Media Kit · 2026 / 27

One family of brands, every stage of her journey.

We meet mums at one of the most emotional moments of pregnancy, her private baby scan, and stay with her through pregnancy, baby and the toddler years. Sampling that goes straight into her hands, print she keeps, and digital she trusts, all under one roof.

See the opportunities Start a conversation
A mum-to-be at her private scan with her Custard & Crumble pregnancy pack
210,000
pregnancy gift bags handed over a year
15,000
mums signed up on motherhood.online
500-700
new sign-ups every week from the packs
186
private scan clinics nationwide
Window to the Womb / The Parent Room / Custard & Crumble / Motherhood
Everything inside the Custard & Crumble pregnancy pack: Motherhood magazine, nappies, wipes, bottle and product samples
Inside the pack

Everything she unwraps at her scan

Gifted at her private pregnancy scan and opened with excitement: Motherhood magazine, trusted first-baby essentials and the product samples families actually use, with your brand right there in her hands.

The audience

Who your brand meets

Gifted at private pregnancy scans at around 18 - 22 weeks, the pack reaches a premium, highly receptive audience at the very start of the parenting journey. Parents love to try before they buy, and the gift bag puts your product right in their hands.

71% first-time parents Premium ABC1 & C2 Aged 25 to 34 UK nationwide
4K
packs sent every week
54%
received by week 20 of pregnancy
90%
of partners present at the scan
40%
more likely to buy a brand they have already seen
What mums tell us

Over 10,000 mums told us who they want to hear from

We ask every pack recipient for feedback. In our 2026 survey, 10,294 mums responded, and 3,596 told us in their own words which brands and products they would love to find in their pack.

10,294
mums responded to our recipient survey
3,596
wrote in the brands and products they want to hear from
850+
asked for a specific brand by name
1 in 12
said they are happy to hear from any brand
Most requested categories

What they want more of in the pack

Number of mums mentioning each category when asked what else they would like to hear about
Nappies & wipes
250
Feeding: bottles, pumps, formula
166
Eco, organic & reusable
142
Prams, car seats & travel
73
Nursery & sleep
61
Maternity clothing
52
Postpartum & mum care
51
Baby skincare & toiletries
42
Vouchers & discounts
39
Budget-friendly options
32

"I'm a first time mum so don't know many brands yet"

Pack recipient, 2026 survey

"It would be nice to be able to sample different nappy brands"

Pack recipient, 2026 survey

"I'd like to know about any good products or popular products as I am so new to this"

Pack recipient, 2026 survey

"Organic or eco-friendly products like cotton wool pads, reusable nursing pads"

Pack recipient, 2026 survey
Why it matters: most of these mums are first-time parents who have not chosen their brands yet, and they are asking to be introduced. Put your product in the pack and yours is the brand they discover first. Want to know what they think of it? Add your own questions to our recipient survey.
Custard & Crumble

Pregnancy pack sampling

With over 10 years of product sampling experience, we gift a beautiful sample pack at private scan appointments across the UK. No wastage, no duplication, 100% pregnant, in a moment that is all about baby.

210,000
packs distributed every year
3 refreshes
pack contents refreshed three times yearly
186 clinics
nationwide private scan network
Free gift
received with excitement, not skimmed past
Hand to hand
delivered directly at the scan
Headline opportunity

Full bag sponsorship

Exclusive sponsorship of the Custard & Crumble pregnancy pack for one full batch of around 70,000 packs. Your brand is the first thing every parent-to-be sees.

Own the whole batch

  • Your logo and QR code on every bag in the batch
  • 1 full-page premium advert in Motherhood magazine
  • 1 double-page advertorial in Motherhood magazine
Optional add-on: a solus email to the roughly 70,000 recipients of your batch.
Investment
£5,000
per batch · around 70,000 packs
Enquire about sponsorship

The advert and advertorial included here are worth over £4,700 at magazine rate card.

Rate card

Sampling & inserts

Put your product, or your message, directly into the hands of pregnant families. Every option below places you inside the pack itself.

Product sampling
Single product sample
Your product in one batch of around 70,000 packs
POA
Full-run branded insert
A5 leaflet in all 210,000 packs across the year
£0.075per leaflet
Single batch branded insert
A5 leaflet in one batch of 70,000 packs
£0.080per leaflet
Geo-targeted branded insert
A5 leaflet in specific regions across the year
£0.095per leaflet
Add-ons
Catalogue insertion
Your product catalogue in one full batch of 70,000 packs
POA
Social media feature
The C&C unboxing, dual channel across Motherhood and a 50K+ influencer on Instagram
£1,500
Email to sample recipients
A solus email to the opted-in mums who received your sample, 70,000 addresses per send. Bulk discounts available.
£115per 1,000
Survey questions
Add your own questions to our recipient survey, answered by over 10,000 mums, for valuable insight on your sample and mums' propensity to purchase.
POA

All prices exclude VAT.

Booking schedule

2027 editions & deadlines

Each edition is one Custard & Crumble pack batch of around 70,000, with Motherhood magazine inside. Here is when every 2027 batch goes out and when we need your content, artwork and samples.

Selling now
Edition 9 · Pack 28
Jan – Apr 2027
70,000 packs, Custard & Crumble + Motherhood
Deadlines
Content30 Oct 2026
Ad artwork5 Nov 2026
Print date11 Nov 2026
Samples & inserts23 Nov 2026
Open
Edition 10 · Pack 29
Apr – Aug 2027
70,000 packs, Custard & Crumble + Motherhood
Deadlines
Content5 Mar 2027
Ad artwork12 Mar 2027
Print date19 Mar 2027
Samples & inserts26 Mar 2027
Projected dates
Open
Edition 11 · Pack 30
Aug – Dec 2027
70,000 packs, Custard & Crumble + Motherhood
Deadlines
Content25 Jun 2027
Ad artwork2 Jul 2027
Print date9 Jul 2027
Samples & inserts16 Jul 2027
Projected dates
Open
Edition 12 · Pack 31
Dec 2027 – Apr 2028
70,000 packs, Custard & Crumble + Motherhood
Deadlines
Content22 Oct 2027
Ad artwork29 Oct 2027
Print date5 Nov 2027
Samples & inserts12 Nov 2027
Projected dates

Projected dates are confirmed nearer the time. Edition 9 is booking now, so get in touch to secure your space.

In every pack

Motherhood magazine

A little print in a digital world. Motherhood magazine is gifted inside every Custard & Crumble pregnancy pack, packed with advice, tips, competitions and offers. Readers keep it, and they buy from it.

Read the latest issue
A mum reading Motherhood magazine at home
70,000
copies per edition
3 editions
a year: December, April & July
210,000+
pregnant families reached a year
1.1m+
magazines printed to date
Display adsper edition
£2,790
Single page advert
£1,599
Covers
Back cover & inside front
£2,235
Advertorialsper edition
Double page advertorial
£3,100
Single page advertorial
£1,915
200 word editorial mention
Woven into the editorial pages
£450

All prices per edition and exclude VAT. Book all three editions for year-round presence.

Motherhood online

Content mums actually use

Motherhood meets mums where they are. No perfect-parent filter and no lectures, just honest stories, expert-backed guidance and practical answers to the questions mums are googling at 3am. It reads like advice from a friend who happens to know what she is talking about, and that is exactly why mums trust it.

Real life, told honestly

First-person pieces on the things nobody warns you about, from breastfeeding to sharing the load at home. Warm and refreshingly honest about how motherhood actually feels.

Expert-backed guidance

Named experts, from psychologists to parenting specialists, answer the big questions on sleep, development and wellbeing. Information mums save, screenshot and send to their group chats.

Buying guides mums act on

Hands-on product tests and honest buying guides across everything mums shop for, from baby carriers to pregnancy-safe skincare. When we recommend something, mums buy it.

Breastfeeding article on motherhood.online
Birth · first 6 months
What I wish every new mum knew about breastfeeding
Pregnancy-safe skincare article on motherhood.online
Pregnancy products · health
Pregnancy-friendly skincare: what to avoid and the safe dupes that really work
Ergobaby Omni Lite carrier article on motherhood.online
Baby products
Meet the Omni Lite, Ergobaby's simplest ever baby carrier
Why this matters to brands: every format in this kit places your brand inside this trusted content, not just next to it.
Opportunity 01 · digital

Campaign packages, everything in one price

Each package bundles everything a campaign needs: a new article on motherhood.online every month, organic social promotion, an editorial email feature and a competition with opted-in data capture, all amplified with Meta advertising built on our lookalike audiences. Pick the tier with the reach you want.

Starter
£1,000
2-month campaign
500 guaranteed page views
  • New article every month, written by our editorial team
  • Organic social campaign across our channels
  • Editorial email feature
  • Competition with opted-in data capture
  • End-of-campaign report
Enquire
Growth Most popular
£1,950
2-month campaign
1,000 guaranteed page views
  • New article every month, written by our editorial team
  • Organic social campaign across our channels
  • Editorial email feature
  • Solus email to our database
  • Competition with opted-in data capture
  • End-of-campaign report
Enquire
Premium
£2,950
2-month campaign
2,000 guaranteed page views
  • New article every month, written by our editorial team
  • Organic social campaign across our channels
  • Editorial email feature
  • Solus email to our database
  • Competition with opted-in data capture
  • Priority placement plus end-of-campaign report
Enquire
Add-on: Homepage Featured Content, £750 per month. Your article pinned to the motherhood.online homepage for maximum visibility.
Add-on: Solus email, £895 for a full solus send to all 15,000 addresses, or £425 for a mention in the Motherhood Minute, our email sent every Sunday.
Opportunity 02 · The Parent Room & retargeting

Stay in her world, long after the scan

The Parent Room is the digital companion to Window to the Womb, the UK's largest private baby scan network. Mums join to download and keep their scan images and videos, then stay with it right through pregnancy and baby's first year, inviting partners, grandparents and family to follow along.

Every mum who receives her Custard & Crumble pack at a Window to the Womb scan can be retargeted through The Parent Room. That is over 8,300 new mums every month, close to half of all the packs we distribute. Because it holds her due date, your message lands when it is most relevant, by week of pregnancy and, once baby arrives, by age of child.

Web-based platform App on iOS & Android Verified due dates
See The Parent Room media kit
The Parent Room app home screen
Live audience
47,136
mums currently pregnant on The Parent Room
8,327
new members every month
16,532
scans a month across the Window to the Womb network
137,269
verified members to date
By stage of pregnancyActive members
6–13 weeks
Early pregnancy and the first-scan window. Reassurance scans, supplements, early research.
4,017
14–18 weeks
Early second trimester. Gender reveal interest and early product research.
5,055
19–23 weeks
Mid second trimester. Nesting begins, strong engagement with content and offers.
6,956
24–28 weeks
Buying decisions for prams, car seats and nursery essentials.
7,435
29–33 weeks
Third trimester. High engagement, planning the birth and the weeks after.
8,080
34–38 weeks
Peak readiness. Last-mile shopping and hospital bag mode.
8,535
39+ weeks
Full term, the final days before delivery.
7,058
Currently pregnant
Every active pregnancy, ready to target by week.
47,136
Dads & grandparents in the networkLinked accounts
Partners & dads-to-be
Invited into mum's account to follow the pregnancy. A strong audience for dad-focused product launches.
26,500
Grandparents
Soon-to-be grandparents, often a high-value gifting audience for nursery, travel and family brands.
9,800

Live Parent Room figures, September 2026. New members and scans are 12-month rolling averages.

How your brand shows up
Content article

A sponsored article in the app, written by our editorial team and timed to her stage of pregnancy or baby's age.

Topic guide

Own a guide on the subject your category lives in, from sleep and feeding to nursery prep.

Competition or offer

Drive entries, opted-in data and sales with a competition or exclusive offer for members.

App area sponsorship

Brand a whole area of The Parent Room for always-on presence every time she logs in.

Email retargeting70,000 per send
Email to sample recipients
Retarget the exact mums who received your Custard & Crumble sample. Every mum signs up to receive her scan images and is automatically handed her pack at her private scan.
£115per 1,000
Bulk email bookings
Discounts available across multiple sends. Available as an add-on to every sampling package.
POA
Why it works after sampling: she unwraps your sample at her scan, then keeps seeing your brand in The Parent Room in the weeks and months that follow. It is the easiest way to turn a trial into lasting brand visibility, right up to the moment she buys.

All prices exclude VAT.

Proof it works

Brands grow with us

"The sampling programme has played a huge part in our continued success, with our brand seeing the highest growth. The audience is of such high quality and extremely targeted."

NatalieMarketing Manager, MAM UK

"A great way to sample our products and engage with the women who might benefit from them the most. At events we regularly talk to women who recognise our brand from their scan appointment."

Elizabeth PringleCustomer Services & Operations Manager, HotTea Mama
1.1m+
consumers reached with a MAM bottle and soother sample over 8 years of sampling, driving new sales through trial and awareness. Read the MAM case study
Let's talk

Ready to meet mums from the very first scan?

Tell us who you want to reach and when. We will come back with a tailored mix of sampling, inserts, magazine and digital for your budget and launch dates, usually within two working days.

Email us Back to top
Motherhood online
Katie Manson
Commercial Partnerships
katie@motherhood.online motherhood.online
Custard & Crumble
Sampling & magazine
Pregnancy pack partnerships
katie@custardandcrumble.co.uk 07818 056651 custardandcrumble.co.uk