A COUNTY mum is aiming to impress a world-famous entrepreneur and win a share of £1 million to help develop her innovative range of baby toys.

Elspeth Fawcett is in the running to reach the semi-finals of Richard Branson’s Virgin Voom 2018.

The competition, which has attracted entries from across the UK, offers prizes of both money and advice from business experts.

Elspeth, from Aberlady, set up up Yummikeys last summer and began designing and manufacturing a small range of stainless steel sensory teething toys for babies.

The 33-year-old said: “They’re designed as a safe, yet realistic, alternative to real keys and great sensory teething toys.

“They’re also at the forefront of sustainable toy design and are plastic-free and fully recyclable.

“The last year has involved juggling a part-time job as a chartered accountant, a newborn baby, a two-year-old and a four-year-old, so life has been hectic but very exciting.”

To get through to the semi-finals and pitch to a panel of industry experts, Elspeth is needing the support of members of the public.

Yummikeys needs public votes and to be in the top 500 small business entrants by the closing date of May 15.

This would give the business the opportunity to win cash to allow it to expand into larger retailers and receive expert guidance.

Elspeth said: “It would mean everything potentially to reach the semi-finals.

“It would give us a chance to pitch our idea to a board of important business people.

“Potentially it could get us funding, get us exposure and get us expertise.”

Elspeth said her children – four-year-old Rebecca, two-year-old Hamish and six-month-old Sebastian – loved car keys as babies and were drawn to metal and objects that were not always toys.

She said: “Of course car keys are really not safe for babies (lead, dirt, sharp edges, soft palette risk, batteries etc).

“Having had our toddler lose our last set of car keys on a bad morning, I looked everywhere for a fun but realistic set of toy keys. The plastic and wooden versions weren’t convincing for him.

“I looked everywhere for stainless steel toy keys but couldn’t find any selling to the UK so I designed and made some and from there our range has expanded.

“As a mother of three children under five, I designed our toys around what babies I know would love and have tested these designs on my babies and many friends’ and families’ babies too.

“Babies adore our toys for sensory play, teething and imaginative play and we receive frequent photos and emails from customers confirming this.”

To vote, go to voom.virgin mediabusiness.co.uk/pitches/is-your-baby-obsessed-with