Jessica Alba has championed the Baby of the Year contest, which has generated more than $45 million in grants for Baby2Baby since 2024. (Photo: Colossal)
A baby photo contest backed by actress Jessica Alba has grown into a major fundraising initiative, generating more than $45 million in grants for nonprofit organisation Baby2Baby since 2024. The initiative, called Baby of the Year, is returning for its third edition in 2026. Championed by Baby2Baby ambassadors Jessica Alba, Paris Hilton and Jenna Dewan, the nationwide competition invites parents and legal guardians to submit photos and profiles of their little ones, with the winner receiving $25,000 and an opportunity to appear in a national advertising campaign. Through her nonprofit, 11:11 Media Impact, she has supported advocacy efforts related to child welfare and institutional child abuse reform. The 2026 Baby of the Year winner will receive $25,000 and appear in a national advertising campaign, while the fundraiser supports children in need across all 50 US states. (Photo: Colossal) The winner will receive $25,000 and appear in nationwide, multichannel advertising campaigns.
“We are enormously grateful for the support of the Baby of the Year competition for the third year in a row,” Baby2Baby Co-CEOs Kelly Sawyer Patricof and Norah Weinstein said in a statement. The campaign supports children and families across the United States by helping provide essential items such as diapers, formula, food and clothing. Paris Hilton, a Baby2Baby Angel, has also used her public platform to highlight children’s rights and wellbeing. Actor Jenna Dewan, known for films and television projects including Step Up, The Rookie and Supergirl, is another longtime Baby2Baby Angel supporting the campaign. The prize package includes exposure through The Honest Company’s social media channels and official website, advertising featuring Honest products, and an advertorial in Variety magazine.
