The expression babylag hit the mainstream media on both sides of the Atlantic in September 2012, in the context of a survey commissioned by the Johnson’s brand of baby products (in part a promotional tool for their baby ‘bedtime’ range of toiletries). Reports claim that sleep expert Dr Dev Banerjee, a consultant at the Heartlands hospital in Birmingham, coined the term, observing the likeness between symptoms experienced by parents and jet lag – the fatigue associated with travelling across parts of the world where the time is different. In fact, however, it’s not the first time that the connection between the two situations has been made, there being evidence of isolated, word play use of babylag as far back as the early nineties.