Finalists named for the 2025 What Parents Love award

The Insights Family, in partnership with Max Publishing, has announced the finalists for the 2025 What Parents Love award, which will be presented at the Progressive Preschool Awards on Tuesday 11 November 2025.

Now in its fifth year, the award recognises the brands that UK parents of 1 to 3 year olds trust most (between 1 January 2025 and 30 September 2025), those that continue to make a real difference to family life through products and experiences that parents can rely on.

The shortlist is based on The Insights Family's continuous research with nearly one million kids and parents each year. This year's finalists reflect a mix of long-standing favourites and newer names that have grown in popularity over the past 12 months.

“Trust is one of the hardest things for a brand to earn, and it's exactly what this award celebrates. The finalists are the brands that parents consistently rely on and value in the products and experiences they provide for their young kids. This year's shortlist includes both long-standing favourites and newer entrants, reflecting the evolving choices parents make. We look forward to announcing the winner at the Progressive Preschool Awards.”Tom Williams, CEO, The Insights Family

The 2025 What Parents Love award finalists

• Chicco
• Disney
• Fisher-Price
• Graco
• Hasbro
• Huggies
• LEGO
• Little Tikes
• Mattel
• Melissa & Doug
• Pampers
• Play-Doh
• Ravensburger
• Tommee Tippee
• VTech

The winner will be announced at the Progressive Preschool Awards ceremony on Tuesday 11 November 2025, at the Royal Lancaster Hotel, London.

For more information on the What Parents Love award and the latest insights into what kids, young people and parents love,contact our team.