It may look like your standard bucket or a plastic flower pot, but the latest in baby bathing technology is taking mommies by storm.
The tummy tub, which retails for $45, is specially designed for infants to simulate the mother's womb.
The tummy tub was invented in the mid-90s in the Netherlands, but it made it's American TV debut Friday morning on "The Today Show."
Janis McKellar, who appeared on "Today" with hosts Matt Lauer, Meredith Viera and Ann Curry, sells the tummy tub through her Web site, Bathedwithlove.com.
The benefits of using tummy tub:
It's made of nontoxic materials
It has a low center of gravity so it doesn't tip over
It requires much less water than traditional infant tubs
Water stays warm longer
People may wonder why you're bathing your kid in a bucket
So why not just buy a bucket?
"A bucket is really unsafe for babies," McKellar told 'Today.' "The Tummy Tub is anti-skid with a low center of gravity. It doesn't have a handle -- that's a big safety issue. You wouldn't want your baby chewing on the side of a bucket."