Kiindred launches inaugural 2025 Kiindred Baby & Toddler Awards – A new generation of awards, for a new generation of brands and parents

Kiindred, one of Australia’s leading parenting platforms, has announced the launch of its inaugural 2025 Kiindred Baby & Toddler Awards – a fresh, new initiative to celebrate the brands parents trust and love.

 

 

Entries are now officially open at www.kiindredawards.com.au.

Founded by Emmy and Sabir Samtani, Kiindred was born from a shared mission to simplify the parenting journey. Emmy brought her firsthand experience as a new mum navigating information overload, while Sabir, formerly co-founder and creative director of digital agency REBORN, brought a decade of branding and creative expertise to help build a platform that truly connects with today’s modern parents.

Mixing expert validation with the power of real parent engagement, the Kiindred Awards offer brands the chance to earn meaningful recognition and a whole lot more. With two awards available in every category, Expert’s Choice and Parent’s Choice, entrants have twice the opportunity to connect with today’s parents in a way that is both credible and real.

The Expert’s Choice awards will be selected by a multi-disciplinary panel of Kiindred’s esteemed parenting experts – including midwives, psychologists, dietitians, occupational therapists, mothercraft nurses and more.

Already confirmed on the panel are:

Emily Hanlon – The Playful Psychologist
Jessica Beaton – Paediatric Dietitian from One Handed Cooks
Chris Minogue – Australia’s foremost Mothercraft Nurse with over 35 years of experience.
Nicole Katzenellenbogen – Occupational Therapist
Lauren Brenton – Endorsed Midwife

Times have changed, and parenting looks a little different than it used to – so the awards and recognition should reflect that:

• Expert-approved and parent-loved: Judged by trusted professionals and voted on by real Australian families.

• Transparent and trusted: Clear criteria, real feedback and an even playing field for brands – no hidden agendas or partnerships.

• Impact that lasts beyond a win: Year-round exposure through content, SEO, social media, and creator campaigns.

“Parenting in 2025 is so different to previous generations,” says Emmy Samtani, Founder of Kiindred. “We’re not only overwhelmed with conflicting information at our fingertips, but also an insane amount of parenting products. We’re here to reduce the overwhelm for parents with our Kiindred Baby & Toddler Awards, and guide them through their product choices. Plus, brands deserve recognition that actually drives influence. The Kiindred Awards are about building real connection, real trust, and real growth.”

Brands entering the 2025 Kiindred Baby & Toddler Awards will unlock a multitude of benefits – from featuring in socially-led amplification and “Best of 2025” guides to gaining exposure across Kiindred’s highly engaged ecosystem, reaching millions of Aussie parents every month.

The Kiindred Baby and Toddler Awards will connect with Aussie parents where they are – in their social feeds – at every phase of the awards. Kicking off with our community of Kiin Creators promoting the awards in their own feeds, real Aussie parents will be encouraged to cast their vote in the Parent’s Choice Awards to win a major prize meaning even more reach for participating brands. From start to finish, Kiindred’s signature content style will ensure meaningful interactions for parents and brands.

Today also marks the launch of kiindredawards.com.au – Kiindred’s all-in-one self-service platform where brands can learn everything about the Awards, nominate themselves, and upload all product details in one seamless destination. Designed for simplicity and ease for busy marketers and small business owners, the new platform empowers brands to take control of their Awards journey, while offering guidance and support every step of the way.

Key Dates:
Brand Nominations Open: 29 April – 30 May 2025
Consumer Voting Period: 16 June – 11 July 2025
Winners Announced: 31 July 2025

Want to nominate your brand? Visit www.kiindredawards.com.au to find out more and enter today.