Demographics is what we use to figure out where people are that are interested in what we have to offer them. If you've got a product that will benefit kids, it's the parents you want to talk to, and usually it's the mother who is most influential when it comes to purchasing for kids. Mother's are rather particular though, and prefer to buy from brands or people they have always gone to. So instead of going directly to mothers, your best bet is to contact companies that already have a lot of pull with moms.
Now, although we can pretty safely say that most mothers where the pants when it comes to purchasing for the kids needs, you still have to consider which mother's market you are trying to attract. Younger mothers tend to spend the most but have the least amount of cash. More experienced and/or older mother's have more money to spend, but are less likely to spend on newer products or services unless it will make their lives ten times easier and there isn't very much risk involved.
There are all sorts of gray areas in between, aside from age, experience and income level. Family size makes a difference, as the mother who has more than two kids, is aching for fixes more than a mother of one. Though that same mother of more than three, also has to spread her money out better between the whole family, and so is less likely to just buy any old thing. Then you have the various cultures and spiritual backgrounds, which help dictate what a mother values in her families life. Basically, you need to understand that every mother has a different psychographic segment on top of everything else.
Once you understand what drives your customers to buy something, you can then take that knowledge and use it to pinpoint the businesses where they shop, and market to those businesses. Then you just need to go out and get in touch with all the businesses who already attract your customers and offer them the chance to help their customers with your product or service.
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