WINNER SELECTION: One grand-prize winner will win a $1,500 travel voucher and two tickets to the October 14th MOTHERHOOD New York City Premier and after-party from BABYBJÖRN. Five runners-up will win a BABYBJÖRN Baby Carrier Synergy. The winner will be selected based on which essay has the most votes on babybjornmotherhood.com/essay from among all eligible entries received by 8:00 p.m. EST September 27, 2009. Voting is open from 8:00 a.m. EST September 28, 2009 to 8:00 p.m. EST October 2, 2009. Votes will be awarded based on entries that are creative and original. All essays must be the original work of the entrant. As this is a contest of skill, winning is dependent on the number and quality of entries received.

PRIZES: One grand-prize winner will win a $1,500 travel voucher and two tickets to the October 14th MOTHERHOOD New York City Premier and after-party from BABYBJÖRN. Five runners-up each will win a BABYBJÖRN Baby Carrier Synergy. Prizes will be awarded, provided a significant number of eligible entries are received and winner(s) will be notified by mail, telephone or email within two days after the drawing. All winners must respond within two days following attempted notification by Sponsor or an alternate winner may be selected. Return of any prize/prize notification as undeliverable may result in disqualification and selection of an alternate winner.

The grand prize will be shipped to the winner within three days after winner verification. The runner-up prizes will be shipped to the winner within 6-8 weeks after winner selection. Sponsor will pay for shipping of the prize. Prize is nontransferable/no substitutions allowed except by Sponsor who reserves the right to award a prize of equal or greater value if advertised prize is unavailable.

ELIGIBILITY: This Promotion is open to legal residents of the 50 United States and the District of Columbia who are 18 years or older as of the date of entry, and have internet access. Promotion sponsored by BabySwede LLC, 1157 Rockside Road, Cleveland, OH 44134 (“Sponsor”). Employees of Sponsor or its affiliates, retailers, licensees, subsidiaries, advertising and promotional agencies and the immediate family members of each are not eligible. This Promotion is void where prohibited by law and subject to all applicable federal, state and local laws.

TO ENTER: Visit www.babybjornmotherhood.com/essay during the Promotion Period, and complete a 600-character (or less) essay on an experience that shaped your definition of being a parent. All entries become the property of the Sponsor and will not be acknowledged or returned. Limit: One entry per person/per e-mail address during the Promotion Period. All information collected in connection with the Promotion is subject to the Sponsor’s Privacy Policy. Promotion begins on August 24, 2009 and all entries must be received by 8:00 p.m. EST September 27, 2009. No purchase necessary to enter.

CONDITIONS: Entrants agree to abide by the terms of these Official Rules and by the decisions of the judges which are final on all matters pertaining to this Promotion.

Except where prohibited by law, by entering the Promotion, entrants grant to Sponsor the right to use and publish their first name, likeness, and state of residence in any and all media worldwide, in connection with the Promotion or Sponsor’s advertising and promotional purposes, without additional compensation.

By entering the Promotion, each entrant without limitation (i) releases and holds harmless Sponsor and its parent(s), licensees, subsidiaries, affiliates, directors, officers, employees, and agents from any and all liability for any injuries, losses or damages of any kind in connection with the Promotion or the acceptance, use or misuse of any prize awarded, and (ii) waives any and all rights to claim ambiguity or error in these Official Rules or in the Promotion itself.

Sponsor assumes no responsibility for, and each entrant waives all claims in connection with, any lost, late or misdirected entries or for any problems or technical malfunction of any telephone network or lines, computer online systems, servers, providers, computer equipment, software, failure of any e-mail or entry received by Sponsor on account of technical problems or traffic congestion online, through the Internet, the Site or any combination thereof, including without limitation any injury or damage to entrant’s or any other person’s computer resulting from any cause, including without limitation downloading any materials related to the Promotion or Sponsor.

CAUTION: ANY ATTEMPT TO DAMAGE THE SITE OR UNDERMINE THE LEGITIMATE OPERATION OF THE PROMOTION MAY CONSTITUTE A VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK REMEDIES AND DAMAGES FROM ANY SUCH ENTRANTS TO THE FULLEST EXTENT PERMITTED BY LAW, INCLUDING CRIMINAL PROSECUTION.

Sponsor reserves the right to cancel the Promotion or change any element thereof, with or without notice at any time, due to infection by computer virus, bugs, tampering, unauthorized intervention, fraud, technical failures, printing errors, or any other causes beyond the reasonable control of Sponsor which corrupts or affects the administration, security, fairness, integrity, or proper conduct of the Promotion. Sponsor also reserves the right to disqualify in its sole discretion any individual who tampers with the entry process, the Promotion, or who violates these Official Rules.

TAXES: All federal, state and/or local income taxes, if any, are the winner’s sole responsibility.

WINNER LIST: For a list containing the names of the winner(s), send a self-addressed stamped envelope to: Winner List, MOTHERHOOD Essay Contest, c/o The Reynolds Communications Group, 230 W. Monroe St. Suite 650, Chicago, IL 60606. All requests must be received no later than November 15, 2009.