MadeForMums, one of the UK’s largest online parenting media brands, has announced the return of pushchairs to its awards portfolio, with the launch of the MadeForMums Pushchair Awards 2027.
Returning after several years away from the brand’s awards line-up, the dedicated programme will celebrate the innovation, design, functionality and value that make a meaningful difference to families, with products assessed through hands-on testing by real parents and children.
The awards will welcome entries from established nursery manufacturers and emerging brands, offering businesses across the sector an opportunity to showcase their products and gain independent recognition from a trusted parenting brand. Reaching 1.2 million monthly active users and generating 1.6 million monthly page views, MadeForMums plays an influential role in family purchasing decisions. Research among its audience found that 90% use MadeForMums when making purchasing decisions, while 62% have purchased a product after reading a review. In 2025, the brand generated £2 million in affiliate purchases.
The launch forms part of an expanded MadeForMums Awards portfolio for 2027, which will also include dedicated programmes celebrating Toilet & Bathtime, Tech, School Uniforms, Wellness and Toys.
Ruairidh Pritchard, Digital Growth Lead – Parenting at MadeForMums, said: “Pushchairs are one of the most important purchases parents make, and it’s a category where thoughtful design and genuine innovation can have an enormous impact on everyday family life.
“We’re delighted to be bringing pushchairs back into the MadeForMums Awards for 2027. As we continue to develop our dedicated awards programmes across Toilet & Bathtime, Tech, School Uniforms, Wellness and Toys, it feels particularly exciting to be giving this hugely important nursery category its own moment in the spotlight.
“With 90% of our audience turning to MadeForMums to help make purchasing decisions, we know the responsibility that comes with recommending products to parents. Our ambition is to create awards that deliver meaningful recognition for brands while helping families make more confident choices, informed by the experiences of parents just like them.”
As with the wider MadeForMums Awards portfolio, real-world product testing will be central to the new Pushchair Awards.
Products will be assessed by families with babies and children, who will put them through their paces in everyday situations, from navigating public transport and busy high streets to tackling different terrains, managing school runs and fitting pushchairs into cars and family homes.
Testing will consider ease of use, comfort, practicality, design and value for money, with family feedback complemented by insight from the MadeForMums editorial team. The programme will build on MadeForMums’ established experience in community-led product testing and its network of 4,300 MadeForMums Club members, who regularly contribute to product reviews, research and first-hand family insights.This approach reflects the importance of trust in purchasing decisions, with 89% of MadeForMums’ audience trusting the brand to deliver credible, expert-backed parenting content, and 88% considering it the best place for reviews.
Emily Longman Wall, Digital Content Producer at MadeForMums, said: “Choosing a pushchair can feel like an overwhelming decision for parents, particularly when there are so many different designs, features and price points to consider. It’s also a product families rely on day after day, so the details really matter.
“We’re incredibly excited to see what the nursery industry has to offer in 2027 and to get these products into the hands of our family testers. There’s no substitute for seeing how a pushchair performs in real life, and we’re looking forward to celebrating the brands that are genuinely making parents’ lives easier.”
The MadeForMums Pushchair Awards 2027 will open for entries in May, with submissions closing in June. Product testing and judging will take place throughout June and July, ahead of the winners being announced in August 2027.
Full details of the award categories, entry criteria and submission requirements will be announced ahead of entries opening.
Nursery manufacturers, distributors and brands interested in taking part are invited to register their interest now to receive updates as further details are confirmed.
To register your interest in the MadeForMums Pushchair Awards 2027, CLICK HERE
