DigiRoo, the local product invented by Bermudian Antonia Holder to help children practice safer screen time, will celebrate an official launch Thursday at A.F. Smith.

The patented, ergonomically designed electronic tablet cover, will be displayed in a brick-and-mortar store for customers to buy. Already more than 400 have been sold in Bermuda and the US.

Mrs Holder, a local entrepreneur and mother-of-two, said the feedback has been phenomenal.

A.F. Smith is the DigiRoo’s premier retail partner on the Island. Mrs Holder explained that Tim Smith backed her company, Kids Digital Wellness from early days.

She said: “When we first got our packaging and product prototypes, I was at A.F. Smith holding the prototype on a shelf just so I could imagine what it would look like – so to now be at this stage where our product will finally be in stores is a dream come true.

“On top of that, to have a relationship like this with a retailer that has been supportive of the whole journey of creating a product – from start to finish – is very rare.”

Mrs Holder had the idea for the DigiRoo during the pandemic, watching her five year old daughter hold her head in distorted positions to use her electronic tablet.

They have established a pilot programme, hoping to involve the island’s schools. Warwick Academy has already signed on, featuring the use of DigiRoos in a limited number of classrooms.

At Thursday’s ‘Pickup and Launch Party’, those ordered in advance can be collected, and interested others can attend and purchase on site.