Moonpig teams up with Heinz

Online retailer’s card range marks smilestones for new parents


Oh baby! Celebrating smilestones is the logic behind Heinz Family and Moonpig teaming up on an exclusive collection of cards for new parents and carers.

Marking the highs, lows and many poo-namis of the initial 12 months of parenting, the Smilestones range has been launched in September, the month when most babies are born in the UK.

A first smile that’s actually trapped wind, poo-namis in public, food fights, racking up five hours of blissful, uninterrupted sleep for the first time in months – these are the joyful, hilarious and unforgettable moments from a parent’s first year that have inspired Heinz Family to work on its first card collection with Moonpig to create seven unique designs each depicting a funny, heart-warming or challenging parenting scenario, or Smilestone.

Above: Heinz Family’s first greeting card collection
Above: Heinz Family’s first greeting card collection

Manya Gupta, marketing executive for Heinz Family, said: “Our first-ever card collection celebrates the messy reality of new parenting, and we know many new parents and carers will be able to relate because, let’s face it, there’s no such thing as perfection when it comes to new parenthood!

“We’re delighted to team up with Moonpig to launch the collection – the relatable and funny humour of their cards felt like the perfect fit to tell the story of the first year of parenting! We hope our cards will bring new parents joy and show them that they’re not alone, we understand and we’re all in it together.”

Sometimes heart-warming, sometimes funny, and always relatable, the cards feature seven Smilestones, all inspired by 1,000 real-life parents and carers who took time out – possibly from picking food off the floor, wiping up wee and putting on the millionth wash load of the day – to share their memories with Heinz Family.

Above: Close-ups of some Smilestones cards
Above: Close-ups of some Smilestones cards

The research revealed the UK’s top 10 Smilestones are:

  1. Nodding and smiling while receiving unwanted baby advice (45%)
  2. The first time you got five hours’ uninterrupted sleep (42%)
  3. The first public poonami (38%)
  4. Laughing and/or crying with your baby together at the same time (37%)
  5. When your baby smiles for the first time but it’s actually gas (35%)
  6. Your baby putting something they shouldn’t in their mouth (35%)
  7. Successfully managing to make your baby burp after a feed (34%)
  8. Your baby vomiting near you (but not on you) (33%)
  9. Your baby refusing to eat the food they loved the previous week (33%)
  10. Finally working out how to unfold the buggy for the first time (32%)
Above: More Smilestones designs
Above: More Smilestones designs

Moonpig’s senior card design manager Dale Boreham commented: “The Smilestones card range was a great opportunity for us to shine a light on some of the more real parenting milestones and gave us the chance to create a range of fun and relatable cards.

“We hope that the likes of the poonami card design or chundersaurus-rex card will resonate with new parents while also bringing back some funny memories to all those who shop the range”.

Heinz Family and Moonpig are also inviting parents and carers to share their own Smilestone moments with a week’s worth of Heinz Family products and a £100 Moonpig voucher waiting for three lucky winners. Head over to their Instagram pages to enter until Thursday, 29 September.

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