Mummy Blogger Brand Index – May

Each month the Tots100 team looks at the entire output of the British Mum and Dad bloggers in the Tots100 index and calculates what brands and products UK parent blogs are talking about most.

The Mummy Blogger Brand Index isn’t a measure of sentiment, but it does allow us to see what brands British parents are talking about – and how that conversation is being shaped by PR and blogger outreach campaigns.

This month, the most talked about brand by a huge margin (with more than twice the number of mentions of the second ranked brand) was Lego. Hardly surprising – in May, the company distributed products to bloggers for review directly, and products were also reviewed as part of a Netmums scheme that pays bloggers to review products. What’s more, Lego is also sponsoring delegates to a Mummy blogging conference taking place next month – generating even more conversation.

Another much talked about brand in the past month was Disney, which invited bloggers to preview its new store in London, and Three, which launched a Mums on the Go programme to persuade Mummy bloggers of the benefits of smartphones.

Review campaigns that worked particularly well this month include George Foreman, which asked Mummy and Daddy bloggers to review and give away grills as part of National Get Grilling Week, and Annabel Karmel, who sent out review copies of her latest cook book to parent bloggers, and ran a giveaway.

The full top 50 brands on UK parent blogs this month is as follows:

1. Lego
2. Disney
3. Duplo
4. George Foreman
5. Winnie the Pooh
6. Three (MiFi)
7. Annabel Karmel
8. MAD Blog Awards
9. Zumba
10. Johnsons
11. Peppa Pig
12. Netmums
13. Powermat
14. Kiddicare
15. Avon
16. Puraspace
17. Bounty
18. BBC
19. Legoland
20. Morphy Richards
21. Sainsbury
22. Colgate
23. Wii
24. Huggies
25. Cath Kidston
26. Vileda
27. Nintendo
28. Spongebob
29. Little Tikes
30. Drayton Manor
31. Ikea
32. Leapfrog
33. Selfridges
34. Interflora
35. Littlewoods
36. Panorama
37. Waitrose
38. Mums on the Go (Three)
39. Baby Bjorn
40. BlogCamp
41. Galaxy
42. Giffords Circus
43. Kindle
44. Landrover
45. Mencap
46. Philadelphia
47. Playmobil
48. Schwartz
49. Tylenol
50. Xbox

About Sally

Sally is founder of the Tots100, and hopes one day to become an Evil Overlord and take over the world. In the meantime her blog, Who's the Mummy, is all about life as a single Mum to seven-year-old Flea.