Yes, for newborns
Adult ear cartilage
is too firm to reshape and normally require surgery.
Cartilage bends, but snaps back to its original shape.
Baby ear cartilage is very soft and can be molded before they "harden." in the uk, they use earbuddies (see pic), and in the us, there is a new one called earwells.
New technology, cartilaze is designed to soften the cartilage so it can be molded. Not much info yet.