ITZBEEN™ Baby Care Timer was developed by a new mom and dad who found themselves sleep-deprived and needing help to remember baby care details, such as when their baby last ate or napped. They tried charts and journals, but thought there had to be a better way. So, they created the ITZBEEN™: a multi-purpose nursery tool that helps new parents remember the basic details of baby care. The ITZBEEN™ has four timers that count up with the touch of a button, and a host of other helpful features, all designed with the needs of a new parent in mind.