first able to sit up. So does his head, which is apt to flop about until the muscles are really strong. The risk of harm, if there is no proper support, is increased when baby falls asleep for, of course he then loses all muscular control. The ordinary canvas earlier does 'not give this support, and we do not recommend it for young infants" "Fortunately, this limitation has been recognised, and ingenious people have produced improved designs, which, may be more expensive, but are certainly more suitable for the everyday use to which so many carriers are put. Some of the newer types have supporting straps and stiffeners. Some are shaped, with high sides and foot rests. One I saw recently has a frame of light metal, and can be adjusted to carry baby in various positions from seated bolt upright to lying supine as in a cradle. It even has a hood, like that of a tiny pram, to give shelter from the weather" The author prefers this latter baby carrier invention (rather suggesting than any of traditional ones she praised earlier which arguably would be a lot more practical and easier to create amongst a time of shortages). The carrier looks like a portable bassinet with two canvas straps which rest over each shoulder "For travel on horseback,the infant's arms are also wrapped in the "cradle" for protection in the case of a fall. This carrier was invented by Mrs. A. C. Moores, made by her husband to her design." She also shows the common attitude of that era that babywearing is for really only for practical reasons rather than for soothing or bonding "Maybe we'll return to a time when primitive methods of baby transport will not be necessary - when mothers will enjoy the convenience adequate transport, home-delivered commodities, and reliable inexpensive domestic help. But the golden age looks to be a long way round that corner, so mothers are plodding along, aided by their Australian versions of transportation systems almost as old as motherhood itself." The Syndey Morning Herald Tue 24 Jun 1947 Page 11  The Cuddleseat was not universally popular, as seem in this article from the South Western a writer bemoans "Dear friends,--I have noticed that Bunbury mothers cling tenaciously to prams and strollers as conveyances for their young off-springs, and have evidently scorned methods of baby transport, so popular in other States. I am referring to the various styles of "cuddle-seats," that are used so extensively now, for carrying babies. When Australian airman Mr. W. Hancock invented his canvas shoulder style baby seat, he started something which swept throughout the world, and now baby carriers in various ingenious styles are looked upon by city mothers as being almost indispensable. Of course, the comparatively uncrowded Bunbury streets, and the obliging and ever helpful 'bus drivers here, do not make baby carriers an essential, but I am surprised that I have not seen even one." South Western Times (Bunbury, WA) Thu 24 Jul 1947, page 6 Message to Mothers Cuddleseat Advertisement - The Daily Telegraph (Sydney) Thu 8 Nov 1945 Page 6  The Newcastle Sun (NSW) Tue 24 Oct 1944 Page 5 Once the war conditions that had made this carrier so essential to many mother eased so did the sales. Arthur Hancock died in 1947 at the age of 39. The carrier he invented continued in popularity but it didn't last. From what I could find large ads for the Cuddleseat are rare after the early 50sand the carrier has ceased production by 1960. Although the carriers were occasionally being used in this era still and seen by the Australian tourists taking holiday snaps in front of the town hall in Munich - 1960. It is still an intriguing piece of forgotten baby carrier history. Do you have any memories or family photos of the Cuddleseat or the other new carriers which were invented in this era? I would love to hear from you.  Below is a selection of some of my favourite Cuddleseat ads. There were many! See the links below to view even more. These advertisements proclaim the practicality of carrying your baby while still being stylish (the carrier will not rumble your clothes and comes in attractive colours to match your outfits!) The wide adjustable strap is comfortable for Mum! You can get your shopping done and healthier, happier babies because of the "less handling" that will result! It was the modern thing to do. There are ads for mini Cuddleseats so kids could wear their dolls and be just like Mum. They wre advertised as a great Christmas and Mothers day gift. You could also protect your baby from rain, wind, and cold by wearing baby under your coat. Scientifically desginged so you can carry your baby with a minimum of effort and strain, supporting baby in the correct posture. hands free (and approved by the Australia Mothercraft Society). This ad explains the importance of bring a Cuddleseat along to enable you to enjoy your first post war Christmas holiday. The Daily Telegraph (Sydney) Thu 6 Dec 1945 Page 19  The Cuddleseat will help you with your shoppingand winter outings and even allow you to hold an umbrella if it rains. You can wear the sling under your coat to protect baby from the cold and wind too.  The Daily Telegraph (Sydney) Thu 25 Apr 1946 Another ad extolling the convenience of the Cuddleseat for holidays and outings. You will have and easier day 'free from strain and aching muscles"  The Daily Telegraph (Sydney) Thu 28 Mar 1946 Page 18 Some mothers day advertising from 1951. 100, 000 mothers cant be wrong!  The Sydney Morning Herald Mon 7 May Page 7 (above) This Christmas ad also shows off a cute mini cuddleseat for little ones to carry their dolls!  The Daily Telegraph (Sydney) Thu 22 Nov 1945 Page 12 Some more Christmas advertising hightlight why mums should get a Cuddleseat for Christmas.  The Daily Telegraph (Sydney) Sat 18 Dec 1948  The Sun (Sydney) Wed 19 Dec 1951 Page 15 Department stores adding their own branding to the Cuddleseat ads. These ads often mention that carrying your baby will make your shopping experience more convenient and pleasant.  Catholic Weekly (Sydney) Thu 28 Dec 1944 Page 1  The Daily Telegraph (Sydney) Fri 18 Jul 1947 Page 12       Other Sourceshttps://collections.museumsvictoria.com.au/items/1455194 https://collections.vam.ac.uk/item/O1397733/cuddleseat-baby-sling-hancock-william-arthur/ https://trove.nla.gov.au/newspaper/article/148635351 https://trove.nla.gov.au/newspaper/page/1007129 Further Reading
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AuthorI love to sew. I have five curious and active kids who keep me busy! Archives
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