THEY’RE just months old, still wearing nappies and can’t even walk or talk yet – but don’t let that fool you.
From Molly-Mae‘s baby Bambi to Stacey Solomon’s new daughter Belle, there’s been a boom in babies born this year who are already following in their famous parents’ footsteps and helping to bolster the family fortune.
And with baby clothing ranges, pram collaborations and parenting brand advert opportunities, the ‘mumfluencer’ industry is thriving – with a whole host of paid jobs on offer for the influential tots.
PR expert Natalie Trice says: “You only need to click on Instagram or TikTok and you’ll be able to peek into the glamorous world of celebrity influencer mums and their little ones.
“Fans love it as the likes of Molly-Mae, Stacey Solomon and Dani Dyer share up close and personal adorable moments.
“These illustrate the love for their kids, but shared on social media they also help boost the visibility of brands, and they’re earning the big cash that comes with it.
“In our digital age, celebrity mums are making waves before and after birth and maternity pay is taking the form of documenting their maternal journey to millions worldwide as they build their personal brands and net values.
“The opportunities seem to be boundless and with a loyal following of fellow parents they have a captive audience which means they can command significant earnings from brands who are keen to tap into the family market at a time when the cost of living is hitting many.
“From clothing lines to homeware, fitness programmes, shampoo and everything in between, the potential income for these women is as diverse as their followers and as fast moving as their reels.”
Here we take a closer look at the babies born this year who are already helping contribute to their phenomenal family fortunes..
Molly-Mae Hague & Bambi
Family value: £9m / £19k per post
With mum Molly-Mae Hague earning the impressive title of most successful Love Islander ever and dad Tommy Fury earning big money as a boxer, baby Bambi, ten months, can no doubt expect big things when she grows up.
Even though Molly-Mae revealed earlier this year she was stepping down from her £5m-a-year PrettyLittleThing job to focus on being a mum, Bambi doesn’t need to worry about the household finances, having been on five luxury holidays already.
With regular fashion and family updates, Molly-Mae can also reportedly charge up to £19,000 for a sponsored post on her Instagram grid.
Natalie says: “Molly-Mae alone is now worth over £6m and the birth of her daughter, Bambi, has only added to her ‘strong girl boss’ appeal.
“While Bambi may not sign contracts or make deals (yet), she certainly helps as she appears on the Instagram squares with her mum who is often seen with a Starbucks in hand or promoting the next big thing in beauty.
“The super savvy businesswoman is clearly raking in the cash post-pregnancy but keeps it real when it comes to her health and figure and dealing with trolls online only boosts her popularity.
“There was the exclusive collaboration with i-Candy x Molly-Mae Hague and the Peach 7 in Biscotti, (priced at £1,199 a pram), but it’s the beauty duos and link with PrettyLittleThing that makes Molly the go-to for mums who want to look good on the go.”
Dani Dyer & twins Summer and Star
Family value: £4m+ / £1.5k per post
Dani Dyer and her West Ham footballer partner Jarrod Bowen welcomed identical twin girls Summer and Star back in May, and the 27-year-old certainly has her hands full, with two-year-old son Santiago too.
With her own dad being Danny Dyer, she hails from TV royalty, so knows herself what it’s like growing up in the spotlight.
Natalie says: “The arrival of twins has made Dani’s life busier than ever, with her appeal still flying high.
“This self-proclaimed ‘mumfluencer’ has a net worth of over £4m and she is riding high on the the waves of online success which has been boosted by books, appearances, product endorsements and more.
“While her other half puts the boot in at West Ham, Dani is busy with three kids as well as dazzling her millions of Instagram followers with fashion ups, she has lucrative clothing collections with In The Style, and the arrival of the twins leading to a buggy deal with Cherish.”
Stacey Solomon & Belle
Family value: £5.5m / £12k per post
With five kids, Stacey Solomon and her husband Joe Swash are parenting pros, welcoming daughter Belle in February this year.
She’s become known and well loved for her parenting tips and mum hacks, and with over six million Instagram followers lapping up her family content she can command a reported £12k a post.
Natalie says: “A far cry from the X-Factor stage where she started, Stacey is now known more for her candid parenting moments.
“As a result, her individual net worth continues to rise, and that is partly thanks to unstoppable ambassador deals and her popular home and lifestyle brand.
“Asda is the latest big name to work with Stacey, and she’s netted millions from partnerships with brands like Primark who she launched a kidswear collection with, Amazon, In the Style, Look Again and jewellery brand Abbott Lyon.
“It would seem visits to Asda in Dagenham as a kid have come full turn with the star and it doesn’t look like she’ll be slowing down anytime soon.”
Paris Fury & Prince Rico
Family value: £70m
Despite a staggering family net worth of £70m, Paris and boxer Tyson Fury, along with their seven kids, live a surprisingly modest life.
The pair welcomed seventh baby, Prince Rico Paris – known as Rico – in September, and while Tyson is the main moneymaker in the family, fans are fascinated by Paris and their brood.
Natalie says: “With husband Tyson in and out of the ring, she makes navigating the world of parenting look pretty easy, but she is another relatable figure who gives her fans what they want – an insight into celebrity culture.
“Their reality TV show At Home with the Fury’s is a whirlwind of glitz and glamour that people lap up, but also shares a look into their family life.
“With the kids’ help, the Netflix series is a winner and could lead to yet more money spinners.”
Gemma Atkinson & Thiago
Family value: £3m
Gemma Atkinson and Strictly fiancé Gorka Marquez had their second child, baby boy Thiago, in July – making them a family of four having already welcomed Mia, four, in 2019.
Gemma has her own podcast called The Overshare, which covers a whole host of topics, including parenting, and she recently shared a paid ad on Instagram featuring her daughter, promoting Sylvanian families.
Natalie says: “It seems like Gemma’s ‘mum-preneur’ popularity just grows and grows.
“No doubt they will be set to see even more family-oriented fitness endorsements and collaborations.”