VTech reveals insight into parenting milestones and partners with ex-England Lioness and new mum Ellen White to celebrate the magic of the parenthood journey.

In partnership with ex-England Lioness and new mum Ellen White, VTech has launched its latest campaign, which shows that goals are often re-prioritised during parenthood.

A survey of UK parents of children aged four months to four years, commissioned by VTech Baby, reveals the milestone mindset both before and after having a child. Alongside other insights, a huge 86% of those surveyed said that their idea of milestones changed once they had a baby. When asked how, answers included:
“My personal goals became less important”, “I was more relaxed, realistic and made them more achievable”, “I measure success differently now”, and “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 commented: “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.”

88% of respondents also said they purchased toys to encourage and develop their little ones along the way, and of those, 86% said those toys worked in supporting their little ones to achieve a next step.

Rebecca Lazarus, UK Marketing manager for VTech Baby, commented: “Whilst it is wonderful to see that 87% 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. The brands best-selling toys for developmental milestones include:

• Tummy Time: 4-in-1 Tummy Time Fawn – This soft, cuddly tummy time pillow includes four ways to play and has multiple textures, patterns, and colours for visual and tactile stimulation.
• Crawling: Explore & Discover Roller – Rolling, pushing and moving this toy triggers fun sounds and melodies as kids strengthen muscles and support hand-eye coordination with gears, rollers, beads and a ladybird slider.
• Walking: First Steps Baby Walker – 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.

To view VTech Baby’s range of toys, including more of those designed to encourage the magic of milestones, click here.