Multi-award winning and best-selling baby sleep soother.
When Sweet Dreamers set out to bring their vision for Ewan the Dream Sheep to market, they required a reliable embedded electronics platform capable of delivering high-quality audio, soft lighting, and intuitive user control within the strict constraints of a plush toy. GB Electronics was approached to support the development of a bespoke, production-ready solution that balances performance, battery life, and manufacturability. The result is a product that has gone on to sell over a million units worldwide, underpinned by a robust embedded system designed to meet the demands of everyday use. Here’s how we helped.
Sweet Dreamers approached GBE with an early prototype concept for a baby sleep aid that would later become Ewan the Dream Sheep.
The concept centred on creating a comforting bedtime companion that combined sound and light features within a plush toy form factor, suitable for infants from birth.
While the initial idea had strong market potential, it required a fully engineered electronics platform to translate it into a robust, manufacturable product.
The system needed to:
GBE began by defining a system architecture that could deliver the required functionality within the tight spatial, power, and cost constraints of a soft toy. This included selecting a microcontroller capable of handling multiple audio tracks and managing power efficiently, alongside supporting circuitry for user inputs, LED control and audio amplification. Component choice was guided by longevity, unit cost, and suitability for automated assembly in a high-volume production environment.
Early PCB layout work focused on mechanical fit and internal acoustics, ensuring the speaker and LED would perform effectively within the plush housing. In parallel, the firmware team implemented control logic for track sequencing, volume adjustment, input responsiveness and timed shut-off, while incorporating power-saving routines to extend battery life.
Audio file processing was a key technical focus. GBE worked to optimise the supplied recordings for use on a constrained embedded platform, involving compression, filtering, and looping adjustments — all tested for clarity through the toy’s internal structure. Regular prototype builds enabled acoustic tuning, input validation, and user testing, with feedback used to iterate both software and hardware.
Collaboration with Sweet Dreamers remained central throughout the process, allowing for continuous alignment between technical development, user experience, and commercial considerations.
The final product featured a tightly integrated, low-power embedded system housed within a child-safe plush enclosure. It delivered reliable playback of four optimised pink noise tracks, each with a seamless heartbeat overlay, activated through a simple user interface and automatically shut off after 20 minutes. A warm red LED provided gentle illumination, supporting the toy’s core sleep aid function.
All functionality was delivered through a custom-designed PCB, engineered for low-profile integration, consistent performance, and efficient assembly. The firmware provided deterministic operation and extended battery life, even under regular nightly use, contributing to strong product reviews and repeat purchasing.
GBE supplied comprehensive production documentation, test routines, and revision controls to support Sweet Dreamers’ transition to full manufacture. The system proved reliable in large-scale production, with minimal post-launch modifications required.
Since its launch, Ewan the Dream Sheep has become a trusted product for families worldwide, with sales exceeding one million units. The electronics platform developed by GBE has remained central to its performance and reputation and continues to support new iterations and product extensions as part of Sweet Dreamers’ growing portfolio.
See Ewan in action
If you're developing a product that involves embedded audio, user interaction, or low-power electronics, GBE can provide the technical expertise needed to take it from concept to production.
Our team delivers end-to-end support across electronic design, embedded firmware, audio electronics, prototyping, and manufacturing. We work closely with clients to ensure each solution is engineered for performance, cost efficiency, and scalability.
To find out how we can support your next development, get in touch with our team.
Ewan the Dream Sheep Shop - https://sweetdreamers.co.uk/collections/ewan-the-dream-sheep
Sweet Dreamers Blog - https://sweetdreamers.co.uk/blogs/family
