What Brands Say About Working With Parent Tested Parent Approved
Named marketers, founders and brand managers on what the certification did for their product, in their own words.
If you are weighing up Parent Tested Parent Approved certification, the useful evidence is not what we say about ourselves. It is what the brands who paid for it and used it say afterwards.
Below are named people at named companies, from global manufacturers to two-person startups, talking about what the seal did for their product. Five of them said it on camera.
Kevin O’Leary on Parent Tested Parent Approved
“It’s a way to stand out. It’s all about parents, and when you get this seal of approval, it says something very special about your product. And if there was ever a better endorsement, I don’t know what it is. You can’t go wrong when parents like it.”
Kevin O’Leary, Shark Tank
Brands on camera
Four brand leaders on why they submitted, what they did with the results, and whether it was worth it.
Storkcraft
“For us to be able to have the Parent Tested Parent Approved Seal of Approval on our in-store packaging and online is an amazing opportunity to communicate authentic trust for our products as we look to win the hearts of new parents all over North America. The team is very open-minded, very collaborative and really embodies the spirit of partnership.”
Justin Segal, Director of Product and Brand Management, Storkcraft
Kindred Bravely
Stephanie, Kindred Bravely
Lingokids
Lingokids
Geddy’s Mom
“The value of working with PTPA is immense, not only in the information that you gain from the reviewers, but also in actually having that seal to show off. It is a very recognizable seal. It means the product has been tested and is trusted from a reputable source in the industry. I’ve learned not just as a brand, but as a mom, that whenever I see that PTPA Seal of Approval, I know and I understand the rigorous process that product has gone through, and I feel really comforted in my purchase.”
Dr. Sarah Shell, Founder, Geddy’s Mom
What does the Parent Tested Parent Approved seal do at the shelf?
Angelcare
“There is an instant credibility our product gets when we’re associated with the PTPA seal of approval. The reputation for recognizing excellence in parenting products already exists with PTPA.”
Rahul Sharda, CEO, Angelcare
“Wherever that seal exists, parents begin to feel that this product has rigorously been tested by fellow parents. It provides increased confidence among consumers. It validates our products in the eyes of potential customers, and it strengthens the trust they place in our brand.”
Rahul Sharda, CEO, Angelcare
Masdel
“When your product is next to another product in-store, and they see that parents across North America have tested and trust that product, it just gives that added credibility. The feedback that we get from the surveys is critical for ongoing improvements to the products. We’ve seen a lift in sales ever since.”
Jennifer Neveu, Marketing Director, Masdel Inc.
“The brands that bear the Parent Tested Parent Approved Seal in North America are amongst the elite and we are honored to be a part of the program. The team behind the PTPA curtain are very down-to-earth, responsive and aiming for a win-win situation for both sides. A company and brand are only as strong as the people behind it.”
Jennifer Neveu, Marketing Director, Masdel Inc.
Smaldore Associates
“We treasured our PTPA seal of approval and logo for our packaging. It is a recognized and much coveted award to win, parents trust it wholeheartedly, and seeing that seal on our product really helped to sell it. If you’re going to create a product for babies or kids, I highly recommend contacting PTPA. Their top-notch staff is very knowledgeable and simply a pleasure to work with.”
Linda Smaldore, Managing Partner, Smaldore Associates
Does the seal change how marketing performs?
Baby Shusher
Baby Shusher ran an A/B test on Facebook using the same ad creative, one version carrying the Parent Tested Parent Approved seal and one without. The version with the seal reached about five times as many people, with impressions up by a similar margin.
This is a single test from a single brand rather than a controlled study, and results will vary by product, audience and creative. We include it because it is the kind of measurement brands rarely publish.
Kobo
“When I joined Kobo, they had just launched a tablet that was not selling well. Working with Sharon’s team at PTPA, repositioning the tablet as a child-friendly tablet with a reading-centered experience, we tested that approach with the PTPA network of families and it was a resounding success. We leveraged the testimonials and stamp of approval across all of our marketing efforts including packaging, and it started to sell like hotcakes.”
Cerys Goodall, Kobo
Intellipure
“The credibility of being Parent Tested, Parent Approved helped us build trust with parents looking for the best air purification solutions for their families. PTPA’s endorsement provided a powerful stamp of approval that resonated with our customers and helped us stand out in a crowded market.”
Colleen Romero, VP Marketing and eCommerce, Intellipure
PJ Masks
“In a typical summer, PJ Masks would be participating in major fan-driven events, and we were looking for opportunities to connect virtually with consumers outside of our usual brand channels. PTPA was the perfect one-stop shop for a digital campaign that successfully elevated our brand, apps and products.”
Pam Garfinkel, PJ Masks
What do brands do with the tester feedback?
Ddrops
“We love being a part of the PTPA community because it means that our products are trusted by real parents who recognize the importance of clean and simple health supplements.”
Sarah McEwan, Ddrops
“We would tell brands that there is true value in getting feedback from real parents who have tried the products and have given their seal of approval.”
Sarah McEwan, Ddrops
Emma Sleep
“Nothing matters to us more at Emma Sleep than gaining the trust and approval of our customers via testing and trial. Real feedback and reviews from Parent Tested Parent Approved has enabled us to communicate our product features and company values with even more customers. We’re happy and honored to be part of the PTPA family.”
Catalina Altomonte, Emma Sleep
Kidzsmart
“We loved working with Sharon and the PTPA team. It’s allowed us to build deeper trusting relationships with our clients, and has given us unbiased parent reviews which is key for business development and marketing. Internally, it’s validated our team’s purpose and passion for providing meaningful content that makes an impact on families.”
Jasmine Kafka, Director of Strategic Accounts, Kidzsmart
Angelcare
“If I’m a parent looking for a product and I see a seal of approval given by a parent that has given it top marks, I am drawn to purchase that product. There is a good feedback mechanism that allows us to refine and enhance our products.”
Rahul Sharda, CEO, Angelcare
How does Parent Tested Parent Approved compare to other award programs?
Angelcare
“This authenticity that comes with PTPA is a standout feature. That is one of the things that sets PTPA apart from other award programs. It ensures that our products are not just meeting industry standards, but we’re addressing the actual needs and preferences of the consumers we are targeting.”
Rahul Sharda, CEO, Angelcare
“Our entire experience with PTPA has been incredible. There’s an authentic parent-driven endorsement which strengthens our brand’s reputation and consumer trust. We would be happy to recommend this program.”
Rahul Sharda, CEO, Angelcare
MC Hammer Marketing
“The Seal is not comparable to any other accreditation or program. We feel privileged to be a part of PTPA and to have earned the Seal of Approval. We believe that our audience resonates with PTPA and provides another form of encouragement and reliability in our products for new parents.”
Chris McCarthy, MC Hammer Marketing
SC Johnson
“Receiving this great recognition based on the insights from members of the Parent Tested Parent Approved network of 250,000+ parents reinforces consumer trust in our products, which is critical to our success as a brand.”
SC Johnson
Tanya Visano
“Working with Parent Tested Parent Approved is a game-changer for any brand. The invaluable insight and endorsement from a community of parents, nurtured over 16 years under the exceptional leadership of Sharon Vinderine, emphasize the undeniable power of connecting with families. The collaboration with her dedicated team and the community of parents results in robust feedback that significantly influences marketing and product development. The seal of approval from the PTPA community is a unique selling proposition no brand should overlook. It’s an essential asset for a product on shelf.”
Tanya Visano, Fractional COO and CRO, Business Development Executive, Disney, Nickelodeon and MTV
Before you decide
Testimonials are one input. The other is the methodology itself, which we publish in full, including the criteria testers score and everything that disqualifies a product regardless of how it performed elsewhere. Read How PTPA Testing Works, or see the certification FAQ for costs, timelines and what happens when a product does not pass.
If you would rather ask us directly, get in touch. We will tell you honestly whether Parent Tested Parent Approved is a fit before you commit to anything.