Mumsnet to launch branded home, beauty, fashion and grocery products to appeal to parents


The UK’s largest website for parents, Mumsnet, has signed The Point.1888 to deliver a brand licensing programme in support of its mission to ‘make parents’ lives easier’.

As part of the programme, Mumsnet has tasked The Point.1888 to create new branded products across categories such as home, beauty, fashion and grocery which they’ve identified will appeal to or solve the problems faced by its community.,

The Point.1888 will also seek collaborative partnership opportunities and drive demand for Mumsnet’s product testing services and its Mumsnet Rated badge, which informs parents that the product on which it sits has been tested by hundreds of parents who sign  up to review products on behalf of Mumsnet. 

Mumsnet has a community of 10 million unique monthly users, 10,000 influencers and is a highly regarded source of trusted advice and peer to peer support. By expanding on their current brand licensing efforts with The Point 1888, Mumsnet hopes to develop partnerships with brands which will deliver useful products to parents, by giving the trusted Mumsnet community of parents the opportunity to lead the way in developing products.  

For The Point.1888, this deal provides further evidence of its position as the next generation of brand licensing as the programme is expected to create products never traditionally covered in the industry until now. Its retail-first brand extension model has been one of the drivers of the agency’s 279% growth in the last 12 months, and helped it win the sought after brand of Mumsnet.

Commenting on the deal, Helen Rowley, head of commercial oOperations at Mumsnet, said: “We’re excited to be partnering with The Point.1888 to create new products that truly make parents’ lives easier, and we look forward to seeing our partnership delivering great solutions for brands and consumers.”

Will Stewart, managing director, The Point.1888, said: “Mumsnet’s credibility and influence is incredibly valuable to retailers, manufacturers and brands and we’re delighted to be the agency it’s chosen to take advantage of this. We are extremely excited to be working with such an incredible brand which started with a purpose to help other parents, and still that is what the business delivers day after day.”