A first look at products capturing parent attention this holiday season
MT. LAUREL, N.J., September 29, 2025 – Each year, hundreds of new baby products enter the market, making it harder than ever for parents to know which ones truly stand out. The Baby Safety Alliance Awards of Excellence program, established in 1989, recognizes the best new products of the year, whether already on shelves or soon to launch.
Selected by safety experts, baby-focused journalists, and retailers rather than by marketing claims, this year’s finalists feature some of the most talked-about new items in time for the holiday season, from multi-stage products that grow with your child to smart baby gear for home and on the go.
“These awards have always been a way to see what’s next in baby gear,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “This year’s finalists point toward a future defined by smarter design, sustainability, and solutions that reflect how families actually live.”
Award winners will be chosen in 12 distinct categories, along with Best in Show and Innovation. Families nationwide also have a voice through the Parents’ Pick, open for voting until October 12, 2025, at https://www.babysafetyalliance.org/page/parents-pick.
“Participating in the Baby Safety Alliance Awards of Excellence review panel was an incredibly meaningful experience," said Callie Hoffman, Director of Advocacy for All For Moms Foundation. "The Baby Safety Alliance made the process streamlined, thoughtful, and impactful—ensuring that every step highlighted the importance of advancing safety for babies and families.”
Winners will be announced on October 18, 2025, during the Prego Expo in Orlando, Florida.
About the Awards of Excellence The Baby Safety Alliance Awards of Excellence recognizes the products, services, and solutions in the prenatal to preschool market and serves as a key fundraiser for the Baby Safety Alliance’s philanthropic arm, the Baby Safety Foundation, which supports better outcomes for infants and toddlers. Initiated in 1989, the Awards of Excellence (formerly the JPMA Innovation Awards) is the longest running product competition in the baby and children’s industry.
About the Baby Safety Alliance The Baby Safety Alliance is the trusted voice for baby and children’s product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.
About the Baby Safety Foundation The Baby Safety Foundation is the philanthropic arm of the Baby Safety Alliance. Founded in 2021, our 501(c)(3) charitable organization aims to create better outcomes for infants and toddlers by reducing preventable injuries and deaths and providing families in need with donations of time, talent, and product.
We champion safer products for babies and peace of mind for parents.
The Baby Safety Alliance is professionally managed by Association Headquarters Inc., a charter accredited association management company. Form 990 - 2023
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