Even a newborn baby needs to be awake some of the time. Encourage your baby to be awake for a short spell after the day feed. Babies under one month for instance love to look at anything black and white such as a simple picture book. In a short time, they will also love pictures of faces, and ones that fascinate them most will be the faces of mommy and daddy. Try and divide toys into ones that are used for times when your baby needs to be awake and ones that are used for winding-down time; bright noisy toys for social time and calm, soothing toys for sleepy times.