You’ve probably seen the ads. Maybe a friend DMed you a link on Facebook, or you saw a glossy photo of a grinning toddler while scrolling through Instagram. The pitch is simple: "Vote for my kid to be the Variety magazine baby of the year 2025."
It sounds like a classic Hollywood talent search, right? Well, sort of.
The reality is a bit more layered than just a "cutest baby" contest. This is actually a massive fundraising engine run by a company called Colossal. They partner with the legendary trade publication Variety to crown a winner, but the heart of the whole operation is supporting Baby2Baby, a non-profit that gets essentials like diapers and formula into the hands of families living in poverty.
The Winner Who Took It All: Meet Luca
Let’s talk about the kid who actually came out on top. For 2025, the title went to a little guy named Luca.
He’s been described by the organizers as "fearless and joyful," which honestly sounds like the energy every toddler parent is trying to manage at 6:00 AM. Luca didn't just get a digital badge for his parents’ social media. The prize package is no joke: a $25,000 cash prize and a professional photoshoot that lands him in a custom advertorial inside Variety magazine.
Think about that for a second. While most of us are just trying to get our kids to eat a piece of broccoli, Luca is technically a Variety featured star.
🔗 Read more: Shamea Morton and the Real Housewives of Atlanta: What Really Happened to Her Peach
Is This Just a Popularity Contest?
People get really heated about these competitions. If you look at Reddit or parenting forums, there’s always a debate about whether these things are "scams."
Here is the deal. It isn't a scam in the sense that the money disappears—it’s a professional fundraiser. But it's also not a traditional "judged" pageant. It’s a tournament-style voting competition.
How the voting actually works
- Free Daily Votes: You can cast one vote per day for free if you verify through Facebook.
- The "Donation" Votes: This is where the big money comes in. People can pay to cast extra votes. Every dollar equals a vote.
- The Group Phase: Babies are split into hundreds of small groups. You aren't competing against 50,000 kids at once; you're trying to stay in the top 10 of your specific group to move to the next round.
It’s a "pay-to-play" model that feels icky to some, but it’s undeniably effective. In 2024, the inaugural competition (won by a "miracle baby" named Sloane Maya) raised over $24 million for charity.
The Star Power Behind the Scenes
One reason the Variety magazine baby of the year 2025 competition feels so "Hollywood" is because of the board members involved. We aren't just talking about mid-tier influencers.
Jessica Alba is basically the face of the competition. As a board member of Baby2Baby and the founder of The Honest Company, she’s got a vested interest in the "baby" space. She’s joined by other heavy hitters like Paris Hilton and Kelly Rowland.
💡 You might also like: Who is Really in the Enola Holmes 2 Cast? A Look at the Faces Behind the Mystery
When you see these names attached, it changes the vibe. It's not just a random internet poll; it’s an event tied to the same circles that run Variety’s Power of Women lunches and the major award season cycles.
Why People Enter (Beyond the $25k)
Twenty-five grand is life-changing for most families. It’s a college fund. It’s a down payment. It’s a safety net.
But for a lot of parents, there’s a deeper motivation. Some entrants are "miracle babies" who survived NICU stays or health scares. For them, the competition is a way to celebrate their survival. Take Sylas, for example, an entrant in the 2025 cycle whose family used the platform to raise awareness about his upcoming heart surgery.
When you look at it through that lens, the "cuteness" is just the hook. The real story is often about family resilience.
A Few Things to Keep in Mind
If you're thinking about entering your own kid in a future cycle, you've gotta be realistic.
📖 Related: Priyanka Chopra Latest Movies: Why Her 2026 Slate Is Riskier Than You Think
- The Odds: There are thousands of entries. Most people won't make it past the first few rounds unless they have a massive, active social network.
- The "Pay" Aspect: You will see other parents spending hundreds (or thousands) of dollars to buy votes for their kids. If you aren't prepared for that competitive "charity" aspect, it can be frustrating.
- Data Privacy: You are putting your kid's face on a public voting platform. Colossal is a legitimate company, but the internet is still the internet.
The Bigger Picture: Variety and Philanthropy
Variety isn't just a tabloid. It’s the "bible" of the entertainment industry. By attaching their name to this, they are bridging the gap between celebrity culture and grassroots fundraising.
The money raised through these "donated votes" goes to DTCare, a 501(c)(3) that then grants the funds to Baby2Baby. Yes, the organizers (Colossal) take a cut for overhead and operating costs—usually around 36% based on their public disclosures—but the millions that do reach the charity are used to buy diapers in bulk, which are then distributed to shelters and hospitals across all 50 states.
What to Do If You Want to Participate Next Year
If you want your kid to be the next Luca or Sloane, you need a strategy. Don't just post a link and hope for the best.
Start by building a "campaign" mindset. Reach out to local community groups, leverage your workplace, and be consistent with the free daily votes. Most importantly, remember that even if you don't win the $25,000, the "votes" your friends buy are technically tax-deductible donations that help babies who don't have the basics.
Keep an eye on the official Baby of the Year website for 2026 registration dates, which typically open in the summer. Make sure you have a high-quality, "personality-forward" photo ready. The winners aren't always the "prettiest" in a traditional sense; they're the ones whose photos tell a story or capture a specific, infectious mood.
Check your privacy settings on social media before you start blasting the link. You'll be driving a lot of strangers to your profile, so it's a good time for a digital spring cleaning.
Next Steps for Parents
- Verify the Charity: Look up Baby2Baby on Charity Navigator to see exactly how they spend their millions.
- Review the Rules: If you’re entering, read the fine print on "Colossal" competitions so you aren't surprised by the group elimination structure.
- Set a Budget: If you decide to "buy" votes for your own child, set a strict limit so you don't get caught up in the competitive heat of the final rounds.