The nurturing doll brand Baby Annabell has launched the second year of its Ask the Experts campaign, in a bid to help parents create new routines and rituals that will set their children up for success this school year.

Following the success of 2020’s campaign, this year’s experts will advise on three core elements of home life: sleeping, eating and mental wellbeing.

Taking their places on the panel are celebrity psychologist and author of The Sunday Times’ best-selling cookbook ‘What Mummy Makes’ Rebecca Wilson; specialist sleep consultant Lucy Wolfe; and Anna Williamson, a familiar face for lovers of Channel 4’s Celebs Go Dating, who is also the host of hit podcast Breaking Mum and Dad and an expert in handling anxiety as a parent.

While Baby Annabell is renowned for helping small children to develop nurturing skills, Baby Annabell’s Ask The Experts campaign has been designed to support parents, acknowledging the myriad of questions and conundrums that modern mums and dads face every day. After capturing parents’ attention with its online expert Q&As in 2020, this year’s campaign promises to be bigger and better.

Anna, Rebecca and Lucy will take part in individual Q&As on Baby Annabell’s Instagram channel. Each expert will also explain how products from the Baby Annabell range can be used to help children with key development skills and milestones – from practising bedtime with the Sweet Dreams Crib, to feeding Baby Annabell at the Lunch Time Table.

They will also share their advice as part of the campaign on their own social channels, blogs, videos, and other content that will be available on the Baby Annabell website and in parenting media.

Zapf Creation marketing manager Kasia Leskow said: “Our Ask the Experts campaign will support families as they navigate the challenges that the first school term can bring for parents with young children. Starting or returning to school can feel overwhelming, but we hope our experts will help to instil calm and confidence into new daily routines, setting families up for year-long success.

“Our Ask the Experts campaign will support families as they navigate the challenges that the first school term can bring for parents with young children”

Zapf Creation marketing manager Kasia Leskow

“Our product range reflects the daily lives of our customers, helping children to find joy and understanding around bedtimes, make sense of mealtimes, and build emotional intelligence. We’ve drafted in experts that align with these themes, meaning that while children learn through play, parents can call upon the wisdom of our experts.

We’re known for helping children get to grips with vital development skills; now we want to support parents as they help their children to eat well, sleep well, and be happy during term time and beyond.”

A media partnership with My Baba will see all the experts’ tips communicated in one place, alongside corresponding products from the Baby Annabell range. With a PR and social media campaign also underway, Baby Annabell and its chosen experts hope to reach and help thousands of parents.

Information about the Ask the Experts campaign and the Q&As can be found on Baby Annabell’s UK Instagram page and website.

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