LONDON, December 10, 2015 /PRNewswire/ --

Brands from around the world have come together to support an exciting new online platform for parents of babies and toddlers. Top 100 Baby Products  features the most useful products needed for newborns to toddlers, as voted on by 10,000 real parents from across the UK. The brands include iCandy, Cybex, Lindam, Beaba, Nannycare, Hipp Organic, BT, Chicco, and Aden + Anais plus a lesser known brands discovered and loved by real parents from across the country.

     (Photo: http://photos.prnewswire.com/prnh/20151209/294631 )

A year in the making, the content platform is FREE for everyone to see online and via special edition digital and print books. The launch also introduces The Inside Edit, a collaborative blog featuring the top brands, industry experts, writers, researchers, photographers, foodies, illustrators, teachers and everyday parents. 

The platform is the brainchild of two online experts (who also happen to be parents!), husband and wife team, Leticia and Zac. Leticia a former assistant buyer with Net-A-Porter.com and Zac is a former Property Expert. Wide-eyed parents of two young children, they struggled with the myriad of baby products on the market and traded in their jobs to help guide and inspire new parents. "We were immediately thrown into confusion and panic… How do you choose the right products from an overwhelming sea of choices and determine what information is reliable?" says Leticia. "We researched the reality of becoming parents and the results are astonishing - we're entering parenthood working harder than ever. There is an increase in parent couples in full time work, and the cost of housing and childcare has meant grandparents are heavily involved in the parenting experience." adds Zac. With 10% more baby products entering the market in 2016, the experience isn't getting any easier.

The Top 100 Baby Products reduces the choice overload effect (which often results in delayed and regrettable decisions being made) and is based on five key criteria; style, functionality, price, safety and learning & development. The team reaches out to parents to vote via focus groups, birth centres, baby shows, health centres, nurseries, online parenting networks and social media. With no pre-selected list of products to choose from, parents can vote for any product that has made a difference to them. 

The final Top 100 Baby Products list is presented under 10 distinct categories, each featuring 10 unranked products.

Here is the official launch video: https://www.youtube.com/watch?v=wojLz0Y4t94

For further information, pictures and interviews, please contact Sasha Jordan: sasha@top100babyproducts.com

SOURCE Top 100 Baby Products