Here are some pointers you can refer to when making your choice...
Buy more than one! You never know when your baby's favourite toy may be lost, or just need washing! Choose a comforter which is simple - the less fussy the better. This big world and baby 's surroundings are all so new and there is a lot to take in, that 's why babies love simplicity, consistency and routine.
If you've chosen a particular toy for your newborn baby's comforter, try to avoid anything bulky or furry, with loose fibres, removable parts or lots of fussy adornments. Choose one made of hydroscopic material such as soft cotton towelling as this is the best material for retaining your scents. A baby needs simplicity, consistency and most importantly safety - so do Mums and Dads. For the first few months make sure this is the only toy in your baby's cot at bedtime. Otherwise he/she may adopt something else which may be impractical or difficult to replace!
Before introducing your baby to his or her new comforter, sleep with it in your bed or carry it around in your clothes to absorb all those comforting mummy/daddy smells. When you place it in the cot it will help to soothe and calm your baby, feeling secure in the knowledge you are always close by.
Choose a different coloured baby comforter for your second baby so that there will be no confusion.
Keep a note of the name and place you bought the 'comforter' from or take a website address off the packaging, then if you need to buy another comforter exactly the same, it will make it easier to track down! Otherwise buy at least two! It will be a sound investment.
Many parents assume their children will 'never use dummies' or any other comforters. Don't believe it! Even if you don't introduce a comforter of your choosing, then most babies will definitely adopt something from their surroundings, which may not be practical. It could be something as simple as a sleeve of their clothing, a label on their favourite 'cuddly' or it could end up being something really embarassing like your old feeding bra or even their thumb.
So choose wisely and your baby will grow up contented and secure. It will make life a lot easier for you as parents.