Any man that has had a new baby since December 7th, 2006 or who has a baby before December 7th, 2007 is eligible to enter the Tomy competition.
Fathers or their partners, parents or friends, can enter via tomy.co.uk/daddyidol or through the November issue of Prima Baby, which has been signed as a print media partner.
Nine regional finalists will be selected for the Daddy Idol finals with the overall winner being decided by an online public vote. Online voting will go live on January 25th, 2008.
The winner will star in the 2008 national print advertising campaign for the Tomy Freestyle Carrier range, launched this Autumn, which her been designed to have unisex appeal.
European Business Head for Tomy Nursery, Joanne Gray, said: “We know how much new Dads love carrying their babies. It’s a great bonding time.
“With a new carrier range to advertise, it makes sense for us to feature a real life new Dad in our new campaign.”