By Aixa Bellido de Luna and Amanda Delgado

Refreshed January 22, 2023

From trends seen at Toy Fair to Holiday Gift Guide Shows and every seasonal moment in between, parenting reporters need the 411 on what’s new for families all year round. They’re looking for the latest and greatest and we want to deliver.

We’ve discovered what works and how to pitch toy reviewers and parenting reporters — here’s what you need to know.

There’s a difference when you reach out to a parenting reporter or editor versus someone like a consumer tech reporter. In all cases, pitches should focus on the who (the product or service you are pitching) and the why (why should reporters care). 

But there's an added layer of potential personal connection here. In many cases, parenting reporters are also parents themselves. 

Pro Tip: Make connections with parenting reporters and toy reviewers by paying attention to what they tell you directly or in public forums like their social feeds. Take note of their children’s ages, birthdays, or even grade levels. Another great opportunity to listen is at in-person events where conversations naturally get a little more personal.

The following parenting writers are go-to contacts to keep in your rolodex. 

5 of Our Favorite Toy Reviewers and Parenting Reporters 

Marisa LaScala

Marisa LaScala has been the Senior Parenting and Relationships Editor at one of the most reputable lifestyle publications, Good Housekeeping, since 2018. She shares the latest innovations and advice for every aspect of parenting. Many of Marisa’s articles are roundups featuring toys categorized by age, such as toys for 4-year-old girls or unique baby gifts for new parents and infants.

Check out her article including one of our clients, Educational Insights (featured as their hero image, too!).

Jessica Hartshorn

Jessica Hartshorn is a veteran in the parenting space. She has jumped around multiple publications such as Parents Magazine and American Baby (to name a few). She is currently a Product Analyst for Hearst Magazines, a contributing writer at Good Housekeeping, and a freelance feature writer at Scary Mommy. Her goal is to help parents everywhere achieve a “happy home life” by helping them make decisions, pick the right battles, and be the parents they want to be. 

She features two of our educational toy clients in this roundup of best baby and toddler toys of 2022. 

Maya Polton

Maya Polton is a writer and mom of three with over 15 years of experience in digital media and communications. While she specializes in baby products and lifestyle content, she also writes about motherhood for publications like VeryWell Family and Better Homes & Gardens. She has covered topics such as the best maternity pajamas, gifts for expectant mothers, and maternity leggings and coats. Here’s a tip: set up face-to-face conversations (including virtual)! They go a long way to building a relationship with Maya. 

Check out her coverage of the best gifts for a 4 year-old girl, featuring our client Learning Resources. 

Gabby Cullen

Gabby Cullen is currently the Senior Lifestyle Editor at TinyBeans, known also as Red Tricycle (for you veterans). Along with creating awesome content for TinyBeans and planning stories on all things parenting-related, she is a mom of two living in Texas.

Gabby covered one of our clients who donated educational toys and printable worksheets translated into Ukrainian for children in that region.

Jill Layton

Jill Layton is a writer and editor whose work you may have seen in publications like Scary Mommy, Hello Giggles, Techwalla, and more. Her stories run the gamut from the best binge-worthy TV shows to items your kids will love.

She included our client in the best Easter basket fillers for Scary Mommy.

Pro Tip: Not every parenting reporter is a parent and you won’t want to assume. You can figure that out through research or conversations with the reporter — it is relationship-building after all! 

Building that relationship by showing you understand their passions and personal family situations can lead you to move from round-up coverage (“14 best toys that are mom-approved”) to feature stories (“How boardgames can unlock imaginations”). That’s a sweet place for a brand to be because you stand more obviously apart from others in your category. 

As consumers search for the latest gadget to buy or trend to hop on for themselves or their little one, they entrust journalists and toy reviewers to vet these products and provide recommendations that make parenting easier, and more joyful, and help their little ones grow. Don’t forget to add these must-know reporters to your next media list as we head into the busiest holiday season yet.