The 'sproutling? Is this a joke?

My morning radio favorites posted this this morning. I wasn't tuned in when they were discussing it so I missed the 'banter' about it. I always check out thier 'videos of the day on FB' and just had to bring this one over here. I hope this is a joke.
Whatever happened to getting up to actually go check on your kid???
http://youtu.be/slyXHix8hLg

It seems like a real product that is trying to get money from appeal through irony to the technology-loving young parent who still thinks they are cool.