About us

About Mini-Kin

Mini-Kin provides advice and support to parents of children aged 0-12+ years old in all stages of their development, via The Guardian and the web site www.mini-kin.com


The first few years of a child’s life are fundamentally important. Evidence tells us that they shape children’s future development, and influence how well children do at school, their ongoing health and well-being and their achievements later in life. All young children, whatever their background or current circumstances, deserve the best possible start in life and must be given the opportunity to fulfil their potential. However, this is not just about doing the best for individual children and families. A strong focus on a child’s first few years leads to huge social and emotional benefits later on in life, both for individuals and for society as a whole. Parents face increased emotional and financial pressures, making these priorities more important than ever. The Mini-Kin campaign, delivered via The Guardian, is committed in helping to making the best of the opportunities presented during pregnancy and the first twelve years of a child’s life to set them on a course for success. It is now very clear that early help and intervention is crucial if we want to support families to get out of a cycle of poor outcomes that repeats itself over and over through the generations. That means every service that families and young children come in to contact with clearly defining exactly how they can best support child development, in the broadest sense, so that children reach school-age ready to take advantage of all the opportunities available to them. There is no more important or privileged role than supporting children and families through these vital foundation years. These sentiments are only the beginning, with Mini-Kin focusing on key area’s including:

  • Self-Confidence and Awareness
  • Listening and Attention
  • Communication and Language
  • Physical Development
  • Food, Health and Wellbeing
  • Reading and Writing
  • Maths, Shapes, Space and Measurement
  • Understanding the World, People and Communities
  • Technology

Mini-Kin is being specially prepared for and distributed via The Guardian, as well as being the subject of a series of television broadcasts across the Channel 4 network and active across online and social media. The Guardian has a national print run of approximately 300,000 copies and Mini-Kin will appear in all copies and each and every UK territory. The Guardian, with its exceptional coverage and focus, continues to dominate the market for the delivery of foundation year’s parent’s and families, and as such provides the perfect home for Mini-Kin.