The Kardashians are looking to ensare a new generation of fans with the release of a collection of kids clothing.
People seem convinced Barbie instils in her preschool fans a false and remarkably detailed standard of beauty.
Pictures of 'normal Barbie' swept the web last year and now her designer is crowdsourcing funds to make her a reality.
Designer clothing rental services for kids are the new thing in the States, but do they encourage materialism?
Mock miniature groceries are sparking warnings about the power of marketing to children.
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We asked Essential Mums readers and their kids to roadtest the LEGO City starter kit. Here's what they thought.
Safety experts are trying to educate parents about the dangers of button batteries after the death of a young Australian girl who swallowed one.
They may be cute and help warm your kids up in the colder months, but cuddly toys containing wheat bags can be dangerous.
Choosing a bike can be overwhelming for parents. Here are some suggestions from experts on bicycles and safety, to simplify the process.
Earlier this month Mattel gathered together a bunch of influential mummy bloggers to discuss one of the great mysteries of modern life: why mums don't know how to play Hot Wheels with their sons.
The recall of 25 faulty toys and leisure goods last year shows why New Zealand needs stricter controls around consumer products, watchdogs say.
With three weeks to go until Christmas, the pressure is on to get sorted with gifts. Essential Mums has scoured a range of gift ideas for you, in case you needed some inspiration.
Lottie, a wholesome girl-next-door doll, has been modelled on the average nine-year old girl's body shape rather than Barbie's unrealistic curves.
Santa is stockpiling Lego and radio control vehicles for Kiwi kids this Christmas, Trade Me says.
Gender stereotyping becomes a big hit as Lego targets girls with their latest line.
I f you look around you chances are you'll find young children engrossed, not in the world around them, but in their new digital reality.
Two Wellington mums take ordinary socks and turn them into cuddly companions for sick children.
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