Today's Parent to endorse products

Consumers do not have an easy time separating exceptional products from also-rans on store shelves. But a parenting magazine thinks it can help.

Today’s Parent has launched a program that will literally give certain products a stamp of approval based on insights from both readers of the monthly magazine as well as experts and the editors of Today’s Parent.

The program, called Today’s Parent Approved, launched last week and is open to companies that manufacture products in the parenting or juvenile categories (children up to the age of nine).

“This is an important program for our audience. Our readers look to us as a trusted brand,” said Today’s Parent publisher, Rosemary Munroe.

Munroe said products will be judged based on ease of use, value for money and quality.

Submitted items will go through a two-stage judging process.

First, readers of Today’s Parent will evaluate the items. High-scoring products will move to the next stage where they will be evaluated by the magazine’s editors as well experts, such as teachers and parents.

Products approved by the jury will be allowed to use the “2014 Today’s Parent Approved” logo for one year.

Certain products are not eligible for the program, namely infant formula, drugs and remedies, cribs and mattresses, car seats and other travel systems, and helmets.

The deadline to enter the 2014 program is June 17. Full details are available here.

Today’s Parent has been published for nearly 30 years. It is owned by Rogers Media, which also publishes Canadian Grocer.