Leading toy brand reveals insight into parenting milestones and partners with ex-England Lioness and new mum Ellen White to celebrate the magic of the journey
A survey of UK parents of children ages four months to four years, commissioned by toy brand VTech Baby, reveals the milestone mindset both before and after having a child. In partnership with ex-England Lioness and new mum, Ellen White, the campaign shows that goals are often re-prioritised during parenthood. VTech Baby encourages celebrating not only milestones, but the little moments of magic that can be found along the way.
Seventy per cent of those surveyed said that pre-parenthood, they set themselves personal milestones, and 91 per cent said that these motivated them to achieve more in life. When asked what the biggest influence behind these milestones was, 46 per cent said ‘family’, with only 10 per cent stating they were motivated by friends and just seven per cent by experts. Overall, many stated that they set goals for their own personal development and growth, and 69 per cent said these were not set on the expectations of others.
 A survey of 697 UK parents by the leading young family sector market research company Mumsviews, undertaken in October 2023.
In a new role
Unsurprisingly, a huge 86 per cent of those surveyed said that their idea of milestones changed once they had a baby. When asked in what way, verbatim answers included: “My personal goals became less important.”, “I was more relaxed, realistic and made them more achievable.”, “I measure success differently now.”, “My priorities changed, so my milestones reflected that.”
This is a sentiment that ex-England Lioness – and now new mum – Ellen White can relate to. She says:
“As a professional footballer, I have always had a mindset-orientated focus which has driven me to achieve things, sometimes against the odds. But there is no doubt that having a baby, whose needs I want to put before my own, not only changes that focus but has given me an incredible sense of perspective and has brought huge joy. It is so wonderful to see Maeve as she grows and develops – such a delight to watch as she achieves, not just the big milestones such as sleeping through the night and sitting up, but also the small moments of magic, like a little smile.”
Supporting next steps
Forty-five per cent of parents said that they transferred their milestone mindset to their baby, with 69 per cent saying they researched the key milestones before their baby was born. Eighty-eight per cent said that they purchased toys to encourage and develop their little ones along the way, and of those, 86 per cent said those toys worked in supporting their little ones to achieve a next step.
Rebecca Lazarus, UK Marketing Manager for VTech Baby comments on the campaign; “Whilst it is wonderful to see that 87 per cent of those surveyed said it was reassuring to buy toys from well-established, trusted brands who research and develop their products specifically for milestones, we totally recognise that it’s not all about the big achievements. Very often it is the complete opposite, with such joy often being found in the little daily moments. All babies are unique, and each and every one of them develops at a different rate. We encourage parents to relax and enjoy the journey without worrying or comparing.”
VTech Baby has a range of toys designed specifically to support little ones as they grow and develop. From the first time that their eyes light up in recognition of a loving face or a familiar toy, to the photo-worthy instances of starting to crawl or walk, VTech Baby is on hand to gently support and develop – and well as adding fun and laughter. Here is a selection of their best-selling milestone toys:
4-in-1 Tummy Time Fawn RRP £34.99
Age 3-36 months
This soft, cuddly tummy time pillow includes four ways to play. As your little one grows the fawn will provide and support tummy time, sitting, take along and on the go play. Soft textures support and encourage tactile awareness. As they grow and develop, the detachable hippo rattle, self-discovery fox mirror and electronic piano are designed to keep them engaged. Light up piano keys on the removable piano introduce animals, sounds, sing-along songs and melodies. Fawn has multiple textures, patterns, and colours for visual and tactile stimulation.
Explore & Discover Roller RRP £22.99
Age 3-36 months
Grow-with-baby from sitting to crawling with the Explore & Discover Roller by VTech®! Five different ways to play support and encourage continuous play, three light up keys introduce animals, colours, numbers and play piano notes. Tap the large drum button to hear different beats and sounds. Rolling, pushing, and moving the roller triggers fun sounds and melodies. Strengthen little muscles and support hand-eye coordination with gears, rollers, beads and a fun ladybird slider. Includes 18 upbeat melodies and seven fun sing-along songs. Let’s have lots of rolling fun together!
THE MAGIC OF MILESTONES – FIRST STEPS
First Steps Baby Walker RRP £42.99
Age 6-30 months
Known and loved by many, this 2-in-1 walker and activity centre can help and support littles ones as they embark on their first steps! The fun-filled activity panel includes five light-up buttons, shape sorter, gears, animal buttons and a role-play phone, and can be removed from the walker for sit-down play too. It plays fun music and friendly phrases, introducing numbers, shapes, and animals.
To view VTech Baby’s range of toys, including more of those designed to encourage the magic of milestones, visit www.vtech.co.uk.