Mummy Blogger Brand Index – May


mummy blogger brand index

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



Sally Whittle is founder of the Tots100, Foodies100, BlogSummit and the MAD Blog Awards. When she's not working, she can be found blogging at Who's the Mummy, or having fun with her 8 year old daughter, Flea.

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