On January 15, 2025, the "Tamahiyoyo Baby Goods Awards 2025" unveiled its winners across 76 categories, showcasing products and services deemed most valuable by approximately 2,000 parents. Organized by Benesse Corporation, known for its comprehensive support for parents through the Tamahiyoyo brand, this year's awards continue the tradition of recognizing exemplary offerings within the field of maternity and child-rearing.
This marks the 16th year of the awards, which gather authentic feedback from parents through online surveys conducted between August 15 and September 8, 2024, among subscribers of related publications such as "Tamago Club" and "Hiyoko Club." Respondents were asked about products they found genuinely helpful during their experiences of pregnancy, childbirth, and parenting.
Among the standout winners was Medela's "Purelan," which clinched the first place for nipple care for the seventh consecutive year. The cream is specially formulated with 100% natural lanolin, making it safe for mothers to use, even during breastfeeding. "Purelan" has garnered praise for effectively protecting and moisturizing sensitive skin, reaffirming Medela's commitment to supporting breastfeeding mothers with scientifically-backed products.
Another noteworthy winner, Kanpo Life Insurance, was recognized for its education insurance services, highlighting the growing importance of financial products supporting families as they plan for their children's future. The accolades reflect consumer trust and satisfaction, as echoed by feedback received from policyholders who appreciated the clarity and accessibility of the insurance offerings. Parents remarked on the straightforward nature of the policies, which were deemed easy to understand and manage.
Understanding the needs of today’s parents, the awards also featured insights on the usage of local government programs aimed at supporting childbirth and child-rearing. It was revealed through the survey results, over 90% of respondents were aware of and utilized the "Childbirth and Child-Rearing Support Gifts" system initiated by various municipalities. These gifts, often valued at 50,000 yen each during pregnancy and post-birth, greatly assist families with necessary baby and maternity products.
Some of the top products chosen included maternity wear, baby strollers, and baby food, emphasizing parents' preferences for practical and readily available items. "It’s comforting to know what other parents find useful," one respondent stated, expressing the community’s eagerness to share insights on effective parenting tools.
The approach of collecting data not just reflects what's trending but also aligns with the real experiences of parents engaging with these products. The organization behind the awards, Tamahiyoyo, has always prioritized real-user feedback, ensuring authenticity and relevance of the products recognized.
This year’s award event not only highlighted winners but also served as a celebration of parenting innovation and community, bringing together thought leaders and influencers within the child care industry.
A special ceremony was held on January 28, 2025, featuring guest speaker Miki Fujimoto, who engaged with attendees during discussions about the winning products and share her own parenting insights. This aspect adds another layer of engagement between parents and brands, fostering trust and connection.
Going beyond the awards, the organization will introduce the "Next Break Award 2025," enlisting users from the Tamahiyoyo app to vote on upcoming products. This engagement also invited fresh ideas, bridging insights from parents and industry experts, thereby creating a more responsive approach to product development.
The completed results and insights from the Tamahiyoyo Baby Goods Awards 2025 can be accessed through their dedicated website and future publications such as "Tamago Club" and "Hiyoko Club." The continuous iteration of these awards highlights the dynamic nature of parenthood today, where products evolve as rapidly as the needs of families.