Hegen, winner of the Baby Products Industry Association’s (BPIA) 2026 Concept & Innovation Awards, is sharing the product development mentoring element of its prize with fellow finalists Eimear Campbell and Natasha Artwell to help bring their baby product concepts to market.

The brand’s feeding and drinkware system won the top award at Harrogate International Nursery Fair. With its product already in production, Hegen recognised that the specialist support from Plan A Product Development would be particularly valuable to the other two finalists as they explore the next steps for their concepts.

Campbell’s Swishroll™ aims to make cleaning stroller wheels easier, while Artwell’s Little Pair offers a new concept in portable support for twins. Both finalists will now receive expert guidance to develop their ideas further.

The BPIA Concept & Innovation Awards recognise innovation in baby products, encouraging fresh thinking and supporting promising ideas as they progress towards commercial viability.

Plan A Product Development supports innovators throughout the product development journey, helping them turn concepts into commercially viable products. Commenting is the company’s founder, Scott Blease.

“What a fantastic gesture from Hegen and a wonderful example of the supportive spirit within our industry. At Plan A, we’re passionate about helping great ideas become great products, and we’re delighted to have the opportunity to support Eimear and Natasha as they take the next exciting steps towards bringing their innovations to market.”

The BPIA has congratulated all three finalists and thanked Hegen for its contribution to supporting new talent and innovation across the baby products industry.