Swedish baby product brand BABY BJORN is hosting a photo contest called the "Stylish Dad Contest," showcasing the best dads' baby-carrying looks. Entries are accepted year-round on their website, with the 2013 deadline being September 30th. Entries for the following fiscal year begin October 1st. This fourth annual contest, designed to inspire dads' parenting, is available. Dads can upload photos of themselves using a BABY BJORN baby carrier through the application form on the BABY BJORN website. Entrants can submit as many photos as they like. Submissions also require a message from mom to dad. In addition to photos, messages of gratitude and stories about dad's parenting are important. Thirteen candidates will be selected from the initial selection based on their photos and messages submitted by September 30th, and ten of them will be selected for the BABY BJORN Award. The remaining three finalists will be invited to the final selection and award ceremony at the Swedish ambassador's residence on October 25th. The mothers will make a presentation in the final selection round, which will be judged by the Swedish ambassador and his wife. The grand prize winner will receive a prize of 100,000 yen and a BabyBjorn product.

BabyBjorn was founded in 1961 by Bjorn Jacobsson. It designs and sells a wide range of baby products, from baby carriers to bouncers, cradles and tableware. It is sold at Toys"R"Us and department stores nationwide.