Babies are the coolest new influencers, and brands are investing in “spawn con,” aka promotions with soon-to-be mothers and their stylish offspring.

Babies are the coolest new influencers, and brands are investing in “spawn con,” aka promotions with soon-to-be mothers and their stylish offspring. It turns out the smallest influencers may have the greatest Influencer Effect, driving money both for the brands they team with and for themselves (but more likely their parents). Little regulation exists around protecting child influencers, but that hasn’t stopped Khloe Kardashian from having an Amazon-sponsored baby shower or Ava (a fertility tracking bracelet) from reportedly boosting revenue from under $1 million a year to “$60 and $70 million” by partnering with families. (Racked)