They should do this in the UK. From observing the locals, the maternity grant (until yanked by the government) was used to buy designer gear for the mother, cigarettes and some expensive fashionable buggy for the baby (usually topped up by the baby's grandparents). Unfortunately essential stuff was forgotten. This solves those problems.
They also had a maternity grant though the box was just opted in 95% of the time though
I applaud what they do in Finland.