Brand partnerships

Short, practical videos for Australian parents, from a paediatric OT.

I'm Brittany Hulme, a paediatric occupational therapist with 9 years of experience, founder of Kidera, based in Perth.

I help Australian parents choose toys, everyday products and practical strategies for their kids. Every video explains what I look for as an OT and why, so parents learn something even if they buy nothing. My content is evidence-informed and I say when something is my opinion.

Email me about a partnership
TikTok about 20K followers Instagram 4,642 followers Facebook 5,400 followers
Cover of my Kmart August buy or skip reel, with Brittany talking to camera149K views
Cover of my Bunnings hidden gems reel226K views
Cover of my TikTok, 3 toys I would buy again for 4 year olds126K views

Over the last 12 months

Who sees my videos

  • About 4 millionviews across TikTok, Facebook and InstagramAbout 30K followers across the three
  • 1.7MTikTok viewsAbout 20K followers
  • 1.46MFacebook views5,400 followers
  • 912KInstagram views4,642 followers
  • 61%of my TikTok views come from search
  • 1.1Munique TikTok viewers
  • 1,400+email subscribers
  • AudienceMostly Australian women aged 25 to 4479 to 91% in Australia, depending on platform. Top cities: Melbourne, Sydney, Perth, Brisbane and Adelaide.

What I make

Two kinds of video

Brittany unpacking pastel storage tubs from a Bunnings box

Product and retail videos

Buy or skip videos and roundups from the shops Australian families actually use. I say what is worth buying, what to skip, and the reason for each one. Most of what I cover is toys. I also do home organisation, storage, kids' furniture, outdoor play and craft.

  • Kmart
  • Big W
  • Bunnings
  • Officeworks
  • IKEA
  • Amazon
Brittany smiling at home, filming a video on helping kids move between tasks

Education videos

Short series on everyday parenting situations, with strategies parents can try that same day.

  • Transitions
  • Mealtimes
  • Play
Brittany smiling in her occupational therapist uniform and name badge, holding a baby

An OT's eye on every product

I've spent 9 years as a paediatric occupational therapist, working with hundreds of children. I know what holds a child's attention, what makes good play, and which skills a toy asks a child to use. I talk about all of that in every video, so parents get more than a product list.

Advice first, product picks second

Parents come to me for OT advice. The product picks sit on top of that, and parents trust them because they have already watched me explain what I look for and why.

People find my videos by searching for them

61% of my TikTok views come from search, not the For You feed. A parent types in a store, a product or a problem, and my video comes up.

My two most-watched TikToks got more than 70% of their views from search.

That means a video keeps getting found for months after I post it. A sponsored video with me is still reaching parents long after the first 48 hours.

Top posts, last 12 months

My most-watched videos

My five most-watched videos across the three platforms. Tap through to watch them.

Most engaged with

What parents save, share and comment on

Saves and shares are how parents tell me a video was worth keeping or passing on. These are my highest across Facebook and Instagram.

  • 1,384 saves

    "I've never once recommended a pop it"

    Education · 123K views · 249 new follows

  • 382 shares

    Bunnings hidden gems

    Product · 227K views

  • 313 saves

    Kmart trending dupes

    Product · 70K views

  • 227 saves

    IKEA buy or skip

    Product · 47K views · 64 new follows

My best education posts

  • "I've never once recommended a pop it"

    About 213K views across all three platforms. My most saved post anywhere.

  • What nervous system research means at home

    The research on how children's brains and nervous systems work, translated into practical steps parents can use day to day. 69K views, 255 saves and 91 shares.

  • "Things I'd tell you as a paediatric OT if I wasn't afraid to hurt your feelings", behaviour edition

    33K views and 95 new follows.

  • Rotate ADHD strategies, don't bin them

    A strategy that stops working isn't a failure. Put it aside, try another, and bring it back later. Parents need a whole toolkit, not one fix. 15K views and 61 saves.

  • "Before you buy another sensory tool, have you tried these?"

    9K views and 75 saves.

Ways to work together

What you can book

  • 01

    Sponsored short-form video

    A TikTok or Instagram video with your product, in the formats my audience already watches: buy or skip, new arrivals and roundups.

  • 02

    Paid usage

    Run the video from my account as an Instagram partnership ad or a TikTok Spark Ad, and put your own spend behind it.

  • 03

    Category exclusivity

    I won't work with a competing brand in your category for an agreed period.

  • 04

    Email newsletter features

    Your product in my email to 1,400+ subscribers who signed up for my toy and activity picks.

Rates are available on request. Send me the product, the platforms and your dates.

Email me about a partnership

Brand fit

Who I'm a good fit for

Brittany steadying a wooden climbing frame as a young boy climbs over the top

Retailers and the brands they stock

  • Toys
  • Sensory tools and products
  • Books
  • Craft
  • Storage
  • Outdoor play
  • Kids' furniture
  • Lunchboxes and mealtime
  • Snacks and the weekly shop
  • Travel and car
  • Family household products

Products stocked at Kmart, Big W, Bunnings, Officeworks, Amazon and the major supermarkets suit my audience best.

I also love featuring small, standalone businesses when I find something I love.

Family services and parent education

Services and programs for families with young children.

Brands selling to allied health

Therapists, educators and clinic owners watch me too. I have made recruitment content for that audience before.

What I say yes and no to

I only take on products I would recommend to a parent anyway. I turn down any brief that needs me to claim a health or developmental benefit.

How I work

The rules I keep on every post

I'm a registered health professional first. These don't change for any brief.

Brittany Hulme, paediatric occupational therapist, smiling at the camera

  • I disclose every paid or gifted post.

    Paid or gifted, it is labelled on the post itself.

  • I give my real opinion.

    Parents watch my buy or skip videos to hear what I actually think, so that is what a sponsored video gets too.

  • I don't make health or developmental claims about products.

    As a registered health professional, I won't say a product helps a child develop, treats anything or has a therapeutic benefit.

Previous work

Brands I've worked with

  • Paid · ongoing

    Backpack Buddy

    Ongoing brand ambassador, with monthly content as their OT. One collaboration video has 117K views on TikTok.

  • Paid

    CMR

    Recruitment content for allied health professionals, drawn from my own years working rurally.

  • Product showcase

    National Geographic

    A Kmart reel showcasing their kids' products.

  • Platform content

    Expath

    Content that helped bring their platform to life.

While I was building my audience, I also did a range of gifted collaborations. These days I focus on paid partnerships with brands I'd recommend anyway.

Brittany smiling at her kitchen table

Send me the brief

Tell me the product, the platforms and your timing, and I'll come back to you with rates.

Email me about a partnership
TikTok about 20K followers Instagram 4,642 followers Facebook 5,400 followers

Based in Perth, working with brands Australia-wide.