Since its inception in 2024, the competition has facilitated more than $45 million in grants for Baby2Baby through the grantmaking partner DTCare. These funds support the large-scale distribution of diapers, formula, and clothing to children in need across all 50 states, while bolstering the nonprofit’s disaster response and long-term infrastructure. Ambassadors including Jessica Alba, Paris Hilton, and Jenna Dewan are backing this year’s search for a new champion.

Parents can enter the competition by submitting a profile and photo of their child, with winners determined through a series of voting rounds. Supporters participate via free votes or by making charitable donations. The final winner will secure a $25,000 cash prize and features in multi-channel advertising, including an appearance in a Variety magazine advertorial and national campaigns with The Honest Company. The initiative maintains a strict trust and safety framework, ensuring that participant data remains private and that all contributions are managed through the 501(c)(3) public charity DTCare.