Baby born teams up with iChild to celebrate doll’s 30th birthday

Published on: 2nd September 2021

The partnership, which launched yesterday, will mark the milestone with special educational activity packs and dolls gifted to 500 nurseries.

Baby born’s 30th birthday will be celebrated at hundreds of nurseries across the country through a partnership with educational resource experts iChild.

The partnership, which launched yesterday (1st September), will see the doll’s milestone birthday turned into an opportunity for learning and fun.

Five hundred nurseries will be invited to claim their own Baby born Magic Doll, helping to bring the activities and celebrations to life, spark imagination and encourage all kinds of development – from social skills surrounding friendships and sharing, to supporting their writing, counting and motor skills.

During the autumn term, thousands of children will also receive a Baby born Birthday Activity Pack, produced in collaboration with and distributed by iChild, which provides a wealth of special activity ideas and resources that support the Early Years Foundation Stage (EYFS) educational framework.

The educational pack includes five engaging and exciting activities, each designed to help little ones reach developmental milestones in physical development, vocabulary, expressive arts, mathematics and building relationships. Each activity, which has both independent and adult-led tasks, is linked to Baby born’s birthday, with themes including planning a party, getting dressed for the party, party games, party friendships and saying thank you.

In the last two years, iChild has been involved in two previous campaigns with Baby born, which received great feedback and saw 95% of participating education providers recommending Baby born dolls to other educators, and 93% recommending them to parents. As a result, Baby born has been awarded the iChild Recommends status for the next 12 months.

Educators also remarked that the dolls proved a valuable asset for children with Special Educational Needs, boosting their confidence, enabling them to interact without needing to be verbal, and bringing out nurturing skills.

The full range of activities from the Baby born Activity Pack is hosted on and available for all members, including educators and parents, to download and use at home and in the classroom. The campaign will be underpinned by a web takeover for the month of September, targeted emails to iChild’s 60,000 strong database of members, plus social media support.


Strong Hobbycraft profits lead to three new stores

Top Gun: Maverick breaks $1b barrier at box office

Retailers warn that online sales tax will damage small businesses

Moose Toys’ team raises money for children’s hospice in Rainbow Run

Get involved in the August issue of Toy World

Rising cost of living sees retail footfall slump

Melton Toys closes after 12 years in business

Eolo Toys launches Supermasked Stretch Tech Figures

Good weather window results in early start for Light Fund Charity Swim

Hey Duggee set for first live UK tour