For 12 years MamaMagic, The Baby Expo has undoubtedly been the premier parenting exhibition, and the largest of it’s kind, in Africa carrying, an enormous amount of credibility with parents and exhibitors alike.

MamaMagic exhibits some of the most trusted and long established brands in the country, giving new products and services in the parenting market the desired, invaluable exposure and credibility they need.

It is with this in mind that Projeni Pather, founder of MamaMagic, explored and eventually brought to life her brainchild, the MamaMagic New Product Awards.

“These awards recognise and reward newly launched products in the pregnancy and parenting industry,” said Pather. “The expo is the perfect platform to showcase new products to this very captive market. Brands have the opportunity to not only get their new products the exposure they need, but we are then able to provide feedback from industry experts and parents alike about the product.”

There are ten categories for the New Product Awards and these include: Baby Essentials, Mom Essentials, Play, Safety, Travel, Feeding, and Nursery. There are also two special awards which applaud products that are environmentally friendly and those that are locally manufactured and the coveted Parents’ Choice award.

The judging process, even with experienced experts and moms, was no easy task. “There are so many similar products in the baby industry. The role of our judges was to ensure that they selected the finalists based on unique features that make parents’ lives easy. Other judging criteria included, good value for money, practical and easy to use therefore saving busy parents time,” concluded Pather.

The prestigious New Product Awards will announce the winners at a breakfast ceremony on 11 February. Projeni Pather, founder of MamaMagic and other eloquent speakers such as Astrid Ascar renowned media personality and father Proverb will address the attendees.