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AUNTIE’S DAY® IS SUNDAY, JULY 25, 2021
FOR IMMEDIATE RELEASE
AUNTIE’S DAY® IS SUNDAY, JULY 25, 2021
Melanie Notkin, Creator of SAVVY AUNTIE®, Announces the 13th Annual Day in Celebration of Modern Aunthood
– Aunthood is a Gift. This Day is Yours. –
NEW YORK—June 14, 2021 — Melanie Notkin, founder of SAVVY AUNTIE, the lifestyle brand dubbed a “Celebration of Modern Aunthood,” announces that the 13th annual official AUNTIE’S DAY will take place on Sunday, July 25, 2021. AUNTIE’S DAY occurs annually on the fourth Sunday in July.
AUNTIE’S DAY was founded in 2009 by Notkin to acknowledge, honor and celebrate aunts by relation (ABR), aunts by choice (ABC) to friends’ children, godmothers, and all women who love a child-not-their-own. This special day is especially poignant to the PANK® demographic—women who are childless by circumstance, challenge, or childfree-by-choice, and have a special bond with at least one child. Notkin uncovered and coined the PANK (Professional Aunt No Kids) demographic in 2008 with the launch of SAVVY AUNTIE.
A 2018 national study by Melanie Notkin Media, Inc with Michael DeCicco entitled: “GENERATION PANK: A Report on the Social and Economic Influence of Professional Aunts No Kids,” revealed that 91% of PANKs say their role as aunt is “very important” to them while 89% say the experience of becoming/being an aunt is even better than they expected. And yet, while 83% of PANKs feel appreciated by parents, only 28% feel appreciated by society for the meaningful role they play in children’s lives and the family-village.
“All women in the ‘family village’ should be valued for their love of, and generosity toward, the children in their lives,” says Notkin. “Aunts provide ‘QualAuntie Time’ helping develop nieces and nephews through bonding and play. And of course, many aunts are known for the gifts and ‘Auntventure’ experiences they give these children.”
A conservative estimate of 2.5 nieces and nephews per PANK, PANKs collectively spend an astonishing $61billion on the babies, children and teens they love, each year. And PANK generosity extends beyond typical gifts. The study found 63% of PANKs have contributed to a niece's or nephew’s education and 67% have given gifts to parents to help provide for their child or children.
And yet, this hidden demographic often remains overlooked, misunderstood and unappreciated. Auntie’s Day is designed to put a spotlight on this tribe of loving, generous women and give them the appreciation they deserve.
The official Auntie’s Day destination (http://AuntiesDay.com) features ideas on how nieces, nephews, godchildren, and these children’s parents can celebrate the cool aunts, great-aunts and godmothers in their lives. Like all official days of recognition, AUNTIE’S DAY is listed in Chase’s Calendar of Events.
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About Melanie Notkin and Savvy Auntie
Notkin is the creator of Auntie’s Day and the Savvy Auntie Coolest Toy Awards. She is national bestselling author of Savvy Auntie: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and all Women Who Love Kids (Morrow 2011) and received a Booklist Starred Review for her memoir OTHERHOOD: Modern Women Finding a New Kind of Happiness (Seal Press/Penguin Canada 2014).
As a leading expert in the growing demographic of childless, often single women, Notkin has partnered on, and independently conducted, several national marketing research studies on the cohort. Notkin is speaker for Fortune 500 companies, global marketing and communications agencies, and consumer summits, and has presented at TEDx. Notkin works directly with brands and agencies for her deeper insights into the PANK and Otherhood cohorts.
As a media personality, Notkin and her work have been featured on CNN, TODAY Show, Rachael Ray, NPR, BBC, and in The New York Times, Wall Street Journal, Chicago Tribune, New York Magazine, and several other national and global media outlets. She is a contributor to The New York Post, Huff Post, and Washington Post.
For more information, visit: SavvyAuntie.com and MelanieNotkin.com. For interviews, sponsorship opportunities and speaker inquiries: Info@MelanieNotkin.com
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SAVVY AUNTIE® Reveals the 20 Coolest Toys of 2020!
The annual SAVVY AUNTIE toy awards list is
designed for the generous tribe of cool aunts, great-aunts, godmothers
and all women who love kids who strive to be heroes at the holiday
season - and all year 'round.
New York, NY –
November 6, 2020 – Melanie Notkin, founder of SAVVY AUNTIE, the media
and lifestyle brand heralded as a celebration of modern aunthood,
announces the winners of the 12th Annual Savvy Auntie Coolest Toy Awards.
Since
2009, the annual Savvy Auntie Coolest Toy Awards list has helped all
secondary caregivers, and especially PANKs (Professional Aunts No Kids),
discover the coolest toys and games at the top of holiday season
wish-lists
A 2018 national study of PANKs entitled: GENERATION PANK: The Social & Economic Influence of PANKs - Professional Aunts No Kids,
by Melanie Notkin and Michael De Cicco, affirms that PANKs are an
affluent, well-educated, emergent consumer tribe. With a conservative
estimate of 2.5 nieces and nephews per PANK, these generous aunts
collectively spend a whopping $61 billion annually on the babies,
children and teens they love. This annual spend includes the $168 PANKs
spend on gifts per niece and nephew at the holiday season - including a
portion of the $241 they spend on toys and games for each niece and
nephew throughout the year.
20 Cool Toys for a Challenging 2020
With
the challenge of COVID-19, more gift-givers are shopping online than
ever before and are looking for toys and games they recognize as
safe-bets to bring a sense of wow to their nieces and nephews -- without
having to see the toys and games in person. For 2020, traditional play
patterns with toys like dolls, plush and vehicles lead the way. Longtime
beloved brands like Barbie, Hot Wheels, Super Friends, Blues Clues and
Star Wars also make the winners list, while the newer trend of
“surprise-inside” toys and collectibles, that are just as easy to choose
online as in-store, rank among the coolest.
Notkin's list of top
toys also support a child’s development like nurturing skills for both
nieces and nephews. Notkin included playsets that enable children to
imagine worlds through open-ended play, while also including toys that
inspire ways to make the world better a place. Interactive toys and
games that are right on current trends like drone play, voice
recognition and influencer-style creator play, are also winners in 2020.
Notkin's
list of coolest toys range from affordable (under $15) to aspirational
(over $150) so there is a Savvy Auntie Coolest Toy Award winner to help
make every aunt feel like a hero at the holidays.
20 SAVVY AUNTIE COOLEST TOY AWARD WINNERS of 2020!
The Race Is On!
Air Hogs Stunt Shot Remote Control Vehicle by Spin Master
WowWee Power Treads
Hot Wheels Criss Cross Crash Motorized Track Set by Mattel
All Dolled Up!
Mealtime Magic Mia and Maya Interactive Feeding Baby Dolls by Spin Master
Zoe Doll by Healthy Roots Dolls
Home Away from Home
Fisher-Price Imaginext DC Super Friends Super Surround Batcave
PJ Masks Transforming 2 in 1 Mobile HQ by Just Play
Passion for Pets
Little Live Pets Gotta Go Flamingo by Moose Toys
Squeakee The Balloon Dog by Moose Toys
Present Pets Interactive Unboxing Pets by Spin Master
Blume Petal Pets 2-Pack Collectible Pet and Charm Bracelet by SkyRocket
Real Characters
Star Wars The Child - AKA Baby Yoda - Animatronic Edition by Hasbro
Blue's Clues & You! Dance-Along Blue Plush by Just Play
Jurassic World Control N Conquer Carnotaurus by Mattel
Modern Kid Tech
Drone Home Game with Real Flying Drone by PlayMonster
Hatchimals Pixies Crystal Flyers by Spin Master
VTech KidiZoom Creator Cam
Real Rigs Recycling Truck by Kid Trax
For
more detailed information on each 2020 SAVVY AUNTIE Coolest Toy Award
Winner and “Why Savvy Auntie Loves It,” visit SavvyAuntie.com/ToyAwards
or look for the gold Savvy Auntie Coolest Toy Awards seal!
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About SAVVY AUNTIE:
Founded by Melanie Notkin, SAVVY AUNTIE
is the media and lifestyle brand for cool aunts, great-aunts,
godmothers, and all women who love kids, heralded as a modern
celebration of aunthood. Notkin launched SavvyAuntie.com in 2008 and it
remains the first and only resource for this demographic, and
specifically the PANK® or Professional Aunt No Kids market niche. Savvy
Auntie includes a popular and engaged social media following, Auntie’s
Day® - a national day celebrating aunts and godmothers, and Melanie
Notkin’s national bestseller: Savvy Auntie: The Ultimate Guide for Cool
Aunts, Great-Aunts, Godmothers and all Women Who Love Kids.
As a
lifestyle personality, toy expert and a tastemaker for children’s
trends, Notkin appears on TV as a spokesperson and is a contributor to
several national media outlets.
For additional information
on the Savvy Auntie Coolest Toy Awards, The GENERATION PANK national
survey, or on-air and talent inquiries: Press@SavvyAuntie.com
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