The competition, where parents must submit photos of their babies, will run from now until October 31st.
Three winning babies will be selected each month to be the faces of Leapfrog’s Development feature “which focuses on key achievements in child development and learning.”
Finalists will be invited to a London photo shoot and the first winning baby will be announced at the CyberMummy conference on June 25th.
This is Leapfrog's first ever social media campaign. Samantha Harris, marketing manager, commented: “Many parents choose to share their child’s achievements with friends and family on social media channels and we hope the campaign will encourage more people to do so.”
When visiting the Leapfrog Facebook page, parents must first 'Like' Leapfrog to participate. This method of offering access to something in exchange for a Like is a widely-used tactic to gain extra Facebook fans.
Harris said: "The competition is a great way to engage families with our brand values at Leapfrog and the aim of our work with Mother and Baby."
With the increasing number of parents using social media channels such as Facebook, this was the perfect platform for us to host the competition," she added.